How to assess the effectiveness of your municipal 511 / Road Condition 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 municipal 511 / Road Conditions apps for instance, the metric may be calculated as follows:

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

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

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

Where:

P = population of the municipality 

L = % of population that hold a drivers license

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 511 / Road Condition apps we also have observed that downloads increase during weather events or warnings of weather events.