Engagement is measured across the entire subscriber cohort. consumer "councils" are made up of a selection of subscribers, so we can adequately get data from all sections.

We had a webapp, the users were very engaged. We replaced the webapp with a native app, we got way more people who very engaged, we also got loads more people who were mildly engaged. The overall effect was more engagement from a wider base of subscribers.

Lowering the bar to entry, proper offline caching of content, faster loading, just a better more seamless experience.