By Sheryle Gillihan
Every organization that is developing an app has hopes of becoming the next viral hit, but even great apps compete for attention amongst the distractions.
Moneythink, the established and growing financial literacy program for urban, low-income high school students, also had high expectations of adoption for its app. After completing the Moneythink Mobile pilot last spring, our organization, CauseLabs, reviewed the quantitative and qualitative results with Moneythink. Their initial response? Disappointment. But the CauseLabs team saw something different. We saw the pilot program as a success.
Analyzing the Right Results
It happens all the time. Organizations that are building apps for the first time set the bar too high. Having years of app development experience, CauseLabs knew better than to expect astronomical results and saw success where Moneythink did not.
Consider some of the challenges of mobile engagement: Mobile users are selective when downloading apps due to limited device space. Moreover, studies have shown that, no matter how many apps are installed on a device, users only open an average of 20-30 of them per month. Even useful apps fail to hit 100% engagement.
Take email as an example of a useful app. For some of us, checking email is a daily to-do and behavior that has caused mobile email clients to far surpass their desktop counterparts. Yet, despite prevalent email use, fewer than 20% of email client users were active in the last 12 months, according to an IT Business Net article from earlier this year. Gmail, topping the charts for email usage, showed that only 11% of users were active over a 90-day period.
We don't expect to put a number as low as 11% on reports when we set new app engagement goals, but perhaps it is more realistic. Active use of an app from any user group (outside of paid staff) indicates that it offers something of value. When evaluating our work at CauseLabs, we look through the lens of the 1% difference. Not everything we build will be the next overnight hit, but we build tools to create impact. In the case of Moneythink Mobile, we are introducing financial literacy to the next generation of leaders. If we get Moneythink Mobile in front of 100 students and impact 1% of them in two months, what happens when we reach 1,000 students over a year?
Of the students in the Moneythink Mobile pilot group, 80% downloaded the app and 34% interacted with it, while 4% completed all nine challenges. This percentage may seem small, but these are power users. Moneythink can grow their user group and start to see the 4% impact increase over time.
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