Data Insights

Celebrating Christmas with Data

We believe in being data driven, the importance of new metrics for the new world and the power of the OKM. But we also enjoy spending time with data to see what new insights we can uncover. This week we decided to take a quick look at what devices consumers spent time on and where on December 25, 2012–a singular day that finds most people spending time with family, friends and the Internet.

Each month Mixpanel analyzes more than 6.5 billion actions. This quick analysis is based on actions analyzed by Mixpanel on December 25, 2012 and December 18, 2012. In Mixpanel, an action is defined by our customers and can be anything from logging in to an app to making a purchase or finishing a level in a game. Our more than 600 customers are businesses that use Mixpanel to understand how their combined 50 million customers use their mobile app, mobile site or desktop site.

Celebrating Christmas Online

On December 25, 2012 Mixpanel analyzed 695 million actions, a 5% increase over the previous Tuesday (December 18, 2012). On Christmas day consumer activity was almost evenly split between mobile and desktop devices, with mobile devices taking the slight edge with 51% of actions. What this does not show is the spike in mobile activity on Christmas day. It becomes more apparent when we compare December 25 to the previous Tuesday, December 18, 2012 when mobile devices accounted for only 40% of actions.

Focusing in on mobile, it’s clear apps won the day. On December 25 the vast majority of mobile activity Mixpanel measured–fully 98%–took place inside Android or iOS apps. iOS apps saw slightly more activity from consumers on Christmas day, with 54% of actions coming from iPhone apps compared to 44% from Android apps.

Nation of Internet Addicts

We also took a closer look at where this consumer activity was coming from in the United States on Christmas day. Despite the holiday, consumers across the country still fired up their computers with the most activity coming from the three most populous states: California, New York and Texas. Desktop activity was fairly concentrated with only eight states having more than three million actions on December 25.

Not surprisingly the three states with the biggest population–California, Texas and New York–were also the three states with the most mobile activity on December 25, 2012. But it was interesting to see how mobile actions were more geographically diverse than desktop with 12 states having more than three million actions taken by consumers on December 25, 2012. All 12 of these states also had a greater percentage of their mobile actions come from iOS than from Android devices.

The three states with the lowest levels of mobile activity on Christmas were the three states with the lowest population–North Dakota, Vermont and Wyoming.

Top Internet Cities on Christmas Day

The cities with the highest numbers of Internet actions were also the high population centers. The top US cities with the most desktop Internet activity on December 25 were:

  1. New York City
  2. Los Angeles
  3. Chicago
  4. Houston
  5. San Francisco

The top US cities with the most mobile Internet activity on December 25 were:

  1. New York City
  2. Chicago
  3. Los Angeles
  4. Houston

Note that these insights provide only a snapshot of consumer activity on Christmas day and are based solely on actions analyzed by Mixpanel. Starting in 2013 we intend on sharing more data driven insights with a focus on more actionable metrics like retention and engagement.

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