Dive Brief:
- SurveyMonkey is going beyond surveys with its latest move: adding automated mobile data collection and comparative analytics to its product portfolio.
- The firm is offering its users incentives, such as insights into their own mobile usage and access to VPNs, in exchange for sharing all their mobile usage data with SurveyMonkey.
- SurveyMonkey collates the data through panels of U.S. mobile users that have downloaded an app that transmits their usage stats. The panels were initially created by Renzu, a company acquired by SurveyMonkey last year.
Dive Insight:
Mobile is where the action is. As marketers try to decipher consumer behavior on mobile devices, SurveyMonkey is launching a product to bring comparative analytics to the mobile world. SurveyMonkey is bringing in anonymous usage data from "hundreds of thousands" of iOS and Android mobile users in the U.S. The product could help marketers gain greater insight into how mobile consumers are using their devices and which apps are engaging them.
However, SurveyMonkey is not the only comparative analytics provider in the mobile space, as Marketing Land points, with App Annie being the biggest. SurveyMonkey aims to differentiate its offering with its "freemium" model, which allows free access to simple version of the analytics and the opportunity to upgrade to a premium offering. According to Marketing Land, SurveyMonkey Vice President Abhinav Agrawal touted the company’s 15 years of experience in acquiring, analyzing and presenting data as a differentiator from other mobile analytics firms.
SurveyMonkey's mobile analytics include usage and retention data, leaderboards, demographics, user base overlap, app affinity, average revenue per user, and app downloads. The mobile analytics are part of SurveyMonkey’s mission to help its clients make better decisions when making an ad buy in an app, developing a new app, or possibly even buying an app developer.
Mobile is becoming increasingly important to SurveyMonkey. Earlier this year, the company reported 40% of its traffic comes from surveys on mobile.