The True Challenge of Mobile is What Happens After Install - Tal Jacobson, SimilarWeb

23/12/2015 1Business Proprietary & Confidential

The True Challenge of Mobile is What Happens

After Install | December 2015

Tal Jacobson| Chief Business Development Off icer

We Reveal the Secrets of

Online Success

Every Website

Desktop & Mobile Traffic Trends

Traffic Sources

Referring Keywords

Advertising Analysis

Popular Pages

Every App

Downloads Estimation

Active Users

Engagement per App

Retention Analysis

App store Optimization

190+ Countries


Understand Your Mobile

Audience

Deep Mobile Analysis

Understand uninstall process

Inferred demographics

Brand affinities

Brand Affinities

Personas

Interests

Demographics

Usage


How We Do It

International Panel(The biggest panel in the world )

Crawler(2.5B page/mo)

ISP Data(Global Diversity)Direct Measurement

(Learning Set)

Engagement CategorizationTrafficRanking Technologies

Data source integration

Big data processing

Machine learning algorithms



Most used Android apps in the US

Zombie Apps


What is a Zombie App?

• Unnoticed, unused and undiscoverable

• Two types of Zombie Apps:

Apps that don’t have any installs

Apps that get installs but no active users

• Zombie Apps constitute 74-83% of the

Apple App Store in 2014


A Vicious Cycle

High store rank

More downloadsMore installs, but low

engagement


The Epidemic

Source: Adjust for Citi Research, 2014


Most used Android apps in the US


Installs vs. Engagement

Current

Installs

Active

Users


Retention Vs. Usage

Travel & Local


Improve your Engagement

App Marketing – Audience Interests


App Marketing – Usage Patterns


App Marketing - Retention



Success Stories


Getting High Value Installs

UCWeb's marketing team uses SimilarWeb

to:

1. Find new external traffic sources sending traffic to

competitors

2. Qualify the potential new traffic sources, based on the

number of visits and engagement metrics, to ensure

they are sending quality traffic

UC Browser is the no. 1 third-

party mobile internet browser

serving users in more than

150 countries.

1. UCWeb – Finding high quality referrals


* External traffic sources of one of UC Browser’s competitors*Website analysis of a potential traffic source for UC Browser


1. UCWeb – Finding high quality referrals

Result

20% Increase in number of Installs from

referring sources.


2. UCWeb – Improving ASO targeting

The ‘In-Store Keywords’ section shows UCWeb which

the top keywords are generating traffic to their

competitors.

The ‘Search Engine Keywords’ section shows the top

keywords reaching UC Browser’s competitors from

queries on search engines, including the traffic share

per keyword and the change in traffic share compared

to the previous month.


2. UCWeb – Improving ASO targeting

Result

These ASO efforts led to an increase in

rank of 10 targeted keywords in 5

different countries. This helped many

more users discover UC Browser and install

it.


The Importance of Engagement

Any.DO is using SimilarWeb to:

1. Raise round of funds by benchmarking

engagement rates

2. Create Lucrative Partnerships by

leveraging their high retention rate

Productivity app with

over 15 million users

worldwide.


1. Any.DO's superior engagement rates

Any.DO showed investors their

superior engagement stats:

Active App Users

App Category Index

Loyal User Percentage

Median Lifetime Day


1. Any.DO's superior engagement rates

Result

With SimilarWeb PRO, Any.DO succeeded

in raising additional rounds of funding

by showing investors their engagement

stats far exceeded the competition.


2. Closing Lucrative Partnerships

Leveraging Benchmarking to

reach lucrative partnerships:

Any.do constantly creates partnerships with mobile

carriers and vendors that offer bundle premium app

packages to their users. To ensure its apps are

included and high rates per install are achieved,

Any.do must show feasibility in terms of its apps'

install rates, usage patterns and stickiness.


1. Any.DO's superior engagement metrics

Result

By sharing engagement and retention statistics with

potential partners, Any.do successfully closes

lucrative deals and achieves higher rates per install

with leading companies such as SOFTBANK

(Japanese telecommunications operator) and

Samsung (mobile phone vendor).


To Sum Up..

App valuation can not be based only on store

ranking.

In-store ranking relies mostly on the number

of installs.

In-store ranking is not determined by usage or

retention.

There are lessons to be found from the web.

Focus on engagement when evaluating apps

and understanding market potential for your

own growth.

SimilarWeb Delivers!

Current Installs, Daily

Active Users, Sessions

per User, Session time

and much more….

Thank [email protected]

Tal Jacobson | CBDO

The True Challenge of Mobile is What Happens After Install - Tal Jacobson, SimilarWeb

Technology

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