How sticky is the NextRadio app?
The Emmis NextRadio team says in their latest blog they’re looking into listening habits to the app over time. What they term “stickiness” is a measure of what percentage of people who had their first listening session within a given week returned to have another listening session within the next 30 days. The smartphone app facilitates listening to local FM over-the-air broadcasts via equipped smartphones, and adds interactivity features; proponents hope it will help expand radio’s presence and revenue model in the smartphone environment.
NextRadio said that of people who had their first listening session in a given week, 32% returned for another session within 30 days. So 32% of active users remained active 30 days later.
“The jury still seems to be out on what’s average, good or bad,” wrote NextRadio, adding it has a benchmark to improve.
In the meantime, Emmis segmented app users into two groups to learn more. Group A were users who had spent a significant listening session on a station providing full data delivery (album art, metadata and interactivity) and Group B were users who also had significant listening sessions but only on non-participating stations or those only delivering a logo.
The average user retention rate for those who have had the full NextRadio experience was 10% higher, according to Emmis. “Our data also shows that not only were more full experience users still active 30 days later, but they had 32% more listening sessions and 25% longer sessions when they tuned into the app.”
One last interesting note: Of the people who have opened and used the app at least once, if they’ve spent as little as five minutes listening to a station, the average 30-day user retention rate makes a 40% jump (from 13% to 55%), says Emmis.
At last count, there have been 83,000 downloads from the NextRadio app and approximately 5,500 stations have been tuned to, according to the organization.
