U.S. Mobile App Engagement

Overview

Built around an anonymized, opt-in consumer panel, GWS’s Magnify provides critical insights into smartphone engagement – from understanding customer expectations to measuring mobile app usage and network performance. Magnify provides timely insights, extracted from our consumer panel, to companies, investors, and analysts wanting to understand how consumers engage, how products and services are used and viewed, and which brands are competitive and trending up or down. Data is collected from consumer Android smartphones 24 hours a day, 7 days a week, whenever and wherever consumers use their devices.

Data Information	Value
Refresh Cadence	`Monthly`
Historical Coverage	`2019`-`2024`
Geographic Coverage	`United States`

Schema

name	description
PANELISTID	Unique ID of the panelist.
AGE	AGE
ETHNICITY	ETHNICITY
GENDER	GENDER
INTENDEDMARKET	The market to which the panelist is designated
INTENDEDOPERATOR	The mobile operator to which the panelist is designated based on their mobile account
DEVICEID	Unique device id, based on a variant of the Ad Id
FACTID	For events, the unique ID of the event
OPERATOR	The mobile operator’s network on which the device is receiving service at the time
STARTACCURACY	Radius of uncertainty for the location at the start of event. Measured in meters.
DEVICEMAKEMODEL	Device Make/Model
PLATFORM	Android version
STARTMARKET	The market in which the data is being collected at the start of the event
STARTSTATE	The US State at the start of event. e.g. CA, TX
STARTLANDMARK	The name of the venue at the start of the event (where available)
STARTLANDMARKCATEGORY	STARTLANDMARKCATEGORY
STARTINBUILDING	Classify if the event start location is inside a building. 1 - yes; null - unknown
STARTGEOBIN3	The geobin of which the start location of the event belongs. The geobin is approximately 1km x 1 km. Format is geobin_latitude:geobin_longitude (e.g. 3350:-7011).
STARTZIPCODE	Zipcode at event start
ENDACCURACY	Radius of uncertainty for the location at the end of event. Measured in meters.
ENDMARKET	The market in which the data is being collected at the end of the event
ENDSTATE	The US State at the end of event. e.g. CA, TX
ENDLANDMARK	The name of the venue at the end of the event (where available)
ENDLANDMARKCATEGORY	The venue category such as Hospital, Education Institution, Shopping center or major retail center etc. (where available)
ENDINBUILDING	Classify if the event end location is inside a building. 1 - yes; null - unknown
ENDGEOBIN3	The geobin of which the end location of the event belongs. The geobin is approximately 1km x 1 km. Format is geobin_latitude:geobin_longitude (e.g. 3350:-7011).
ENDZIPCODE	Zipcode at event end
STARTTIMESTAMP	Start time of event. Measured in GMT.
ENDTIMESTAMP	The time when event is ended. Measured in GMT.
ENDLONGITUDE	Longitude at the end of event
ENDLATITUDE	Latitude at the end of event
STARTLONGITUDE	Longitude at the start of event
STARTLATITUDE	Latitude at the start of event
STARTGEOHASHID	Geohash ID at the start of event.
STARTGEOHASHCENTERLONG	Longitude of the Geohash center at the start of event
STARTGEOHASHCENTERLAT	Latitude of the Geohash center at the start of event
ENDGEOHASHID	Geohash ID at the end of event.
ENDGEOHASHCENTERLONG	Longitude of the Geohash at the end of event
ENDGEOHASHCENTERLAT	Latitude of the Geohash at the end of event
ENDZIPPLUS4	9-digit zipcode at the end of event
STARTZIPPLUS4	9-digit zipcode at the start of event
APPDESCRIPTION	Application name, if available
APPNAME	Android package name of the application e.g. 'com.facebook.katana'
ENDINBUILDINGAREA	Classify if the event end location is inside a building. 1 = yes; 0 = no; null not in checked market
FOREGROUNDDURATION	Duration when the app is in foreground. Measured in millisecond
FOREGROUNDENDTIME	End time of the app exits foreground. Measured in GMT.
FOREGROUNDSTARTTIME	Start time of the app comes to foreground. Measured in GMT.
SCREENOFFTIME	End time when the screen goes off. Measured in GMT.
SCREENONDURATION	Duration when the screen is on. Measured in millisecond
SCREENONTIME	Start time when the screen goes on. Measured in GMT.
VISIBLEDURATION	Duration when the app is visible (foreground and screen on). Measured in millisecond
VISIBLEENDTIME	End time when the app is visible (foreground and screen on). Measured in GMT.
VISIBLESTARTTIME	Start time when the app is visible (foreground and screen on). Measured in GMT.
HASCONCURRENTEVENT	Indicate if there are other apps currently visible in the foreground. Possible values: true vs false
ISP	Name of the Internet Service Provider
ISPTYPE	Type of ISP service: Home, Business or Null (Unknown)
START_DATACONNTECH	Data connection when the app becomes visible. Possible values are: 1xRTT, Cellular, EDGE,EHRPD, EVDO revision 0, EVDO revision A, GPRS, HSDPA, HSPA, HSPAP, HSUPA, IWLAN,LTE, No Service, UMTS, WIFI, Unknown, null
END_DATACONNTECH	Data connection when app becomes invisible. Possible values are: 1xRTT, Cellular, EDGE,EHRPD, EVDO revision 0, EVDO revision A, GPRS, HSDPA, HSPA, HSPAP, HSUPA, IWLAN,LTE, No Service, UMTS, WIFI, Unknown, null
YEAR	Year of the event
MONTH	Month of the event
DAY	Day of the event