A study of app user behaviours: Transitions from freemium to premium

Christopher Mulligan, Carlito Vera Cruz, Donagh Healy, David Murphy, Margeret Hall, Quinn Nelson, Simon Caton

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

Abstract

With the increased digitization of businesses and consumers, it is now not unusual for consumer businesses to solely engage with their customers through digital channels. Many such app driven businesses adopt a freemium business model, whereby use of the entry level service is free, whilst provision of premium content and services is for a fee. With no person to person contact with their customers, these businesses must rely on consumer data analytics to guide decisions on consumer marketing to incentivize users to adopt the premium services. This business scenario provides the motivation for this research project. In our research, using machine learning classification techniques, the team identified the key customer app usage attributes which were the main predictors of future paying subscribers.

Original languageEnglish (US)
Title of host publicationHCI in Business, Government, and Organizations - 5th International Conference, HCIBGO 2018, Held as Part of HCI International 2018, Proceedings
EditorsBo Sophia Xiao, Fiona Fui-Hoon Nah
PublisherSpringer Verlag
Pages396-412
Number of pages17
ISBN (Print)9783319917153
DOIs
StatePublished - 2018
Event5th International Conference on HCI in Business, Government, and Organizations, HCIBGO 2018 Held as Part of HCI International 2018 - Las Vegas, United States
Duration: Jul 15 2018Jul 20 2018

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume10923 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Other

Other5th International Conference on HCI in Business, Government, and Organizations, HCIBGO 2018 Held as Part of HCI International 2018
CountryUnited States
CityLas Vegas
Period7/15/187/20/18

Keywords

  • Analytics
  • Computing
  • Data
  • Machine learning
  • Mobile apps, finance

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

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