Glossary

  • Daily Unique Users (DUU): Number of users who have used the service at least once in a day, averaged over days in the month
  • Mobile Reach [%]: Number of users who have used the service at least once in the month on a mobile device divided by the total number of mobile users in the USA
  • Monthly Unique Users (MUU): Number of users who have used the service at least once in the month
  • Rate of return: The amount of users that continue to use a service over a given period of time.
  • Reach [%]: Number of monthly unique users divided by the total size of the 18+ online population in the USA
  • Session / All Device Sessions Where A is Present = Affinity Score %.
  • Sessions per Month per User [#]: Average number of sessions in the service in the month per user
  • Smartphone Users [M]: Number of unique monthly users who accessed the service at least once in the month on a Smartphone device, in millions of users
  • Stickiness: Measure of user engagement which answers the question, “how likely is a user to return to the service day after day?” Calculated as average daily users over total monthly users (DUU / MUU)
  • Tablet Users [M]: Number of unique monthly users who accessed the service at least once in the month on a Tablet device, in millions of users
  • Time Spent per Month per User [Hours]: Average time spent in service in the month per user, formatted as “HH:MM”


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