A look at how users engage with Tate mobile apps

Mobile app analytics 

A look at how users engage with Tate mobile apps

Museum & Mobile Online Conference VI

Elena Villaespesa@elenustika

http://www.tate.org.uk/context-comment/apps

Mobile apps

App store metrics

Downloads

Revenue

Ratings and reviews

Ranks

Features

But… what happens once your users download your mobile app?

Active users

Downloads

Active users

7,643 downloads

6,591 active users (86%)

Session length

Retention and frequency of use

Audience

Users in common with other apps

Technical reports

Understanding every click

Tate Britain QuizTrail

Produced by The Connected Set 

Which is the most popular trail?

Playing at the gallery or at home?

User paths

Magic Tate Ball

Produced by Thought Den

What are the most frequent artworks found by the Magic Tate Ball?

Salvador DalíLobster Telephone

Edgar DegasLittle Dancer Aged Fourteen

Wassily KandinskyCossacks

How many users shared an artwork on social media?

Race against time

Produced by somethingelse

Which was the art attacker that killed more users?

Total: 11,642 timesAverage: 0.23 times/level 6 played

Total: 54,418 timesAverage: 0.43 times/level 2 played

How many times did the chameleon fall through a hole?

Funnel - How many users stopped Dr. Greyscale’s machine?

Slice and dice your data

Segment your users!

Segmentation

Segment: Users that played at Tate Modern

Mobile apps evaluation

Audienceo Gendero Ageo Locationo Languageo Personas

Engagemento Active userso Returning userso Session lengtho Frequency of useo Retentiono Page viewso User path

Technicalo Deviceso Error/Crasheso App versiono Network

Ecommerceo In-app revenueo Conversiono Transactionso Time to purchaseo Average value

Acquisitiono Downloadso App saleso Paid upgradeso Featureso Ratingso Sources