SlideShare ist ein Scribd-Unternehmen logo
1 von 18
Downloaden Sie, um offline zu lesen
PAGE 1
The U.S. Mobile App Report
The U.S.
Mobile App
Report
PAGE 2
Introduction
It wasn’t too long ago when the desktop computer was
the dominant online platform and the central hub for all the
consumer’s digital activities. But with the proliferation of
smartphones, soon followed by the tremendous success of the
tablet, mobile’s rise has been swift and unrelenting. Last year
saw the U.S. become a multi-platform majority, a significant
milestone in which the majority of digital consumers used both
desktop and mobile devices every month. Around the same time,
mobile first surpassed desktop in terms of total digital media
engagement. And finally, just this year another key milestone was
reached — the app majority — where now the majority of all
digital media time spent occurs on mobile apps.
PAGE 3
The U.S. Mobile App Report
While the meteoric growth of apps transpired quickly, this
shouldn’t come as too much of a surprise. After all, apps are
the fuel that is driving mobile’s growth and where most of the
devices’ utility comes from. They allow you to perform tasks such
as hailing a cab, checking the weather, posting a Facebook
status, streaming music, watching videos, and so much more.
Without apps, smartphones and tablets are merely shells — like
a beautifully designed car equipped with every feature you could
want, but without any gas in the engine.
But despite the fact that engagement is now higher on apps
than on desktop and mobile browser, they have not attracted
the advertising dollars its audience warrants. Like any emerging
advertising medium, it takes time for the ad buying and selling
infrastructure to develop. The good news is that, throughout the
history of media, dollars eventually follow eyeballs, which means
that the future of the mobile app economy is very bright.
PAGE 4
• Total U.S. digital media time spent has jumped 24 percent in the past year,
driven by a surge in mobile app usage, which increased 52 percent. While
mobile usage has been growing fast, it has not come at the expense of desktop
computer usage, which still managed to grow by 1 percent.
• The strong growth in mobile app usage has propelled it to take over the majority
of digital media time spent at 52 percent. Total mobile activity including mobile
browser usage recently eclipsed 60 percent, as desktop now accounts for the
remaining 40 percent.
• Apps drive the vast majority of media consumption activity on mobile devices,
accounting for approximately 7 out of every 8 minutes. Smartphones have a
slightly higher percentage of app activity as compared to browser at 88 percent
vs. 82 percent on tablets.
1 The Mobile Landscape
Digital Time Spent Growth Driven by Apps
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., June 2013 - June 2014
Mobile Web
Mobile App
Desktop
Jun 2013 Jun 2014
1,400
1,200
1,000
800
600
400
200
0
+17%
+24%
+52%
+1%
Minutes(Billions)
PAGE 5
The U.S. Mobile App Report
Mobile App vs. Browser Splits
Source: comScore Mobile Metrix, U.S., Age 18+, June 2014
Share of U.S. Digital Media Time Spent by Platform
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., March 2013 - June 2014
Browser
App
Smartphone Tablet
12%
88%
18%
82%
Desktop
Mobile
Mobile App
65%
60%
55%
50%
45%
40%
35%
30%
Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014
53%
40%
47%
40%
60%
52%
PAGE 6
• More than one-third of all U.S. smartphone owners download at least one
app per month. The average smartphone user within this segment downloads
three apps per month, meaning that the average among the entire smartphone
population comes out to slightly more than one. Moreover, the total number of
app downloads is highly concentrated within a small segment of the smartphone
population, with the top 7 percent of owners accounting for nearly half of all
download activity in a given month.
• Americans have a difficult time living without their mobile devices, as evidenced
by the vast majority of consumers using apps on their smartphones and tablets
nearly every day. More than half (57 percent) of smartphone users accessed
apps every single day of the month, while 26 percent of tablet users did so. A
full 79 percent of smartphone users accessed apps at least 26 days per month,
while 52 percent of tablet users did so.
• A staggering 42 percent of all app time spent on smartphones occurs on the
individual’s single most used app. Nearly three out of every four minutes of app
usage occurs on one of the individual’s top 4 apps.
2 App User Habits
Smartphone Users’ Number of App Downloads Per Month
Source: comScore MobiLens, U.S., Age 18+, 3 Month Average Ending June 2014
0 Apps
Any Apps
1 App
2 Apps
3 Apps
4 Apps
5-7 Apps
8+ Apps
8.4%
8.9%
6.2%
3.7%
4.8%
2.4%
65.5% 34.5%
PAGE 7
The U.S. Mobile App Report
Share of Time Spent on Apps Across Ranks
Source: comScore Custom Analytics, U.S., Age 18+, June 2014
1 2 3 4 5 6 7 8 9 10 11+
12%
1%1%2%2%3%4%
6%
10%
17%
42%45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Individuals’ Top Ranked App by Usage
Number of App Usage Days Per Month
Source: comScore Custom Analytics, U.S., Age 18+, June 2014
Smartphone Tablet
100%
80%
60%
40%
20%
0%
30 Days
26-29 Days
21-25 Days
16-20 Days
1-15 Days
57%
23%
111%
5%
5%
26%
27%
119%
13%
16%
PAGE 8
• The median iPhone app user earns $85,000 per year, which is 40 percent more
than the median Android phone user with an annual income of $61,000. On
average, iPhone users engage with their smartphone apps for nine more hours in
a given month than Android users.
• Android ranks as the top smartphone operating system with 83.8 million
U.S. smartphone subscribers, approximately 16.4 million more than Apple’s
iOS platform. Due to Android’s fragmented ecosystem of original equipment
manufacturers (OEMs) running its software, Apple remains the largest
smartphone OEM with 67.4 million owners and 100 percent of the iOS market.
• iOS users skew younger than their Android counterparts across the smartphone
and tablet segments. 43 percent of iPhone users are between the ages of 18-34
