Measure Protocol's "MobileLife Behavior Report" Reveals Consumer In-app and Subscription Purchase Behaviors

Measure Protocol
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Measure Protocol's "MobileLife Behavior Report" Reveals Consumer In-app and Subscription Purchase Behaviors

New insights into purchase behaviors illustrates the growth of Tiktok, subscription based purchases, and gaming in-app spend.

LONDON, February 16, 2022 -- Measure Protocol has released its second edition of the "MobileLife Behavior Report" based on behavioral data collection using the company's proprietary Retro technology. Capturing mobile device and app usage, along with in-app purchases in a privacy-first and user-permissioned manner reveals the ability to access new forms of data. The latest report illustrates the in-app and subscription purchase behaviors across the iOS ecosystem. These insights garnered from over 30,000 of the most used apps on a weekly basis, illustrate the growing trend of subscription based services.

“Brands and app publishers are thirsty for new forms of data, and until now, iOS data has been increasingly difficult to access on a granular level,” said Owen Hanks, CEO and co-founder of Measure Protocol. “Customers are augmenting their current data sources, including App Annie and Apptopia with more granular user-level data and digital behaviors to develop product and competitive intelligence strategies. iOS represents over a billion consumers which are not accurately being measured - until now.”

The new report uses data collected from U.S. adults via Measure's Retro solution, which provides access to consumer based behavioral data. It encourages greater sharing by not only fairly rewarding consumers for completing data sharing tasks on their mobile phones, but also by providing a fully permissioned, transparent and user-friendly environment.

Going beyond traditional metrics such as downloads and installs; the report focuses on actual user engagement metrics. Some key findings include:

  • TikTok weekly active users grew by over 13%. Adoption across those aged 18-25 has grown dramatically since June 2021 and is quickly approaching the usage levels of YouTube.
  • Snapchat continues to drive engagement. Snapchat continues to be one of the most engaging apps and most first used when a users phone is first picked up.
  • Community based engagement of Discord reflected in notifications. Discord attained the highest average number of notifications, closely followed by Snap.
  • SHEIN experiences the largest increases in active users. SHEIN moves into third place with nearly 18% of users 18-25.
  • Subscriptions increase from 39% to 46% of in-app purchases. Subscriptions are quickly gaining popularity among users.
  • Gaming dominates in-app purchases. When ranking total spend by in-app purchases, all top 10 include mobile gaming companies.

The MobileLife report highlights additional key findings via Retro and demonstrates the opportunity for more insights. The report's underlying data, specific analysis and dashboards are available to brands, researchers and publishers. Data is regularly updated as members continually share new activities and behaviors. 

Access the complete report here: