NextRadio Adding 1,000 App Users Per Day; New Data Sees 32% Retention Rate
December 10, 2013 at 5:15 AM (PT)
EMMIS COMMUNICATIONS and NEXTRADIO have provided an update of their regularly collected data, as well as some new discoveries about NEXTRADIO app users. The findings:
• Over 83,000 app downloads and climbing at over 1,000 new each day
• Over 5,500 FM radio stations tuned to from the app
• Over 43,000 hours of listening through NEXTRADIO
• A 4.4/5.0 GOOGLE PLAY STORE user rating
On their blog, NEXTMEDIA notes, "we now have enough time under our belts and user data to begin to do some serious user engagement analysis. What we’re looking for here is the app’s 'stickiness' by looking into the listening habits of individuals over time. A measurement in the mobile app world that serves to show this is a 30-day user retention rate: What percentage of people who had their first listening session within a given week returned to have another listening session within the next 30 days. Here’s what we found out. Our 30-day user retention is approximately 32%. That is, 32% of active users remained active 30 days later."
As to how this compares to other mobile apps, NEXTMEDIA notes, "The jury still seems to be out on what’s average, good or bad. FRED WILSON of USV set a bar a couple years ago that 30% was an average 30-day user retention rate, and since then, it’s remained about the same with other analytics firms like FLURRY and LOCALYTICS ranging from 15% being low to 50% being very good. MIXPANEL MOBILE ANALYTICS offers up this great perspective. Most importantly though, what we have now is our own benchmark. Knowing this information, we can strive to improve our stickiness and know when we’re successful."
NEXTRADIO concludes, "of the people who have opened and used the app at least once, if they’ve spent as little as five minutes listening to a station, the average 30-day user retention rate makes a 40% jump (from 13% to 55%). This speaks to the hypothesis that seeing is believing. It doesn’t take long for them to realize the value of what they’re holding in their hand."