How Do Consumer Apps Define an 'Activated User'?
Activation in consumer apps can vary significantly between different types of applications. Let's explore how this is characterized in both transactional and non-transactional platforms.
Transactional Platforms:
Similar to e-commerce platforms, transactional consumer apps, such as online payment apps, define activation primarily through the completion of the first transaction.
Non-Transactional Platforms:
In non-transactional apps like social media or free streaming services, in absence of a transaction, an alternative action has to be found which can be an indicator of potential long-term retention. This could include actions such as repeat usage or engaging deeply with a key feature.
Consider the following examples:
- ☞ Social Media or Communication: Creating a first post or crossing a threshold of engagement
- ☞ Utility Tools: e.g. navigation apps, photo filter apps: Regular usage of the tool's main functions.
- ☞ Content Streaming: Watching a certain amount of content or returning to the app consistently over a period.
Understanding the 'Aha Moment':
The 'Aha Moment' is a commonly used concept in Activation, essentially meaning the point where users perceive the real value of an app. This moment varies greatly among app types:
- ☞ In transactional apps, it might simply be tied to the first successful service use or purchase.
- ☞ In non-transactional apps, it's often related to a user's initial deep interaction with the app's core feature.
Takeaway:
Defining activation in consumer apps is about pinpointing what meaningful interaction looks like. Especially for non-transactional apps, the activation step and corresponding metric has to be tailored to the unique nature of each app.