In February 2014, for the first time, internet usage for mobile apps exceeded that of PCs (47% to 45%) , and 8% of traffic was for mobile browsers. Modern marketers, entrepreneurs, publishers, and individuals should definitely consider the opportunities of this mobile explosion. What sets mobile data apart from data from other marketing channels is that it is unique and very personalized, and if you have powerful mobile analytics tools, it is possible to track behavior in a more sophisticated way than for desktops. The data includes session time, bounce pages, most popular pages, geolocation for where the app was used, user activity when the app was used, service integration, social plugins, and much more.
Amazingly, only 46% of companies use a mobile app analytics solution , which means that the other half of the companies are not getting any information about their mobile app users. Introducing a mobile app without analytics is a waste of resources because it is impossible to track the outcome and the progress of how everything is working. It is also impossible to measure ROI or introduce monetization to the mobile experience. The engagement can be personalized and improved if a mobile app is supported by a mobile analytics product. There are several major impacts that mobile app analytics has for marketers and developers.