I spend a lot of time here at Mixpanel speaking with app developers about their user experience. One question I get all the time is, “Do you think we should use Facebook auth?”
My answer is yes. Here is why.
Many PMs argue that social auth adds too many logos to their login page, and that it’s generally a bad practice to entrust a third-party service with your users’ data. These points are very well articulated by Aarron at Mailchimp. His conclusion is that social logins can damage brand consistency, and that the impact on login failure rate can be mitigated by careful attention to errors in your native sign-in process.
While Aarron raises valid points, I think that this discussion does not fully address all of the advantages of a social plug-in. Sure, he touches on an increase in sign-up conversion and a decrease in forgotten passwords. And Facebook happily points out that:
Today, more than 350 million active users currently access Facebook through their mobile devices. Users logged into the Facebook for iOS or Facebook for Android app can use the “Login with Facebook” button and, in one-click through a permissions dialog, login to your app. This saves users from typing in an e-mail address and password for apps that require registered users. Since the launch of SSO, developers implementing it in their apps have enjoyed increased user registrations and access to the Graph API to build in-app social experiences.
As someone who spends all day everyday helping clients navigate their own data, the most interesting part of this text is the very last sentence – access to the Graph API! Now, depending on what data you request permission to access in the log-in flow, you’ll have a number of delicious datapoints available to you:
A common permissioning step might request access to: your public profile, friend list, email address, birthday, current city and likes.
That’s a ton of incredibly useful data! Now, I know what you’re thinking. If you request permission to so much data up-front, you might scare users off and risk losing them altogether. One way to avoid this is to request just basic info in the sign-up, and request additional data later in the app flow. For example, you might want to request this data when a user shares content, or checks in, or invites a friend.
Back to the data – you might be asking yourself what’s so great about public profile info, birthday, likes etc? Well, if you’re using Mixpanel, you can store all these juicy tidbits as properties, and use them to segment your audience, understand who is most engaged, and trigger emails or push notifications or surveys.
Imagine if you can trigger a survey to all users who mention “sports” in their bio, are male, and are between ages 20 – 25 asking them specifically if the sports content of your app is entertaining? Or maybe you’ve built an e-commerce app and want to target an offer for white shoes to women who are engaged?
Overall, I’m delighted when I work with clients who are intelligently leveraging the Graph API and storing this data in Mixpanel – they can dig deeply into their cohorts and engage their users on a whole different level.
So, TLDNR: when you’re making the social auth tradeoff decision, make sure you value the worth of the data – and make sure you send this data to Mixpanel!
The late nights were the biggest eCommerce activity surprise this long holiday weekend. However, biggest spikes in week-over-week activity levels took place when you’d expect less shopping and more sleeping. On Thursday, Nov. 28 activity spiked 190% over the previous week at 1am and again at 11pm with a big spike of almost 140% over the previous week. Saturday’s week-over-week high happened at 1am with a 121% increase in activity.
On Wednesday eCommerce activity was consistently higher than the previous week. But activity on Wednesday really took off starting at 10am with a 65% week-over-week increase. On Thanksgiving, people must have been preparing food with one hand and doing some shopping–or browsing at least–with the other. On Thursday at 11am when we saw an almost 88% increase in activity compared to the previous week.
Black Friday did not disappoint in terms of consumer activity. The entire day had higher levels of activity than the previous Friday. But the big high points for Friday were:
Biggest week-over-week spike: 64% at 10am
Activity high point: 7pm with an almost 40% week-over-week increase in activity
This holiday weekend is the official kick off to the holiday shopping season and according to Forrester Research online sales are expected to grow 15% year over year (visit the good folks at AllThingsD for more on the Forrester Report).
But you don’t need to wait to find out how active US consumers are online on the big shopping days of black Friday and cyber Monday. We’ve added a new Black Friday and cyber Monday report to Mixpanel Trends to let you follow the spikes in eCommerce activity in the US as they happen. As of this afternoon, activity is already up 19% over this time last week.
This new report features a week over week comparison of US eCommerce activity. Hover over the lines to see the percent difference in activity between this long holiday weekend and the previous week.Note that the time/dates in the report are PST.
Our Trends reports are based on an aggregated set of the more than 16 billion actions analyzed by Mixpanel each month. In Mixpanel, an action is defined by our customers and can be anything from logging in to an app to making a purchase or finishing a level in a game. This report features an aggregated set of US activity on mobile apps and websites in the eCommerce vertical.
If you are concerned about fragmentation of the Android OS stop looking at KitKat and instead take a dive into Jellybean. Yes, activity on KitKat is still at less than 1% almost two months after it was released. But that’s trying to force a comparison to iOS that’s apples to oranges. Instead look at the rise of Jellybean over the last six months.
Jellybean up & Gingerbread down
In May 2013 Gingerbread & Jellybean were the dominant versions of the Android OS accounting for 68.79% of total Android OS activity. Compare that to November 2013 to date where the Gingerbread & Jellybean versions of Android account for 78.69% of total Android OS activity. That matches the 78% of total iOS activity on iOS7 as of today.
What’s incredible to see over this six month time window is the drop in activity on Gingerbread and the corresponding rise in activity on Jellybean.
In May 2013 Gingerbread was the dominant version of the Android OS accounting for 30.37% of total Android OS activity. Compare that to November 2013 to date where Gingerbread only accounted for 16.75% of total Android OS activity. That’s a drop of almost a half.
In May 2013 Jellybean was already the dominant version of the Android OS with 38.42% of activity. But by November that jumped to reach 61.94% of all Android OS activity on this single version of the OS.
