Tom Hume from the mobile development agency Future Platforms gave a nice presentation of day 2 of the Mobile Web Summit focused on the idea of play, engagment, happiness and mobile. The killer stat from this presentation was:
- Mobile quiz app players usually played the games 3 times, this increased to 7.5 times on average if they entered a league table
- Not just explained by these users being just generally more engaged - they played 2 times on average before entering and 5.6 times after entering league
- shows power of social elements, gameplay etc in driving mobile
"My talk was looking at case studies of three mobile apps, two of which we'd done (Puzzler and the Ghost Detector), and one being the mighty Smule (which I've written about before). The main point I was making is that - as I was chuffed to hear Dan mention in his opening talk on day two - "all interesting mobile apps have some sort of social element". That said, this needn't involve all the classic paraphernalia of "social media" - i.e. conversations, contact management, or identity - and assuming that to be doing something social, you have to be building a branded Facebook, or a blogging platform, seems a little... crude. Audiences can be connected in more subtle ways, and as the examples of the league tables we launched for Puzzler, and the opt-in rate for Ghosty both show, these can lead to measurable increases in both uptake and loyalty."
Anyway the presentation is on slideshare and embedded below - it's well worth checking out: