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Your research team collected insights on the demographics, engagement, and change over time for the app MileIQ. Some of the data collected below was from SimilarWeb and requires a subscription to access, so we have compiled screenshots from SimilarWeb in this Google Doc for your reference in case you do not have a subscription to this service.


  • The typical user of MileIQ is a millennial male, according to data from SimilarWeb.
  • Users of MileIQ are 74% male and 26% female.
  • Of MileIQ users, 12.58% are aged 18-24; 50.13% are aged 25-34; 20.63% are aged 35-44; 14.31% are aged 45-54; and 2.36% are aged over 55.


  • In February 2020, MilelQ saw an average of 29,700 daily active users, with an average of 2.43 sessions per user.
  • The app's open rate (the percent of users with the app installed that opened the app on a given day) in February was 5.37% on average.
  • The average time spent per user on the app in February was 6 minutes and 5 seconds.
  • Other apps typically used by MileIQ users include Foursquare Swarm, AT&T Enhanced PTT, Impossible Bottle Flip, and BET Now.
  • MileIQ app usage spikes between 5 and 8 pm and on Friday and Saturday.

Change Over Time

  • Using Wayback Machine, which captures and archives websites over time, we took screenshots of the website in 2014, 2017, and today. The screenshots are compiled in this Google Doc. At a glance, these screenshots demonstrate how the app's interface, features, and branding have changed over time.
  • One notable change is the company's logo and branding. The logo image changed from 2014 to today; in 2014, it was diamond-shaped with a yellow background and black design, like a street sign. Today, it's round with a yellow background and white design, having lost the street sign feeling. In addition, the slogan on the first page of the website (the first real brand messaging on the website that the user sees) has changed over the years:
  • 2014: "Catch every mile you drive. Automatically."
  • 2017: "Automatic detection. One-swipe classification. Mileage logging has never been easier."
  • 2020: "Accurate mileage reports. Stress-free logging. On your desktop. In the palm of your hand."
  • All of these slogans present the message that the app is easy to use and convenient. The main difference is that, as time progresses, the slogans talk more about the features of the app. The slogan also uses more descriptive language as time goes on ("accurate", "stress-free").
  • Another major change since 2014 is that the app was purchased by Microsoft and has been fully integrated into the Microsoft suite. The app website is now hosted as part of Microsoft's website, although the domain remains the same;
  • On the 2017 website, MileIQ states that it is used by more than one million users. In 2020, the website now states that it is used by "millions" of users. While exact data is not available, this certainly implies that the user base has grown over time.
  • Change in revenue over time is not available for MileIQ. The company was initially private and did not disclose revenue data. Now, it's part of Microsoft, and the company does not release revenue data specific to this app.

Research Strategy

Your research team exhausted all possible research pathways to find the requested data, but unfortunately, not all data points were available in the public domain, such as revenue and extensive demographic data. First, we looked for each item directly from the company itself (first MileIQ for historical data and through Microsoft for current data). However, the company does not publish this type of data. Next, we searched for data through app analytics and intelligence databases such as SimilarWeb, AppAnnie, Alexa, and SensorTower. While these sources did provide quite a bit of useful data, much of the data provided by these services is only available behind a paywall for subscribers. This was the case for most of the demographic data, users over time, and revenue data. Finally, we looked for third-party sources that might provide this data such as media coverage, interviews with company executives, press releases, social media posts, etc. Unfortunately, there wasn't much available in terms of this type of content and the requested data points were not found.