  Apps are emerging as an important form of on-line content, and they combine
aspects of Web usage in interesting ways --- they exhibit a rich temporal
structure of user adoption and long-term engagement, and they exist in a
broader social ecosystem that helps drive these patterns of adoption and
engagement. It has been difficult, however, to study apps in their natural
setting since this requires a simultaneous analysis of a large set of popular
apps and the underlying social network they inhabit.
  In this work we address this challenge through an analysis of the collection
of apps on Facebook Login, developing a novel framework for analyzing both
temporal and social properties. At the temporal level, we develop a retention
model that represents a user's tendency to return to an app using a very small
parameter set. At the social level, we organize the space of apps along two
fundamental axes --- popularity and sociality --- and we show how a user's
probability of adopting an app depends both on properties of the local network
structure and on the match between the user's attributes, his or her friends'
attributes, and the dominant attributes within the app's user population. We
also develop models that show the importance of different feature sets with
strong performance in predicting app success.
