Users can interact with mobile devices in more ways than large screen devices. They can touch, swipe, tilt or shake them.
Mobile devices differs also in the context of the much shorter attention span they hold with users. Mobile users are more likely to abandon sites that take time to load. The connection speed is therefore, a greater priority. JS tags and other elements that slow down devices should be used sparingly, though this may become a lesser issue as carriers move to 5G and speeds improve.
Mobile devices also support the superior GPS (Global Positioning System) location tracking facility. Based on signals transmitted from satellites, devices can pinpoint user location. Large screen devices on the other hand, rely mainly on IP address.
Global Positioning System (GPS) is a utility that provides users with positioning, navigation, and timing services. It consists of three segments:
The US Air Force develops and operates the space and control segments.
Mobile apps are developed with SDKs (s/w development kits), for example iOS SDK or iPhone SDK. SDKs typically include an IDE (integrated development environment), a comprehensive facility for software development.
SDKs can also be configured to record and report usage analytics. Besides the usual metric, mobile analytic systems can access built-in features like GPS, gyroscope (orientation) and accelerometer, which are of greater relevance to mobile users.Instead of cookies, mobile users are identified through IDs, and since attention span is shorter, session timeout is 30 seconds, as opposed to 30 minutes for larger screens.
An important aspect of mobile analytics is the analysis of cohorts. Considering that most apps have relatively short life span and usage tends to decay over time, cohort analysis, i.e., grouping users based on the time app was installed is of greater relevance for apps.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
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