A look at how users engage with Tate mobile apps

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  • Poll:What are the metrics you use to evaluate the success of your mobile app?DownloadsSessionsDwell timeRetention rateRevenueReviewsReturning usersOtherWhich of these tools do you use? AppFiguresApp AnnieGoogle AnalyticsFlurryLocalyticsAdobe analyticsOther
  • Video Tate Britain Quiz Trail
  • Video Magic Tate Ball
  • Video Race against time


  • 1. Mobile app analyticsA look at how users engage with Tate mobile apps Museum & Mobile Online Conference VI Elena Villaespesa @elenustika
  • 2. Mobile appshttp://www.tate.org.uk/context-comment/apps
  • 3. App store metrics
  • 5. Revenue
  • 6. Ratings and reviews
  • 7. Ranks
  • 8. Features
  • 9. But… what happens onceyour users download yourmobile app?
  • 10. Active usersDownloads 7,643 downloadsActive users 6,591 active users (86%)
  • 11. Session length
  • 12. Retention and frequency of use
  • 13. Audience
  • 14. Users in common with other apps
  • 15. Technical reports
  • 16. Understanding everyclick
  • 17. Tate Britain QuizTrail Produced by The Connected Set
  • 18. Which is the most popular trail?
  • 19. Playing at the gallery or at home?
  • 20. User paths
  • 21. Magic Tate Ball Produced by Thought Den
  • 22. What are the most frequent artworks found by the Magic Tate Ball? Salvador Dalí Edgar Degas Wassily Kandinsky Lobster Telephone Little Dancer Aged Fourteen Cossacks
  • 23. How many users shared an artwork on social media?
  • 24. Race against time Produced by somethingelse
  • 25. Which was the art attacker that killed more users? Total: 11,642 times Total: 54,418 times Average: 0.23 times/level 6 played Average: 0.43 times/level 2 played
  • 26. How many times did the chameleon fall through a hole?
  • 27. Funnel - How many users stopped Dr. Greyscale’s machine?
  • 28. Slice and dice your data Segment your users!
  • 29. Segmentation
  • 30. Segment: Users that played at Tate Modern
  • 31. Mobile apps evaluationAcquisition Audience Technicalo Downloads o Gender o Deviceso App sales o Age o Error/Crasheso Paid upgrades o Location o App versiono Features o Language o Networko Ratings o Personaso Sources Engagement Ecommerce o Active users o In-app revenue o Returning users o Conversion o Session length o Transactions o Frequency of use o Time to purchase o Retention o Average value o Page views o User path