as compared to 39 percent of Android phone users. In addition, 57 percent of
iPad users are under age 45 as compared to 53 percent of Android tablet users.
3 App Usage by Platform
iPhone Android Phone
62.6 Total App Users (MM) 76.1
40 Median Age 40
$85,000 Median Income $61,000
64 Average Hours per App User 55
Top Line Platform Stats for App Usage
Source: comScore Mobile Metrix, U.S., Age 18+, June 2014
PAGE 9
The U.S. Mobile App Report
Mobile Platform App Audience Breakouts by Age
Source: comScore Mobile Metrix, U.S., Age 18+, June 2014
Apple Android
100,000
80,000
60,000
40,000
20,000
0
100%
14%
8%
12%
12%
54%
Other
HTC
Motorola
LG
Samsung
Apple
67.4 MM
83.8 MM
iPhone Android Phone iPad Android Tablet
100%
80%
60%
40%
20%
0%
Persons: 55+
Persons: 45-54
Persons: 35-44
Persons: 25-34
Persons: 18-24
20%
23%
20%
16%
21%
16%
23%
16%
22%
19%
20%
14%
24%
14%
19%
17%
26%
12%
22%
12%
20%
19%
28%
Market Share of OEMs by Smartphone Platform
Source: comScore MobiLens, U.S., Age 18+, 3 Month Average Ending June 2014
PAGE 10
• A majority of mobile app engagement comes from only a select few categories,
with Social Networking, Games and Radio contributing nearly half of the total time
spent on mobile apps. The strength of these categories highlights that mobile
devices are more heavily used for entertainment and communication than their
desktop counterparts.
• iPhone users spend a greater share of their app time consuming media, with
General News, Radio, Photos, Social Networking and Weather ranking as the
highest indexing categories on Apple’s iOS smartphone platform. In contrast,
Android phone users spend a greater share of their time in the Search and Email
categories due to the strong native presence of Google Search and Gmail on
the platform.
• Consumers use different devices depending on the digital task they are trying to
accomplish, the type of media content they seek to engage with, and their physical
location at the time of consumption. Some categories such as Radio, Maps and
Instant Messengers achieve much higher reach on mobile, while others such as
Search and News reach a greater percentage of the audience on desktop.
5%
4%
4%
5% 8%
16%
25%
34%
Share of Mobile App Time Spent
Source: comScore Mobile Metrix, U.S., Age 18+, June 2014
Social Networking
Games
Radio
Multimedia
Retail
Instant Messengers
Photos
All Others
4 App Category Usage
PAGE 11
The U.S. Mobile App Report
Top Indexing App Categories by Smartphone Platform
Source: comScore Mobile Metrix, U.S., Age 18+, June 2014
155
149
141
123
117
General News
Radio
Photos
Social Networking
Weather
Retail
TV
Games
e-mail
Search/Navigation
Android iOS
120
141
144
168
185
0 10 20 30 40 50 60 70 80 90 100
100
90
80
70
60
50
40
30
20
10
0
Mobile Skew
Desktop Skew
Radio Games
Multimedia
Social Networking
Retail
Search/Navigation
General News
Email
Sports
HealthBanking
Maps
Weather
Photos
Instant Messengers
Percent Audience Reach on Desktop and Mobile App by Category
Source: comScore Media Metrix & Mobile Metrix, U.S., June 2014
PercentReachonMobileApp
Percent Reach on Desktop
PAGE 12
• The ranking of top apps is dominated by app constellations of some of the
largest digital media brands; specifically, Facebook, Google, Apple, Yahoo,
Amazon and eBay. These six brands account for 9 of the top 10 most used apps,
16 of the top 25, and 24 of the top 50.
• Facebook is the #1 app in both audience size and share of time spent among
each of the different demographic segments broken out, highlighting the breadth
and depth of its popularity and importance to the mobile media landscape.
• Across all age segments, the most time is spent on leisure-oriented apps in
the Social Networking, Entertainment and Messaging categories. The younger
the age segment the higher the concentration of this activity, while older age
segments also allocate their time to more functional apps, such as Mail and
Maps, in addition to Games.
5 Top Apps
PAGE 13
The U.S. Mobile App Report
Top 25 Mobile Apps by Unique Visitors (000)
Source: comScore Mobile Metrix, U.S., Age 18+, June 2014
115,370
83,392
72,245
70,163
69,000
64,485
60,320
46,637
42,070
42,069
40,544
39,210
36,071
34,702
29,993
28,821
27,615
26,469
26,454
24,586
22,194
18,849
18,372
17,599
17,225
Facebook
YouTube
Google Play
Google Search
Pandora Radio
Google Maps
Gmail
Instagram
Apple Maps
Yahoo Stocks
iTunes Radio/iCloud
Facebook Messenger
Yahoo Weather Widget
Twitter
The Weather Channel
Google+
Netflix
Snapchat
Amazon Mobile
Pinterest
eBay
Skype
Shazam
Yahoo Mail
Kik Messenger
PAGE 14
14.8%
9.1%
6.6%
5.2%
3.4%
2.9%
2.5%
2.4%
2.3%
1.9%
Share of Mobile App Time Spent
Source: comScore Mobile Metrix, U.S., June 2014
Facebook
Pandora Radio
Instagram
YouTube
Snapchat
Twitter
Kik Messenger
Facebook Messenger
Netflix
Ifunny :)
Facebook
Pandora Radio
YouTube
Instagram
Netflix
Facebook Messenger
Skype
Gmail
Pinterest
Google Maps
Age 18-24
Age 25-34
18.5%
7.5%
3.6%
2.7%
2.6%
2.5%
1.6%
1.3%
1.2%
1.2%
PAGE 15
The U.S. Mobile App Report
16.3%
4.0%
2.5%
1.6%
1.5%
1.3%
1.1%
1.1%
1.0%
0.9%
18.4%
4.1%
3.6%
2.5%
1.5%
1.4%
1.2%
1.2%
1.2%
1.1%
Facebook
Pandora Radio
Facebook Messenger
YouTube
Netflix
Viggle
Instagram
Gmail
Candy Crush Saga
Pinterest
Facebook
Facebook Messenger
Pandora Radio
YouTube
Yahoo Mail
Skype
Words With Friends (Free)
Solitaire by Mobilityware
Google Maps
Pinterest
Age 35-54
Age 55+
PAGE 16
WANT TO KNOW MORE ABOUT HOW, WHEN AND WHERE YOUR AUDIENCES
ARE ENGAGING WITH YOUR CONTENT AND CAMPAIGNS?
COMSCORE CAN GIVE YOU A TOTAL VIEW OF THE CONSUMER, HELPING YOU MAKE
SMARTER BUSINESS DECISIONS AND DISCERN THE TRUE VALUE OF MEDIA.
CONTACT US TODAY TO LEARN MORE.
PAGE 17
The U.S. Mobile App Report
STAY CONNECTED
www.facebook.com/comscoreinc
Follow us @comscore
www.linkedin.com/company/comscore
www.youtube.com/user/comscore
© 2014 comScore, Inc.
comScore®, Media Metrix® Multi-Platform, Mobile Metrix®, MobiLens® and Media Metrix®, are the trademarks of comScore, Inc.
All other trademarks are the property of their owners. For information about the proprietary technology used in comScore products, please
refer to http://www.comscore.com/About_comScore/Patents.
PAGE 18