Ice Cream Sandwich slowly melting
This version of the Android OS saw an almost 10% decrease in activity over the past six months going from 27.48% of total activity in May 2013 to 18.61% of total activity in November 2013.
Froyo, Eclair, & Honeycomb have gone to their sweet resting place in the sky
Developers no longer need to put energy against supporting the Froyo, Eclair, and Honeycomb versions of Android as they account for less than 2% of total Android OS activity in November 2013. That’s down from 3.45% in May 2013.
Check out the reports on Mixpanel Trends to see the data for yourself. This report is based on an aggregated set of the more than 16 billion actions analyzed by Mixpanel each month. In Mixpanel, an action is defined by our customers and can be anything from logging in to an app to making a purchase or finishing a level in a game. This report focuses on activity on smartphones running the Android Operating System. The report analyzes actions during May and November 2013.
Today marks the two month anniversary of Apple’s release of iOS7 and a new milestone in the adoption of this latest version of iOS. And as of this morning, 80% of total iOS activity is taking place on iOS7, 17% on iOS6 and 3% (rounded up) on older versions of the OS according to our iOS7 adoption report on Mixpanel Trends. The two newest versions of iOS — iOS7 & iOS6 — now account for 97% of total iOS activity.
If you have an iOS app and are still dedicating resources to supporting iOS5 or older, it may be be time to rethink your efforts.
14 days after the release of Android KitKat the latest version of the Android OS only accounts for 0.23% of activity. But with Google’s announcement this morning that wi-fi models of the Nexus 7 and Nexus 10 can now get Android KitKat–and cellular models getting the update “soon”–the level of Android activity on KitKat might start to gaining steam.
Samsung is far and away the dominant Android device manufacturer. In October 2013 Samsung devices accounted 63% of all activity on Android OS devices according to the Android manufacturers report on Mixpanel Trends.
But activity and marketshare are two different things. According to IDC Samsung had a 39% share of the Android smartphone market in Q2 2013. That’s head and shoulders above the other device manufacturers who make Android smartphones. No other single device manufacturer accounted for more than 10% of total Android marketshare.
But marketshare is simply devices in hand, it does not equal active engaged people using those smartphones. This is where Mixpanel’s activity based data comes in.
People with Samsung Smartphones are the Most Active
Samsung share of Android smartphone activity is almost 2x their market share in Q2 2013. In Q2 2013, 56.67% of total Android smartphone activity took place on Samsung devices compared to their 39% market share according to IDC.
The Android device manufacturer with the second largest market share according to IDC is LGE with 6.5% of the Android market in Q2 2013. According to Mixpanel’s data LGE devices accounted for 7.20% of all Android activity. Their market share and activity numbers are less than 1% apart. It’s also worth noting that HTC, Sony and Motorola are next up in the activity stakes with 7.11%, 5.66%, and 5.53% of total Android activity, respectively, in Q2 2013.
If you take the Samsung activity numbers at face value, this means that the people with Samsung smartphones are almost twice as active on their devices as people with other Android smartphones. So is that true across all Samsung smartphones or are there just a few devices driving this high level of activity?
Samsung’s Hero Devices: Galaxy S3 & S2
Samsung is known for manufacturing a huge range of Android smartphones. But when you look at where the activity was focused in Q2, just three Android smartphones accounted for almost 50% of their total activity. The Samsung Galaxy S3 had the largest share at 24.37%, followed by the Galaxy S2 with 16.76% and the Note 2 with 9% of total activity. While this chart does not show the long tail of Samsung Android devices, each of those accounts for a very small percent of their total activity number.
Samsung’s lead is widening
Just looking at Q2 2013 does not give the full picture as we are now in Q4 and things change quickly. In the past eight months–March through October 2013– Samsung’s share of Android smartphone activity has more than doubled. They are gaining steam.
When you take Samsung’s outsize share out of the chart, it’s clear that LGE, HTC and Sony also saw their share more than double over the same time period. But their base is much smaller and none of them appear to be breaking out to challenge Samsung’s dominance.
The data in this report is based on an aggregated set of the more than 16 billion actions analyzed by Mixpanel each month. In Mixpanel, an action is defined by our customers and can be anything from logging in to an app to making a purchase or finishing a level in a game. This report focuses on activity on smartphones running the Android Operating System. The report analyzes actions during April, May, and June 2013.
Clear your calendar on November 14 from 5-7pm for the next Mixpanel Office Hours. This month we are very excited to welcome Andrew Staub, the Growth Lead at Venmo, for a talk on Leveraging Social Proof for Growth.
Venmo is an app that helps you make and share payments by letting you send money to friends for dinner, drinks, rent, etc. and checkout in other apps with a single click, removing the need to re-enter credit card information. Andrew and his growth team has focused on using social virality to help drive their recent growth. In his talk Andrew will share what he’s learned about the value of social proof and the power of the customer invite.
When: Thursday, November 14 at 5:00 – 7:00pm
Where: Mixpanel HQ – 799 Market St, 7th Floor, San Francisco
Cost: $5 (includes ample food, beer, and Mixpanel tees)
RSVP: Please RSVP here to attend.
We expect a full house for this Office Hours, so get your ticket now.
The iPad Air went on sale on Friday and one day later, Saturday, already accounted for 2.33% of all iPad activity. That was the high point so far for the iPad Air which as of today, three days post launch, accounts for between 1.55% of all iPad activity.
The spike in iPad Air activity corresponded with a drop in activity on the dominant iPad, the iPad 2, which saw activity drop almost 2% to 36% of all iPad activity when the iPad Air hit its high point on Saturday.