Things have changed since days of Computers. Mobile Apps is buzz word now. Moved from desktops to laptops to mobile phones. We term Apps as next big thing happened in consumer mobility. But if we closely observe, Mobile App is not a new form but same as what we used to call as software for Computers. Only difference with Mobile Apps is that they are present on multiple popular and competitive platforms like iOS and Android and are published in Appstores unlike computer softwares.
With advent and popularity of mobile internet, for all products/services on Web, the immediate offering is in form of an App on all popular platforms. Now that all products/services present as an App, the next stage being talked about is Total Users, Unique Users, Active Users (Daily, Monthly), Views and more.