Weitere ähnliche Inhalte

Was ist angesagt?

Reuters digital news report 2013
Reuters digital news report 2013Reuters digital news report 2013
Reuters digital news report 2013Nic Newman
 
Umeng China Mobile Internet Market Insight Report Q3 2012
Umeng China Mobile Internet Market Insight Report Q3 2012Umeng China Mobile Internet Market Insight Report Q3 2012
Umeng China Mobile Internet Market Insight Report Q3 2012Umeng
 
THE NIELSEN TOTAL AUDIENCE REPORT: Q2 2016
THE NIELSEN TOTAL AUDIENCE REPORT: Q2 2016THE NIELSEN TOTAL AUDIENCE REPORT: Q2 2016
THE NIELSEN TOTAL AUDIENCE REPORT: Q2 2016Filipp Paster
 
[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest Use...
[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest Use...[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest Use...
[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest Use...Umeng
 
Reuters Institute Digital News Report 2012
Reuters Institute Digital News Report 2012Reuters Institute Digital News Report 2012
Reuters Institute Digital News Report 2012Nic Newman
 
Fipp world media trends special report content
Fipp world media trends special report content Fipp world media trends special report content
Fipp world media trends special report content Tuan Anh Nguyen
 
Mobile Usage Trends in U.S.
Mobile Usage Trends in U.S.Mobile Usage Trends in U.S.
Mobile Usage Trends in U.S.TechAhead
 
