How to assess the effectiveness of your election mobile app up-take

A basic metric customers can use to assess how effective their marketing campaign has been for driving downloads of their app is calculating the up-take for the given demographic the app is targeting.

For election apps for instance, the metric may be calculated as follows:

% Smartphone up-take = (D / (P * E * S )) * 100%

% iPhone up-take = (Di / (P * E * S * I)) * 100%

% Android up-take = (Da / (P * E * S * A) ) * 100%

Where:

P = population of the electoral region

E = % of population of voting age

S = % of general population that have smartphones 

I = % of population who have smartphones that are using iPhone

A = % of population who have smartphones that are using Android

D = total downloads of the app 

Di = total downloads of the app on iPhone 

Da = total downloads of the app on Android 

Typical values for United States:

S = 68.8%

I = 41%

A = 52%

Note that our experience has shown that iPhone users typically download apps at more then 2 times that of Android users.  For election apps we also have observed that downloads increase in the last week leading up to the election, with downloads peaking the day before and day of the election.