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For example, consider an app usage question that has 15 options, and 4 out of 15 options are correct.
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But Onavo's real utility is pumping a ton of app usage data to its parent company, giving Facebook an invaluable bird's-eye view into mobile trends by observing which apps are gaining traction and which are fizzling out.
For a little general context on app usage, a recent year-end report from app analytics firm Flurry found overall app usage grew by 76% in 2014.
But more importantly, it serves as a window into app usage and trends.
If app makers all of a sudden block app usage for drivers, they could see declining engagement and user frustrations.
The week following the BuzzFeed post that kicked off the scandals and subsequent PR meltdown, Lyft saw a rise in app usage that spiked at 71percentt higher than average for Usage Time and a 67percentt spike in daily sessions.
It defines app usage as a user opening an app and recording a session.
It wasn't a bad strategy considering there is definitely a power law in app usage and there aren't that many apps needed to reach critical mass.
At first, news that users are accessing nearly 10 apps daily sounds like a notable increase from a report from a couple of years ago, which had painted a different picture of app usage.
To clarify: Flurry defines "app usage" as a user opening an app and then recording a session in the app – meaning the user actually engaged with the app for some period of time.
Application usage questions are generated based on a user's recent app usage history.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com