The Digital Consumer Report 2014 Nielsen
The Digital Consumer Report 2014 NielsenThe Digital Consumer Report 2014 Nielsen
The Digital Consumer Report 2014 NielsenDung Tri
 
2014 U.S. Mobile Benchmark Report
2014 U.S. Mobile Benchmark Report2014 U.S. Mobile Benchmark Report
2014 U.S. Mobile Benchmark ReportAdobe
 
2015 Reuters Institute Digital News Report Slides
2015 Reuters Institute Digital News Report Slides2015 Reuters Institute Digital News Report Slides
2015 Reuters Institute Digital News Report SlidesNic Newman
 
Mobile App insight Vietnam 2016
Mobile App insight Vietnam 2016Mobile App insight Vietnam 2016
Mobile App insight Vietnam 2016Duy, Vo Hoang
 
Focus on… mobile July 2014
Focus on… mobile July 2014Focus on… mobile July 2014
Focus on… mobile July 2014Newsworks
 
Engaging the Tablet User
Engaging the Tablet UserEngaging the Tablet User
Engaging the Tablet UserBen Mantooth
 
Messenger wars 2: How Facebook climbed back to number 1
Messenger wars 2: How Facebook climbed back to number 1Messenger wars 2: How Facebook climbed back to number 1
Messenger wars 2: How Facebook climbed back to number 1On Device Research
 
Moving brand tracking successfully to the mobile world
Moving brand tracking successfully to the mobile worldMoving brand tracking successfully to the mobile world
Moving brand tracking successfully to the mobile worldOn Device Research
 

Was ist angesagt? (18)

Reuters digital news report 2013
Reuters digital news report 2013Reuters digital news report 2013
Reuters digital news report 2013
 
Umeng China Mobile Internet Market Insight Report Q3 2012
Umeng China Mobile Internet Market Insight Report Q3 2012Umeng China Mobile Internet Market Insight Report Q3 2012
Umeng China Mobile Internet Market Insight Report Q3 2012
 
Catherine dickie bbc
Catherine dickie   bbcCatherine dickie   bbc
Catherine dickie bbc
 
THE NIELSEN TOTAL AUDIENCE REPORT: Q2 2016
THE NIELSEN TOTAL AUDIENCE REPORT: Q2 2016THE NIELSEN TOTAL AUDIENCE REPORT: Q2 2016
THE NIELSEN TOTAL AUDIENCE REPORT: Q2 2016
 
[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest Use...
[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest Use...[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest Use...
[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest Use...
 
Reuters Institute Digital News Report 2012
Reuters Institute Digital News Report 2012Reuters Institute Digital News Report 2012
Reuters Institute Digital News Report 2012
 
Fipp world media trends special report content
Fipp world media trends special report content Fipp world media trends special report content
Fipp world media trends special report content
 
Mobile Usage Trends in U.S.
Mobile Usage Trends in U.S.Mobile Usage Trends in U.S.
Mobile Usage Trends in U.S.
 
The Digital Consumer Report 2014 Nielsen
The Digital Consumer Report 2014 NielsenThe Digital Consumer Report 2014 Nielsen
The Digital Consumer Report 2014 Nielsen
 
2014 U.S. Mobile Benchmark Report
2014 U.S. Mobile Benchmark Report2014 U.S. Mobile Benchmark Report
2014 U.S. Mobile Benchmark Report
 
2015 Reuters Institute Digital News Report Slides
2015 Reuters Institute Digital News Report Slides2015 Reuters Institute Digital News Report Slides
2015 Reuters Institute Digital News Report Slides
 
Mobile App insight Vietnam 2016
Mobile App insight Vietnam 2016Mobile App insight Vietnam 2016
Mobile App insight Vietnam 2016
 
Nielsen sea cross platform report 2014- Vietnam
Nielsen sea cross platform report 2014- VietnamNielsen sea cross platform report 2014- Vietnam
Nielsen sea cross platform report 2014- Vietnam
 
Focus on… mobile July 2014
Focus on… mobile July 2014Focus on… mobile July 2014
Focus on… mobile July 2014
 
Mobile phone shopping diaries
Mobile phone shopping diariesMobile phone shopping diaries
Mobile phone shopping diaries
 
Engaging the Tablet User
Engaging the Tablet UserEngaging the Tablet User
Engaging the Tablet User
 
Messenger wars 2: How Facebook climbed back to number 1
Messenger wars 2: How Facebook climbed back to number 1Messenger wars 2: How Facebook climbed back to number 1
Messenger wars 2: How Facebook climbed back to number 1
 
Moving brand tracking successfully to the mobile world
Moving brand tracking successfully to the mobile worldMoving brand tracking successfully to the mobile world
Moving brand tracking successfully to the mobile world
 

Ähnlich wie Us mobile app report

Comscore US Mobile App Report - June 2014 data
Comscore US Mobile App Report  - June 2014 dataComscore US Mobile App Report  - June 2014 data
Comscore US Mobile App Report - June 2014 dataLudovic Privat
 
