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
  • A look at how users engage with Tate mobile apps

    1. 1. Mobile app analyticsA look at how users engage with Tate mobile apps Museum & Mobile Online Conference VI Elena Villaespesa @elenustika
    2. 2. Mobile appshttp://www.tate.org.uk/context-comment/apps
    3. 3. App store metrics
    4. 4. Downloads
    5. 5. Revenue
    6. 6. Ratings and reviews
    7. 7. Ranks
    8. 8. Features
    9. 9. But… what happens onceyour users download yourmobile app?
    10. 10. Active usersDownloads 7,643 downloadsActive users 6,591 active users (86%)
    11. 11. Session length
    12. 12. Retention and frequency of use
    13. 13. Audience
    14. 14. Users in common with other apps
    15. 15. Technical reports
    16. 16. Understanding everyclick
    17. 17. Tate Britain QuizTrail Produced by The Connected Set
    18. 18. Which is the most popular trail?
    19. 19. Playing at the gallery or at home?
    20. 20. User paths
    21. 21. Magic Tate Ball Produced by Thought Den
    22. 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. 23. How many users shared an artwork on social media?
    24. 24. Race against time Produced by somethingelse
    25. 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. 26. How many times did the chameleon fall through a hole?
    27. 27. Funnel - How many users stopped Dr. Greyscale’s machine?
    28. 28. Slice and dice your data Segment your users!
    29. 29. Segmentation
    30. 30. Segment: Users that played at Tate Modern
    31. 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

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