Comments on: Shopkick Rounds Corner on 2M (Active) Users http://staging.blog.biakelsey.com/index.php/2011/07/07/shopkick-rounds-the-corner-on-2m-active-users/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 By: Mike Boland http://staging.blog.biakelsey.com/index.php/2011/07/07/shopkick-rounds-the-corner-on-2m-active-users/comment-page-1/#comment-461901 Fri, 08 Jul 2011 15:24:39 +0000 http://blog.kelseygroup.com/?p=16295#comment-461901 Good point. Irrelevant was a strong word. What i meant was that the barrier is so low to download free apps so measuring those who do so isn’t a good measure of success.

My iphone has over 100 apps and I use maybe 7 on a regular basis. In this environment “active users” needs to replace “users” as the metric that is paraded around in press releases and other company marketing that they’ve reached user milestones.

Number of downloads or registered users means a lot less in this environment when apps are downloaded so easily then just languish on home screens(see that famous Flurry study everyone always points to about declining app usage over time).

It applies to other areas as well. Myspace for the past few years has been using registered users as a public metric. Most of those users had defected to Facebook but still kept their myspace profiles in tact – thus still counted as registered users. In social, session lengths and page views is a better metric. In the mobile app world, it’s got to be something other than app downloads

But you’re right that all of this pales to the ultimate metric which is conversions. I don’t disagree there; location awareness, deals, payments, and all the stuff we’ve been harping about is all about conversion metrics.

]]> By: Cory Grassell http://staging.blog.biakelsey.com/index.php/2011/07/07/shopkick-rounds-the-corner-on-2m-active-users/comment-page-1/#comment-461889 Fri, 08 Jul 2011 13:49:56 +0000 http://blog.kelseygroup.com/?p=16295#comment-461889 Measuring the number of users isn’t irrelevant, so long as you can understand the impact of those numbers. Ultimately, the goal is to boost sales; while everyone touts engagement and brand advocacy, businesses are still in it to make sales. Same thing goes for a physical location — you can have hundreds to thousands walk through the doors on a daily/monthly basis, but if no one buys you’re not going to stay in business. Getting registered users is the first step; the next step is to encite them to take action…and then measure that action.

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