The+us+mobile+app+report
The+us+mobile+app+reportThe+us+mobile+app+report
The+us+mobile+app+reportFannette Davis
 
comScore 2016 U.S. Mobile App Report
comScore 2016 U.S. Mobile App ReportcomScore 2016 U.S. Mobile App Report
comScore 2016 U.S. Mobile App ReportcomScore
 
The 2015 U.S. Mobile App Report - COMSCORE
The 2015 U.S. Mobile App Report - COMSCOREThe 2015 U.S. Mobile App Report - COMSCORE
The 2015 U.S. Mobile App Report - COMSCORERomain Fonnier
 
2015 us mobile_app_report
2015 us mobile_app_report2015 us mobile_app_report
2015 us mobile_app_reportMax Azaham
 
The 2015 U.S. Mobile App Report by ComScore
The 2015 U.S. Mobile App Report by ComScoreThe 2015 U.S. Mobile App Report by ComScore
The 2015 U.S. Mobile App Report by ComScoreVictor Kong
 
Report mobile App at US 2015
Report mobile App at US 2015Report mobile App at US 2015
Report mobile App at US 2015Duy, Vo Hoang
 
Pdf 2015 us_digitalfutureinfocus_engus_mar2015
Pdf 2015 us_digitalfutureinfocus_engus_mar2015Pdf 2015 us_digitalfutureinfocus_engus_mar2015
Pdf 2015 us_digitalfutureinfocus_engus_mar2015Sumit Roy
 
Pdf 2015 us_digitalfutureinfocus_engus_mar2015
Pdf 2015 us_digitalfutureinfocus_engus_mar2015Pdf 2015 us_digitalfutureinfocus_engus_mar2015
Pdf 2015 us_digitalfutureinfocus_engus_mar2015central.zone
 
[2014 q2q3umeng insight] China’s Mobile Internet:Further Segmentation and Ver...
[2014 q2q3umeng insight] China’s Mobile Internet:Further Segmentation and Ver...[2014 q2q3umeng insight] China’s Mobile Internet:Further Segmentation and Ver...
[2014 q2q3umeng insight] China’s Mobile Internet:Further Segmentation and Ver...Umeng
 
ADVERTISING ON MOBILE APP:
ADVERTISING ON MOBILE APP:ADVERTISING ON MOBILE APP:
ADVERTISING ON MOBILE APP:Wale Alaba
 
Understand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesUnderstand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesJim Nichols
 
Understand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesUnderstand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesConversant, Inc.
 
2013 Mobile Consumer Survey Results
2013 Mobile Consumer Survey Results2013 Mobile Consumer Survey Results
2013 Mobile Consumer Survey ResultsMARC USA
 
Global digital-future-in-focus-2018
Global digital-future-in-focus-2018Global digital-future-in-focus-2018
Global digital-future-in-focus-2018Elena Peday
 
Global digital-future-in-focus-2018
Global digital-future-in-focus-2018Global digital-future-in-focus-2018
Global digital-future-in-focus-2018Carlos Andres Arias
 
Presentation 2 Georgia Foster
Presentation 2 Georgia FosterPresentation 2 Georgia Foster
Presentation 2 Georgia FosterGeorgia Foster
 

Ähnlich wie Us mobile app report (20)

Comscore US Mobile App Report - June 2014 data
Comscore US Mobile App Report  - June 2014 dataComscore US Mobile App Report  - June 2014 data
Comscore US Mobile App Report - June 2014 data
 
The+us+mobile+app+report
The+us+mobile+app+reportThe+us+mobile+app+report
The+us+mobile+app+report
 
comScore 2016 U.S. Mobile App Report
comScore 2016 U.S. Mobile App ReportcomScore 2016 U.S. Mobile App Report
comScore 2016 U.S. Mobile App Report
 
The 2015 U.S. Mobile App Report - COMSCORE
The 2015 U.S. Mobile App Report - COMSCOREThe 2015 U.S. Mobile App Report - COMSCORE
The 2015 U.S. Mobile App Report - COMSCORE
 
2015 us mobile_app_report
2015 us mobile_app_report2015 us mobile_app_report
2015 us mobile_app_report
 
The 2015 U.S. Mobile App Report by ComScore
The 2015 U.S. Mobile App Report by ComScoreThe 2015 U.S. Mobile App Report by ComScore
The 2015 U.S. Mobile App Report by ComScore
 
Report mobile App at US 2015
Report mobile App at US 2015Report mobile App at US 2015
Report mobile App at US 2015
 
Pdf 2015 us_digitalfutureinfocus_engus_mar2015
Pdf 2015 us_digitalfutureinfocus_engus_mar2015Pdf 2015 us_digitalfutureinfocus_engus_mar2015
Pdf 2015 us_digitalfutureinfocus_engus_mar2015
 
Digital Future in Focus 2015
Digital Future in Focus 2015 Digital Future in Focus 2015
Digital Future in Focus 2015
 
Pdf 2015 us_digitalfutureinfocus_engus_mar2015
Pdf 2015 us_digitalfutureinfocus_engus_mar2015Pdf 2015 us_digitalfutureinfocus_engus_mar2015
Pdf 2015 us_digitalfutureinfocus_engus_mar2015
 
[2014 q2q3umeng insight] China’s Mobile Internet:Further Segmentation and Ver...
[2014 q2q3umeng insight] China’s Mobile Internet:Further Segmentation and Ver...[2014 q2q3umeng insight] China’s Mobile Internet:Further Segmentation and Ver...
[2014 q2q3umeng insight] China’s Mobile Internet:Further Segmentation and Ver...
 
