The recent Cyber Monday saw app usage grow by 30 percent in the U.S. and 10 percent around the world, according to a report from Quettra, trumping app usage on Black Friday, which saw an overall lift of 25 percent in the U.S. and 5 percent worldwide.
Many traditional brick & mortar stores such as IKEA, H&M and Walmart made the list of apps with the longest session lengths on Black Friday. (Image source: Quettra)
The mobile intelligence firm examined data based on more than 50 million Android users whose devices have its personalization technology running inside them.
- Apps within the Deals and Coupons category, such as Groupon, RetailMeNot, Shopkick, etc., saw a lift of 57 percent on Black Friday.
- Retailer apps such as Amazon, Walmart, eBay, etc., saw a lift of 29 percent on Cyber Monday.
- Coupon apps saw an incredible spike in morning hours, especially during the 9 a.m. hour on Black Friday, and Retail apps saw a spike around noon.
- Session lengths for the top shopping apps hovered around the 2-3 minute range.
- eBay showed a loss of 7 percent of usage on Black Friday before coming back up for Cyber Monday.
Some of the biggest brands had surprising drops in usage, while others soared to new heights. Perhaps the most important conclusion that can be made is mobile shopping apps are playing an ever increasing role in shopping behaviors and are succeeding at complementing the traditional in-store shopping experience.
Retailers have come to see Black Friday as one of the most important days of the fiscal year, but Quettra's data underscores the increasing importance of having a strong app experience in the days that follow. It should be noted, though, that this research did not include iOS usage, and given that apps on Apple devices typically monetize even better than Android apps, the overall impact might be even greater. This is a good reminder for smaller developers that special events in the offline world can play a major role in how their apps perform.
- for the full report, click here
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