Average App Session Duration is a metric that reveals the average time users spend on an app per session.
The Average App Session Duration is a popular metric used by mobile app developers and e-commerce businesses to evaluate user engagement and the overall effectiveness of an app's user interface and functions. The metric provides a detailed understanding of how long a user spends on an app per session, thus indicating the app's stickiness, usability, and value it brings to users.
Average App Session Duration = Total Time Spent on the App / Total Number of Sessions.
Let us imagine that users spend 500 minutes on an app over 50 sessions in total, the average app session duration would be 500/50 = 10 minutes.
The higher the Average App Session Duration, the better is the app's user engagement. The metric indicates the level at which users are satisfied with the app's usability, features, and content. A low session duration may suggest that users are leaving the app soon after accessing it, which could point to a confusing interface, poor content, or bugs in the system.
Several elements influence the Average App Session Duration, from the user-friendly design of the interface, the quality of content, to the loading speed of the app. Further factors include how regularly the app is updated, if it offers personalized features, and whether it sends notifications to re-engage users.
Increasing the Average App Session Duration involves enhancing the app's functionality, resolving technical glitches, and offering valuable content that retains the user's interest. Gamification of the app can also encourage users to spend more time and regularly engage with the app.
Average App Session Duration closely correlates with other e-commerce metrics like Bounce Rate, Retention Rate, and Conversion Rate. A higher Average App Session Duration generally results in lower bounce rates, increased user retention, and improved conversion rates, thus benefiting overall business profitability.