ADVERTISING ON MOBILE APP:
ADVERTISING ON MOBILE APP:ADVERTISING ON MOBILE APP:
ADVERTISING ON MOBILE APP:
 
Understand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesUnderstand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutes
 
Understand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesUnderstand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutes
 
2013 Mobile Consumer Survey Results
2013 Mobile Consumer Survey Results2013 Mobile Consumer Survey Results
2013 Mobile Consumer Survey Results
 
Global digital-future-in-focus-2018
Global digital-future-in-focus-2018Global digital-future-in-focus-2018
Global digital-future-in-focus-2018
 
Global digital-future-in-focus-2018
Global digital-future-in-focus-2018Global digital-future-in-focus-2018
Global digital-future-in-focus-2018
 
Presentation 2 Georgia Foster
Presentation 2 Georgia FosterPresentation 2 Georgia Foster
Presentation 2 Georgia Foster
 
Marketingcharts mobile-marketing-data-2011
Marketingcharts mobile-marketing-data-2011Marketingcharts mobile-marketing-data-2011
Marketingcharts mobile-marketing-data-2011
 
Hubspot - Mobile Mark
Hubspot - Mobile MarkHubspot - Mobile Mark
Hubspot - Mobile Mark
 

Mehr von Rick VARGAS

Forrester Wave | BPM Platforms for digital business 2015
Forrester Wave | BPM Platforms for digital business 2015Forrester Wave | BPM Platforms for digital business 2015
Forrester Wave | BPM Platforms for digital business 2015Rick VARGAS
 
Marketo guide to lead nurturing-segmentation
Marketo guide to lead nurturing-segmentationMarketo guide to lead nurturing-segmentation
Marketo guide to lead nurturing-segmentationRick VARGAS
 
Dnb buyer persona-guide
Dnb buyer persona-guideDnb buyer persona-guide
Dnb buyer persona-guideRick VARGAS
 
IBM Big Data Beyond the Hype
IBM Big Data Beyond the HypeIBM Big Data Beyond the Hype
IBM Big Data Beyond the HypeRick VARGAS
 
Buyer Persona Guide
Buyer Persona GuideBuyer Persona Guide
Buyer Persona GuideRick VARGAS
 
CMO's Guide to Location Management
CMO's Guide to Location ManagementCMO's Guide to Location Management
CMO's Guide to Location ManagementRick VARGAS
 
Email Marketing in the U.S.
Email Marketing in the U.S.Email Marketing in the U.S.
Email Marketing in the U.S.Rick VARGAS
 
2015 b2b content marketing benchmark
2015 b2b content marketing benchmark 2015 b2b content marketing benchmark
2015 b2b content marketing benchmark Rick VARGAS
 
A new approach to b2b marketing in professional services
A new approach to b2b marketing in professional servicesA new approach to b2b marketing in professional services
A new approach to b2b marketing in professional servicesRick VARGAS
 
Marketing automation program update
Marketing automation program updateMarketing automation program update
Marketing automation program updateRick VARGAS
 
201301_Marketing Automation Program
201301_Marketing Automation Program201301_Marketing Automation Program
201301_Marketing Automation ProgramRick VARGAS
 
2012_GTM Recommendation
2012_GTM Recommendation2012_GTM Recommendation
2012_GTM RecommendationRick VARGAS
 
20151209 BPR Workshhop
20151209 BPR Workshhop20151209 BPR Workshhop
20151209 BPR WorkshhopRick VARGAS
 
Focus Your Salesforce Data Integration
Focus Your Salesforce Data IntegrationFocus Your Salesforce Data Integration
Focus Your Salesforce Data IntegrationRick VARGAS
 
Customer Experience and Predictive Analytics
Customer Experience and Predictive AnalyticsCustomer Experience and Predictive Analytics
Customer Experience and Predictive AnalyticsRick VARGAS
 
Enhance CX (Customer Experience) / LSC Digital
Enhance CX (Customer Experience) / LSC DigitalEnhance CX (Customer Experience) / LSC Digital
Enhance CX (Customer Experience) / LSC DigitalRick VARGAS
 
A new approach to B2B marketing in the professional services industry by Rick...
A new approach to B2B marketing in the professional services industry by Rick...A new approach to B2B marketing in the professional services industry by Rick...
A new approach to B2B marketing in the professional services industry by Rick...Rick VARGAS
 
