Design of the infographic The Liftoff Mobile App Engagement Index that answers many key questions about the impact of paid media on app engagement, setting cost-per-engagement benchmarks and conversion rates for the most common “post-install” events that users complete on mobile. Events measured are first time events only and include registering, sharing content, making a reservation (e.g. hotel, taxi, airline), making a purchase and subscribing to a paid service.

The index also examines engagement within six different app categories including Dating, Finance, Shopping, Social, Utilities and travel.

New to the Index is a look at the impact of gender on mobile engagement. Not surprisingly, differences do in fact exist amongst the genders, just as they do between iOS and Android users.