Blizzard of app use in Boston during snowstorms

Snowbound Bostonians turned to their mobile devices to get through the recent run of storms, sending app usage up as much as 30 percent when local colleges canceled classes or the MBTA halted service.

App usage increased between 17 percent and 29 percent during five snow days from Jan. 27 to Feb. 15, according to Localytics, a Boston application marketing and analytics company.

"The biggest thing that surprised me was just how much higher the app usage was," Localytics business analyst Dave Hoch said. "We looked at devices in Boston, which is a pretty big sample, and to see something up 30 percent higher on given days is a very big jump."

Localytics used a 30-day baseline average from Jan. 15 to Feb. 15 to make the comparison and based its analysis on its clients' approximately 28,000 apps.

The highest increases were on days when colleges closed down: 24 percent on Jan. 27, 29 percent on Feb. 2 and 27 percent on Feb. 9.

Not surprisingly, weather was the top app category, seeing increased usage of 46 percent. Retail therapy also apparently helped people cope with the snowiest month on record: Shopping app usage increased 37 percent on the snow days.

"One of the big takeaways to that is just because your brick-and-mortar store is closed, as long as you have a good mobile presence like an app, you don't have to lose all that valuable business," Hoch said.

Photography apps also saw a big bump in use — a 37 percent increase — as Hub residents documented the snowfall and crazy snow antics to share on social media and elsewhere. Books and news apps saw 30 percent and 25 percent increases, respectively, while gaming app usage jumped 23 percent.

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