Email marketing real time triggers
Email marketing   real time triggersEmail marketing   real time triggers
Email marketing real time triggersRick VARGAS
 

Mehr von Rick VARGAS (20)

Forrester Wave | BPM Platforms for digital business 2015
Forrester Wave | BPM Platforms for digital business 2015Forrester Wave | BPM Platforms for digital business 2015
Forrester Wave | BPM Platforms for digital business 2015
 
Marketo guide to lead nurturing-segmentation
Marketo guide to lead nurturing-segmentationMarketo guide to lead nurturing-segmentation
Marketo guide to lead nurturing-segmentation
 
Dnb buyer persona-guide
Dnb buyer persona-guideDnb buyer persona-guide
Dnb buyer persona-guide
 
IBM Big Data Beyond the Hype
IBM Big Data Beyond the HypeIBM Big Data Beyond the Hype
IBM Big Data Beyond the Hype
 
Buyer Persona Guide
Buyer Persona GuideBuyer Persona Guide
Buyer Persona Guide
 
CMO's Guide to Location Management
CMO's Guide to Location ManagementCMO's Guide to Location Management
CMO's Guide to Location Management
 
Email Marketing in the U.S.
Email Marketing in the U.S.Email Marketing in the U.S.
Email Marketing in the U.S.
 
2015 b2b content marketing benchmark
2015 b2b content marketing benchmark 2015 b2b content marketing benchmark
2015 b2b content marketing benchmark
 
A new approach to b2b marketing in professional services
A new approach to b2b marketing in professional servicesA new approach to b2b marketing in professional services
A new approach to b2b marketing in professional services
 
Marketing automation program update
Marketing automation program updateMarketing automation program update
Marketing automation program update
 
201301_Marketing Automation Program
201301_Marketing Automation Program201301_Marketing Automation Program
201301_Marketing Automation Program
 
2012_GTM Recommendation
2012_GTM Recommendation2012_GTM Recommendation
2012_GTM Recommendation
 
20151209 BPR Workshhop
20151209 BPR Workshhop20151209 BPR Workshhop
20151209 BPR Workshhop
 
Focus Your Salesforce Data Integration
Focus Your Salesforce Data IntegrationFocus Your Salesforce Data Integration
Focus Your Salesforce Data Integration
 
Customer Experience and Predictive Analytics
Customer Experience and Predictive AnalyticsCustomer Experience and Predictive Analytics
Customer Experience and Predictive Analytics
 
Qln 072014
Qln 072014Qln 072014
Qln 072014
 
Enhance CX (Customer Experience) / LSC Digital
Enhance CX (Customer Experience) / LSC DigitalEnhance CX (Customer Experience) / LSC Digital
Enhance CX (Customer Experience) / LSC Digital
 
A new approach to B2B marketing in the professional services industry by Rick...
A new approach to B2B marketing in the professional services industry by Rick...A new approach to B2B marketing in the professional services industry by Rick...
A new approach to B2B marketing in the professional services industry by Rick...
 
QLN 072014
QLN 072014QLN 072014
QLN 072014
 
Email marketing real time triggers
Email marketing   real time triggersEmail marketing   real time triggers
Email marketing real time triggers
 

Kürzlich hochgeladen

Catalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaCatalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaEsteller
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakEsteller
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024rabboniseo
 
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Valters Lauzums
 
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfCapstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfkinjaltaletiya7298
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfkrisantecsolutions
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaEsteller
 
leveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxleveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxDigital Upward
 
Catalogo Spyderco 2024 gama completa Spyderco
Catalogo Spyderco 2024 gama completa SpydercoCatalogo Spyderco 2024 gama completa Spyderco
Catalogo Spyderco 2024 gama completa SpydercoEsteller
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Associazione Digital Days
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisitionJohn Koetsier
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...Social Samosa
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxjeromecuyos1
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialistsmlicam615
 
Catalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completaCatalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completaEsteller
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Nugget Global
 
Fritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaFritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaEsteller
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBalmerLawrie
 

Kürzlich hochgeladen (20)

Catalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaCatalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleria
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa Hydrapak
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
 
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
 
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfCapstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdf
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compelta
 
leveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxleveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptx
 
Catalogo Spyderco 2024 gama completa Spyderco
Catalogo Spyderco 2024 gama completa SpydercoCatalogo Spyderco 2024 gama completa Spyderco
Catalogo Spyderco 2024 gama completa Spyderco
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists
 
Catalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completaCatalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completa
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
 
Fritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaFritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completa
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
 

