Why users are more engaged on our iPad application compared to our web site
The numbers are pretty startling: our website visitors come for 1m 34s, and our iPad users come for just over 14m 20s each time they come to FanFeedr. I was recently asked why this was the case, and the usual answers came out:
- We offer a personalized service, so viewing it on a personal device should increase the time spent per session
- Using Facebook and Twitter, which we require for login, is easier on an iPad than on a work computer (our peak usage is around 3p ET (GMT -5).) Some workplaces restrict access to the social networks
- The iPad application is an easier way to consume information than our web application
That explains part of the 10-fold increase in time per session, but it doesn’t seem like enough.
Perhaps it was timing?
- We launched the FanFeedr iPad application on April 3rd, the day that the device launched.
- We were a featured application for the first week in the iTunes app store
- The 2010 World Cup began two months later, right after the 3G version of the device debuted in the United States.
That still doesn’t seem to full account for the difference.
The single answer that makes the most sense is that the iPad interface can’t multitask, and that single-threaded application behavior forces users to focus solely on our application.
Which sort of underscores that multitasking doesn’t make you smarter, and greatly impedes time spent on web sites, to boot.