Quotation Mulligan, Christopher, Vera Cruz, Carlito, Healy, Donagh, Murphy, David, Hall, Margeret, Nelson, Quinn, Caton, Simon. 2018. A Study of App User Behaviours: Transitions From Freemium to Premium. In HCI in Business, Government, and Organizations, Hrsg. Fiona Fui-Hoon NahBo Sophia Xiao, 396-412. Las Vegas: Springer.


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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.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Contribution to conference proceedings
Language English
Title A Study of App User Behaviours: Transitions From Freemium to Premium
Title of whole publication HCI in Business, Government, and Organizations
Editor Fiona Fui-Hoon NahBo Sophia Xiao
Page from 396
Page to 412
Location Las Vegas
Publisher Springer
Year 2018
ISBN 978-3-319-91715-3
URL https://link.springer.com/chapter/10.1007/978-3-319-91716-0_31
Open Access Y
Open Access Link https://link.springer.com/chapter/10.1007/978-3-319-91716-0_31

Associations

People
Hall, Margeret (Details)
External
Caton, Simon (National College of Ireland, Ireland)
Healy, Donagh (National College of Ireland, Ireland)
Mulligan, Christopher (National College of Ireland, Ireland)
Murphy, David (National College of Ireland, Ireland)
Nelson, Quinn (University of Nebraska, United States/USA)
Vera Cruz, Carlito (National College of Ireland, Ireland)
Research areas (Ă–STAT Classification 'Statistik Austria')
1127 Information science (Details)
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