Addiction Model Measures App’s Addictiveness Over Retention
March 28, 2014
The article on re/code.net titled Mixpanel: How Addictive Is Your App? presents a new analytic report called Addiction. Under a picture of a wrist cuffed to the smartphone it holds, the article cheerfully explains that fifty percent of social app users engage with the service for over five hours a day. Enterprise apps are used more during the business day, and messaging apps show a lesser addiction in their users, supporting the idea that people are now using social media apps for most of their communications. The article explains,
“Addiction adds an extra layer of insight that allows companies to analyze user behavior on an even deeper level. One thing that’s clear is that addiction is inextricably linked to function: If your product is a social app that people don’t use more than once a day, that’s a red flag — and not one you would have previously been able to catch if you relied solely on Retention.”
The article stipulates that the most important feature of Addiction is that it enables companies to visualize how “embedded” their service is in user’s daily schedules. This will allow them to better follow the effect of their smallest adjustments in the app and really see how their customers react. Whether or not this is a dangerous ability is not considered.
Chelsea Kerwin, March 28, 2014
Sponsored by ArnoldIT.com, developer of Augmentext
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