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The Third Quarter of 2021

Users

July 1, 2021 – September 30, 2021

The total number of users is 161,165. 

The total number of new users is 155,566.

There were 220,886 sessions in all.

The average number of sessions per user is 1.37

The pageviews are 1,026,695.

The pages per session are 4.65.

Average session duration 00:03:07

Bounce rate is 47.91%

· 59.19% of speak United States’ English, 9.70% speak English from Great Britain, 3.10% Speak Mandarin from China, 2.67% speak English from Canada, 2.66% speak Spanish, 2.45% speak French and the rest speak other languages.

· 44.39% of the users are from United States, 9.20% are form India, 5.92% are from Canada and 4.94 are from United Kingdom while the rest are from other nations in Europe and Asia

· Majority of the users have come from unknown cities (7.79%) while most of the users with declared cities are from Singapore, London and around the United States

· The leading cities are New York, London, and San Jose.

· Majority of the users have come from unknown cities (7.79%) while most of the users with declared cities are from Singapore, London and around the United States

· The leading cities are New York, London, and San Jose.

· 75.48% of users browse with Chrome

· 17.48% of the users browse with Safari.

· 3.40%of the users browse with Edge

· 1.60% of the users browse with Firefox

· The remaining 12.36% use other browsers

· No other single browser is used by more than 2% of the users

· 32.27% of the users use Windows

· 26.01% of the users use Macintosh

· 16.39% of the users use Android

· 15.38% of the users use iOS

· 8.85% use Chrome OS

· 1.11% use Linux while 0.01 use Tizen

· 51.45% of the users use Android operating system

· 48.51% of the users use iOS operating systems

· Android and iOS account for 99.96% of the operating systems used by the users

· 12.50% of the users have a screen resolution of 414 x 896

· 11.75% of the users have a screen resolution of 390 x 844

· 7.42% of the users have a screen resolution of 375 x 812

· 5.86% of the users have a screen resolution of 360 x 800

· 5.70% of the users have a screen resolution of 428 x 926

· There is a good distribution of uses who use different levels of screen resolution

The ratio of 1 Day Active Users to 28 Day Active Users, expressed as a percentage is 2.54%. This is obtained as (1398/55093) *100 which gives 2.54%. The graphs for 1 Day Active Users to 28 Day Active Users show the same trend over time. This illustrates that there is consistency between the 1 Day Active Users to 28 Day Active Users.

Question 2b: 2020 vs 2021

1-Day active users grew by 2.2% from 2020 to 2021. This illustrates increased effectiveness of marketing from the third quarter in 2020 to the third quarter of 2021

The bounce rate decreased from 45.55% to 45.45% between the period Q3 2020 and Q3 2021. this represents a decrease of bounce rate by 0.21%.

Page views increased by 15.91%. The page views were 1349719 in 2021 versus 1134778 in 2020.

The number of users aged between 18 and 24 increased by 23.44% from 27941 in the first half of 2020 to 34490 in the first half of 2021. On the other hand, the number of users aged between 25 and 34 years decreased by 6.47% from 44507 in the first half of 2020 to 41628 in the first half of 2021

The proportion of all the other ages increased over the same period. 35-44 age group increased by 18.61%. The ages of 45-54 increased by 52.38%. 55-64 increased by 38.34% while 65+ increased by 41.60%. The greatest increase was for the ages of 45-54 years.

CompanyOne’s efforts of increasing female users from 2020 to 2021 appear to be very successful. The proportion of female visitors increased by 30.56% from 44804 in the first half of 2020 to 58498 in the first half of 2021.

The targeted marketing campaign to attract new users to their online store in the third quarter of 2021 appears effective. New users dropped by 1.3% from 52856 from 2020 to 52171 in 2021. CompanyOne attracted fewer new users from July - September 2021 compared to the same period in 2020 irrespective of gender

CompanyOne attracted fewer new male users from July - September 2021 compared to the same period in 2020. The proportion of new male users decreased by 8.60% from 32339 to 29558.

The top three countries which sent users to the CompanyOne online store from August 2020 to July 2021 were United States, India and Canada which accounted for 41.80%, 9.07% and 5.93% of the users.

When analyzing the percentage change in the number of new users by country of residence, the United States had the best percentage change in new users from August 2020 to July 2021 with

41.89% compared to 9.07% for India. Canada showed the least improvement of 6.01%.

The top five U.S. states which sent users to the CompanyOne online store from August 2020 to July 2021 are California, New York, Texas, Virginia, and Florida with proportions of 27.72%, 7.25%, 6.94%, 5.89% and 4.05% respectively.

The 25-35 age group generated the highest revenue for CompanyOne from August 2020 to July 2021, which was $148,352.42. The 65+ age group generated the lowest revenue for CompanyOne from August 2020 to July 2021, which was $12,046.73. 55-64 age group had the highest average order value although the group did not generate the highest revenue. The 45-54 age group had the highest Ecommerce Conversion Rate, a rate of 2.09%. From these observations. CompanyOne should target the age group of 55-64 as their average order value was the highest. This means increasing the number of customers from this group would significantly increase its revenue.

Males of the 25-34 age group is the combination of gender and age group that had the highest revenue from August 2020 to July 2021 with a revenue of $81,762.07. Females of the 25-34 age group is the combination of gender and age group that had the second-highest revenue from August 2020 to July 2021 with a revenue of $66,590.35.

The top three categories for male users are Technology/Technophiles, Shoppers/Value Shoppers, and Travel/Business Travelers. For the female customers, top three categories are Shoppers/Value Shoppers, Media & Entertainment/Movie lovers, and Lifestyles & Hobbies/Art & Theater Aficionados.

The converters spend a lot of time on the website with longer average session duration and more page views than non-converters. Converters also had a higher sessions per page than non-converters. The conversion rate was as low as 14% for all users while for new users, the conversion rate was 13%. The company can redesign the website to add content that can increase the time a new user spends per session. Non converters have a s very high bounce rate compared to converters.

In terms of acquisition, male users make up 57% while female users make up 43% (27, 024 vs. 20, 762). Male conversion sessions run around two thirds if female conversion sessions, and male new user counts are nearly twice as high as female new user counts. Although female users are somewhat more likely to bounce, both sexes exhibit similar consumer behavior. Pages seen each session differ little between the sexes (6.06 vs 5.68). Both genders' typical session lengths are similar (3.28 vs 3.39). Male users of eCommerce are more numerous (1,386) than female users (1,098), but male conversion revenues were greater (by 8%), and lastly, the conversion rates for both sexes are comparable (3.74% compared to 3.8%).