Consumer Intelligence

Unfiltered insights on how mobile users are engaging with the world’s biggest and most important apps using data derived from Sensor Tower’s trusted panel of millions of mobile users

Engagement Insights

(Currently only available for Google Play)

 

Sensor Tower’s Engagement Insights takes data from our proprietary panel of mobile users and allows users to analyze and benchmark key usage metrics across apps, groups of apps, and categories. By analyzing these metrics across a time series, users can better understand how users of different cohorts are performing in relation to one another.

 

What is Engagement Insights?

With Consumer Intelligence’s Engagement Insights, you can select the users of either a single app, groups of apps, or an entire category and then compare the Time Spent and Session Count of these users with users of other apps, groups, or categories. Engagement Insights feels similar to what you may find in Usage Intelligence but takes it a step further by allowing you to view Time Spent and Session Count data across time in weekly or daily granularities.

 

For example, you can select users of Tinder, Hinge, and the group of apps Dating & Meetup to chart their average user Time Spent (in seconds) across a specified date range. 

 

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This allows you to get a good sense of how users of Tinder and Hinge may be spending less time in the app compared to the majority of competitors within their space.

You can also chart the data by Session Count to benchmark cohorts of apps by how often users are logging into the specified app/category.

 

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From this view, you can get a better sense of how users of Tinder and Hinge may be opening up the app less than users of the majority of dating apps in the space.

 

Engagement Insights Methodology

Consumer Intelligence pulls this unfiltered data directly from Sensor Tower’s own proprietary panel of mobile users. We capture raw session data from our users and aggregate it by app, group of apps, or category to determine how these users might use another app, group, or category.

Engagement Insights will determine which users and sessions will be pulled into the graph by the app, group, or category selected and the date range selected. Engagement Insights data will analyze the Active Users for the app, group, or category from the start of the date range minus 30 days to the end of the date range

 

Apps:

For example, let’s say we want to analyze the users of Tinder and Hinge by time spent. With the date selector set to May 1, 2020 - March 25, 2021, this will analyze any of Tinder and Hinge’s users who have logged a session since April 1, 2020 to March 25, 2021. Any user who has used Tinder or Hinge during this period will be used in this analysis. Engagement Insights will then determine the average amount of time spent on Tinder and Hinge between May 1, 2020 and March 25, 2021.

 

Groups and Categories:

This is similar for a group of apps or a category of apps. Engagement Insights will analyze all of the active users of the selected group or category in the time frame selected plus the 30 days prior to the beginning of the time period. Engagement Insights will then show the average amount of time spent in this group of apps or categories by adding up the average time spent for each app within this group or category.

 

Definitions & Thresholds:

The apps, groups of apps, and categories Sensor Tower has made available in Engagement Insights are taken from a combination of the data our panel provides on specific apps, a confidence threshold of that data, and a curated selection of the most influential apps by our expert analysts.

 

App: 

An app within Engagement Insights refers to a mobile app. We’ve determined which apps appear within Engagement Insights by the amount of confidence we have in the data being provided on that specific app. Apps are only available in Engagement Insights if we have enough session data from our panel to be confident in the results. Typically, we only capture apps with at least a consistent 1m in DAU.

 

Group: 

A group within Engagement Insights is a curated list of apps hand-selected by our expert analysts that have determined to define that specific sector of the market.

 

Category:

A category within Engagement Insights refers to the top 50 apps by downloads, in a quarter, from one of the Google Play Store’s defined categories. For example, if the Dating Category is selected, then Engagement Insights will pull in the active users from the top 50 Dating apps by downloads. The top 50 apps are updated each quarter. 

 

Date Range:

Data between each date range is calculated via active user data from 30 days prior to the start date to the end date. For example, if the date selector is set from May 1, 2020 - March 25, 2021, then the data is taken from users who have logged a session from April 1, 2020 - March 25, 2021.

 

Additional Thresholds:

  • Engagement Insights data is available in a Worldwide, Latin America, Southeast Asia or US view.
  • Available in both weekly and daily granularity.
  • Data can be depicted as a line graph or a market share graph.

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