Mobile growth stagnates, except for shopping apps; and for Hong Kong, fitness apps.

Mobile growth stagnates, except for shopping apps; and for Hong Kong, fitness apps.

Though year-on-year sessions for global mobile growth has been stagnating, apps for shopping; music, media and entertainment; as well as business and finance has been growing by 54%, 43% and 33% respectively, according to the latest Flurry Analytics Report. Apps for sports, photography, personalization – such as wallpaper and ringtone selection – all dropped by 8%. Though gaming saw a surge in popularity, the per session time slumped by 16% while lifestyle-oriented apps plunged more than 40%.

In Hong Kong, health and fitness apps saw a year-on-year growth of 227% followed by utilities and productivity (53%), shopping (47%) and lifestyle (26%).

"When we say fitness apps we mean trackers of all sorts – whether it's counting steps of other ways of recording personal fitness; or apps related to local studios that help people figure out class schedules, opening hours, directions and things like that. These are very sticky apps," says Flurry Director of Product Management David Lundell, who adds that he and his team are particularly interested in the migration of in activities from big screens to the small screen.

"Up until recently, a lot of shopping was done on the laptop and desktop; but more and more people are getting more comfortable with big purchases in apps," he says, adding that spikes are particularly evident during major shopping events like Cyber Monday and Black Friday.

To date, the age-old question for marketers is the five Ws and one H – who, what, where, when, why, how. Though modern-day analytics systems tick off almost all the boxes for online footprints, a big segment that's left in the dark: apps.

Helping solve this conundrum even before iPhone days is Flurry, which aims to answer for developers the who-how-and-where their app visitors are coming from. It is – in Lundell's words – a "core measurement and analytics platform that aids developers in understanding what's happening with their audience throughout the lifecycle."

"Because simply looking at downloads is just the beginning."