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Q4 2012 Power User Report

Posted by Deborah Powsner on February 11, 2013. [ Categories: App Developers, Mobile ]

Our Q4 2012 Power User report is here! Each quarter we look at what’s keeping the app world’s most active users engaged, amused and informed.

Big numbers from Q4:

576%. Power Users performed 576% more actions than the average user.

51/49. Power Users are almost evenly split by gender: 51% male, 49% female.

70% of in-app purchases in were made by Power Users.

That last number is a critical one for any developer who sells in their app. It also shows why Power Users are the real key to the app equation. If you connect with Power Users and bring them on board, you’re on your way to success.

We defined “Power Users” as the 33.3% who completed the most in-app activities across our network in Q4 (whether they were mPOINTS members or not). Then we compared them to patterns for the average app user.

We were interested to see that Power Users who were part of an in-app loyalty program were 2x more likely to buy than non-loyalty members. Users who spend their own money in-app are clearly motivated users, and we think this supports what we’ve always said: points and loyalty features do more than simply engage users more often. When done right, they actually create a deeper, richer relationship between the user and the app.

When you identify and reward your most active mobile users, you really are making a long-term impact for your business.

Questions? Feedback? We’d love to hear from you at