Nir’s Note: In this essay, Ryan Stuczynski and I discuss the relationship between habits and user satisfaction. Ryan was the Director of Analytics at Fab and today leads growth for theSkimm. Follow Ryan on Twitter or Medium.
Here’s the Gist:
- People have limited bandwidth when it comes to mobile app usage and habits matter for long-term engagement.
- Usage frequency helps explain whether a company is successfully creating user habits.
- Companies able to create more frequent usage habits enjoy higher user satisfaction as measured by Net Promoter Scores.
In the company’s first quarter earnings call, Facebook CEO Mark Zuckerburg told Wall Street investors, “almost 63% of people who use Facebook in a month, will use it in a given day.” He continued, “another stat that I think is actually quite interesting is we track how many people use Facebook not just every day … but what percent of people used it 6 days out of 7 days of the week. And that number, for the first time in the last quarter, passed 50%. So, that’s pretty crazy, if you think about it … more than 50% of people have used it 6 days out of 7 days of the week, almost every single day of a week.”