What is engagement and why it’s important
Engagement is the process of actively building, nurturing, and managing relationships with customers. It’s important because it increases retention, and retention is the first step for growth.
Engagement can mean different things based on the function of the app and the type of user. It is important to segment our users to help us understand how they are engaging with our app. Every user is different and different mediums lead to different levels of engagement. For example, if you have a mobile website and also a mobile app, you’ll see that the engagement varies from one to the other. Studies and research show that most of the time people spend on mobile is spent on apps. The average time spend in mobile web is 19 minutes per day and the average time spent in an app is 1.9 hours per day.
Even though time spent in apps dominates mobile usage we need to remember that 25% of all apps are used just once before being discarded.