App Annie Adds New Demographics and Behavioral Data

App store analytics firm App Annie has added new metrics to its platform, to provide demographics and behavioral metrics about active users, penetration, frequency, duration and data usage.

App Annie is used by the developers of more than a million apps to track their performance. Its Store Intelligence product helps clients understand the app ecosystem; Audience Intelligence offers publishers in-depth analysis of app users' demographics, related apps and sentiment data; and the firm also has its own internal Research & Analysis division.

According to the company, the new data available through its App Annie Intelligence tool has been introduced to help brand managers and their agencies make informed, data-driven decisions to guide their company's app and mobile media buying strategy.

Mark Ungerer (pictured), General Manager of Enterprise Products, comments: 'Given how advanced and global mobile has become, it is often surprising how little app developers, investors and brand managers know about the users they seek. How do different demographic segments engage with my brand and my competitors? What are users doing outside of my app? Today's launch provides these answers and more, bringing a complete understanding of the customer to mobile.'

Web site: www.appannie.com .