Active Insights lets you know what your users are doing with their devices outside of your app. View their cross-app usage and their levels of engagement. Identify competitors chasing on your audiences, potential partners for cross-inapp advertising and much more.

Visualize possession overlapsc

Note that you can track audience overlap between two apps, or between an app and a Watchlist. In this case, Watchlist's users are users having at least one app of the panel on their device. 

For this example, let's focus on the food industry. We'll first display audience overlap between Uber Eat and Deliveroo in the United Kingdom, in December 2017.

Overlap is displayed in terms of app possession, not app usage. In this example, 17% of users having either Uber Eat or Deliveroo on their device have both. 

Note that you can visualize the share of Uber Eats' owners that also have Deliveroo on their smartphone - here 26.7%. To do so, you simply need to hover the Venn diagram, see below. 

Finally, if you want to deep dive on the overlap trends, you can easily switch to display the daily or weekly changes.

This visualization is interesting to help you understand the general cross-app usage patterns. It does not explain why and how you users switch to another app though. This is why we also created another view focusing on user flows.

On the left, you can identify the share of users that had either Deliveroo only (in red), Uber Eat only (in green) or both apps (in blue) on 2017, December 1st.

At the middle of the chart, you see the user flows in December, that led to the state of the market in December 31st.

For instance, the segment that goes from the red block (on the left) to the red block (on the right) relates to users that only had Deliveroo on their device at the beginning and at the end of the time range.

Last but not least, you can also see the new owners (users that installed at least one of both apps for the first time) and the lost owners (users that uninstalled one or both apps and had no app of the panel left on their device at the end of the date range) in December.

Note that you can display only users that switched (meaning users that hadn't the same app on their device at the beginning and at the end of the month) to focus on the changes. 

Don't forget that you can hover any part of the chart to deep dive on any user segment.

Several insights can be retrieved from this section:

• We can first note that Uber Eat and Deliveroo experience a growth in terms of owner base in December. This is due to pretty large volumes of new owners, compared to lost owners. 
• In this regard, Uber Eat is even more dynamic than Deliveroo.
• When it comes to audience overlap, we see that the share of shared owners increases in December, from 22.7% to 23.5%, and this increase mostly benefits to Uber Eat.
• However, when users had the opportunity to test both apps, they tend to switch to Deliveroo rather than to Uber Eat (among the 15.1% users that had both apps on their device on December 1st, 38.4% uninstalled Uber Eat and 30.7% uninstalled Deliveroo in December)

Great, you now know how to track audience overlaps with competitors. But let's go even further, by analyzing how your shared owners engage with both apps. 

Analyze shared owners engagement

First, click on the Shared Owners Report, on the lateral bar.

You can then see how shared owners (in blue) engaged with Uber Eat and Deliveroo in December.

In our example, shared owners were more active on Uber Eat than on Deliveroo, since 27.2% of them used Deliveroo at least once compared to 30.9% for Uber Eat. We can see that they also spent more time per session on average on Uber Eat than on Deliveroo.

Note that red and green bars display the same metrics for Deliveroo's and Uber Eat's exclusive owners. This analysis is extremely important when it comes to assess shared owners' usage. In this example, there is a clear scissors effect for the active users metric: Deliveroo users tend to use more Deliveroo when they also have Uber Eat, while this is exactly the opposite for Uber Eat.

To sum up, we could conclude here that match up goes against Deliveroo but it is not a frank win for Uber Eat...