Mobile App Analytics: A Multiple Discrete-Continuous Choice Framework

Management Information Systems Quarterly (MISQ), Forthcoming

44 Pages Posted: 22 Oct 2015

See all articles by Sang Pil Han

Sang Pil Han

Arizona State University, W.P.Carey School of Business

Sungho Park

Arizona State University (ASU) - W.P. Carey School of Business

Wonseok Oh

College of Business, Korea Advanced Institute of Science and Technology (KAIST)

Date Written: October 20, 2015

Abstract

The number of mobile apps launched in the market has exponentially grown to more than 2 million, but little is known about how users choose and consume apps of numerous categories. This study develops a utility theory-based structural model for mobile app analytics. We use the theoretical concepts of utility and satiation along with the factor analytic approach, as bases in simultaneously modeling the complex relationships among choice, consumption, and utility maximization for consumers of various mobile apps. Using a unique panel dataset detailing individual user-level mobile app time consumption, we quantify the baseline utility and satiation levels of diverse mobile apps and delineate how app preferences and consumption patterns vary across demographic groups and affected by persistent use and time trends. The findings suggest that users’ baseline utility substantially diverges across app categories and that their demographic characteristics and habit formation explain the appreciable heterogeneity in baseline utility and satiation. These parameters also exhibit positive and negative correlations in mobile websites and app categories. Our modeling approaches and computational methods can unlock new perspectives and opportunities for handling large-scale, micro-level data, while serving as important resources for big data analytics and mobile app analytics.

Keywords: mobile analytics, mobile web and apps, time use modeling, satiation, interdependence, structural econometrics

Suggested Citation

Han, Sang Pil and Park, Sungho and Oh, Wonseok, Mobile App Analytics: A Multiple Discrete-Continuous Choice Framework (October 20, 2015). Management Information Systems Quarterly (MISQ), Forthcoming, Available at SSRN: https://ssrn.com/abstract=2676823

Sang Pil Han (Contact Author)

Arizona State University, W.P.Carey School of Business ( email )

Tempe, AZ 85287-3706
United States
480-965-8603 (Phone)

HOME PAGE: http://https://apps.wpcarey.asu.edu/directory/people/profile.cfm?person=2255149

Sungho Park

Arizona State University (ASU) - W.P. Carey School of Business ( email )

Marketing Department
PO Box 874106
Tempe, AZ 85287-4106
United States

Wonseok Oh

College of Business, Korea Advanced Institute of Science and Technology (KAIST) ( email )

85 Hoegiro Dongdaemun-Gu
Seoul 02455
Korea, Republic of (South Korea)

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