The 2019 Mobile Internet Phenomena Report has a new section this year measuring application engagement. This metric, which Sandvine tracks in many of our deployments, answers the question, "What percentage of my subscribers use Application X?" Some of the engagement numbers are pretty astonishing (maybe in a good way, maybe in a bad way).
In the Sandvine network intelligence KPIs, we track the percentage of subscribers that have been active in a designated period for each application that we have in our signature library. For fundamental protocols, you expect high subscriber engagement rates: Domain Name Service (DNS), Web Browsing (HTTP/TLS and HTTP), and Internet Control Messaging Protocol (ICMP). These are used by the vast majority of users without any thought or even intention because they are the foundation of internet communications.
What is interesting in the data is that some "voluntary" applications have extremely high engagement rates, far exceeding what you would think. Without stealing all of the thunder, I wanted to highlight some of the applications that had exceptional engagement — intentional or not.
Expected High Engagement: If I asked what mobile applications you expected would have high engagement, I bet Google, YouTube, Facebook, and Instagram would be on your list. All of these applications rated over 70% engagement in Europe and APAC (where we are publishing results on engagement in the report).
Unexpected High Engagement: Two applications that probably would not have been on your first pass of guesses would have been DoubleClick and Crashlytics. If you thought about it for long, DoubleClick would probably make a lot of sense as the leading advertising engine on the internet. DoubleClick's engagement rate was over 80% in APAC and almost 70% in Europe, demonstrating why Google's advertising revenue is so high. Crashlytics, on the other hand, probably would not have been unless you read the 2018 Global Phenomena Report coverage that showed how prevalent that application is in mobile applications. Crashlytics engagement is over 65% in Europe, clocking in at the #10 position in the region in engagement, which is actually not a good thing once you read what Crashlytics is designed for — reporting mobile crash data!
If you are interested in the Mobile Internet Phenomena Report, we will have two webinars on the report data:
"Cam is the Vice President of Global Marketing at Sandvine and responsible for Sandvine's overall global marketing. He is an avid follower of and the author of the Global Internet Phenomena report on network trends. He also loves football (the real kind played with a round ball) as well as an active blogger for Sandvine on a wide range of technology and business issues.
Areas of expertise: Internet trends, virtualization, analytics, network optimization, enterprise services