Tracking app usage and engagement data can provide valuable insights into customers’ media, entertainment, and shopping preferences. However, accessing precise app decision-making data goes beyond surface-level information. Obtaining this data has become more challenging due to regulations, privacy concerns, and ecosystem constraints.
To truly understand your audience, it’s important to go beyond the quantity of downloads and analyze how well your app is performing. Our unique technique, which enables the exchange of account-level data, has revealed that people aged 16 to 25 spend approximately 45 hours per week using their iPhones. Additionally, our analysis shows that users actively engage with an average of only 42 applications each week, indicating low app stickiness.
Accessing mobile and account-level data allows you to not only understand how users engage with your app but also observe their interactions with other competing apps. For example, our recent report discovered that SHEIN, a popular shopping app, has a strong hold on the Gen Z market, with nearly 28% of users aged 16 to 25 using it weekly, outperforming other shopping apps. Understanding these preferences can help competitors retain their market share.
Gender-specific mobile habits also play a role in audience targeting. TikTok, for instance, has a greater impact on women, with 81.6% of women aged 16 to 25 spending an average of 12.6 hours per week on the app, compared to 67% of all users. In gaming, female gamers aged 16 to 25 spend an average of 4.7 hours per week on gaming apps, showcasing the growth of iPhone gaming among women.
Engagement metrics go beyond views and downloads. Analyzing notifications, such as which apps generate the most notifications, and purposeful engagement, such as the first app users open when they pick up their phone, provide deeper insights into user behavior and preferences.
Behavioral data also sheds light on musical preferences. For example, women are more likely to use Spotify or YouTube Music, while men prefer Amazon Music. Understanding audio consumption patterns and behaviors can help brands effectively engage with their audiences and plan media expenditures.
Accessing hidden behavioral data has become crucial for brands seeking a competitive advantage and improved audience engagement. By leveraging these insights, brands can better understand their customers’ interactions with apps, services, and media, leading to more targeted and effective marketing strategies.