Us mobile app report

  • 1. PAGE 1 The U.S. Mobile App Report The U.S. Mobile App Report
  • 2. PAGE 2 Introduction It wasn’t too long ago when the desktop computer was the dominant online platform and the central hub for all the consumer’s digital activities. But with the proliferation of smartphones, soon followed by the tremendous success of the tablet, mobile’s rise has been swift and unrelenting. Last year saw the U.S. become a multi-platform majority, a significant milestone in which the majority of digital consumers used both desktop and mobile devices every month. Around the same time, mobile first surpassed desktop in terms of total digital media engagement. And finally, just this year another key milestone was reached — the app majority — where now the majority of all digital media time spent occurs on mobile apps.
  • 3. PAGE 3 The U.S. Mobile App Report While the meteoric growth of apps transpired quickly, this shouldn’t come as too much of a surprise. After all, apps are the fuel that is driving mobile’s growth and where most of the devices’ utility comes from. They allow you to perform tasks such as hailing a cab, checking the weather, posting a Facebook status, streaming music, watching videos, and so much more. Without apps, smartphones and tablets are merely shells — like a beautifully designed car equipped with every feature you could want, but without any gas in the engine. But despite the fact that engagement is now higher on apps than on desktop and mobile browser, they have not attracted the advertising dollars its audience warrants. Like any emerging advertising medium, it takes time for the ad buying and selling infrastructure to develop. The good news is that, throughout the history of media, dollars eventually follow eyeballs, which means that the future of the mobile app economy is very bright.
  • 4. PAGE 4 • Total U.S. digital media time spent has jumped 24 percent in the past year, driven by a surge in mobile app usage, which increased 52 percent. While mobile usage has been growing fast, it has not come at the expense of desktop computer usage, which still managed to grow by 1 percent. • The strong growth in mobile app usage has propelled it to take over the majority of digital media time spent at 52 percent. Total mobile activity including mobile browser usage recently eclipsed 60 percent, as desktop now accounts for the remaining 40 percent. • Apps drive the vast majority of media consumption activity on mobile devices, accounting for approximately 7 out of every 8 minutes. Smartphones have a slightly higher percentage of app activity as compared to browser at 88 percent vs. 82 percent on tablets. 1 The Mobile Landscape Digital Time Spent Growth Driven by Apps Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., June 2013 - June 2014 Mobile Web Mobile App Desktop Jun 2013 Jun 2014 1,400 1,200 1,000 800 600 400 200 0 +17% +24% +52% +1% Minutes(Billions)
  • 5. PAGE 5 The U.S. Mobile App Report Mobile App vs. Browser Splits Source: comScore Mobile Metrix, U.S., Age 18+, June 2014 Share of U.S. Digital Media Time Spent by Platform Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., March 2013 - June 2014 Browser App Smartphone Tablet 12% 88% 18% 82% Desktop Mobile Mobile App 65% 60% 55% 50% 45% 40% 35% 30% Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014 53% 40% 47% 40% 60% 52%
  • 6. PAGE 6 • More than one-third of all U.S. smartphone owners download at least one app per month. The average smartphone user within this segment downloads three apps per month, meaning that the average among the entire smartphone population comes out to slightly more than one. Moreover, the total number of app downloads is highly concentrated within a small segment of the smartphone population, with the top 7 percent of owners accounting for nearly half of all download activity in a given month. • Americans have a difficult time living without their mobile devices, as evidenced by the vast majority of consumers using apps on their smartphones and tablets nearly every day. More than half (57 percent) of smartphone users accessed apps every single day of the month, while 26 percent of tablet users did so. A full 79 percent of smartphone users accessed apps at least 26 days per month, while 52 percent of tablet users did so. • A staggering 42 percent of all app time spent on smartphones occurs on the individual’s single most used app. Nearly three out of every four minutes of app usage occurs on one of the individual’s top 4 apps. 2 App User Habits Smartphone Users’ Number of App Downloads Per Month Source: comScore MobiLens, U.S., Age 18+, 3 Month Average Ending June 2014 0 Apps Any Apps 1 App 2 Apps 3 Apps 4 Apps 5-7 Apps 8+ Apps 8.4% 8.9% 6.2% 3.7% 4.8% 2.4% 65.5% 34.5%
  • 7. PAGE 7 The U.S. Mobile App Report Share of Time Spent on Apps Across Ranks Source: comScore Custom Analytics, U.S., Age 18+, June 2014 1 2 3 4 5 6 7 8 9 10 11+ 12% 1%1%2%2%3%4% 6% 10% 17% 42%45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Individuals’ Top Ranked App by Usage Number of App Usage Days Per Month Source: comScore Custom Analytics, U.S., Age 18+, June 2014 Smartphone Tablet 100% 80% 60% 40% 20% 0% 30 Days 26-29 Days 21-25 Days 16-20 Days 1-15 Days 57% 23% 111% 5% 5% 26% 27% 119% 13% 16%
  • 8. PAGE 8 • The median iPhone app user earns $85,000 per year, which is 40 percent more than the median Android phone user with an annual income of $61,000. On average, iPhone users engage with their smartphone apps for nine more hours in a given month than Android users. • Android ranks as the top smartphone operating system with 83.8 million U.S. smartphone subscribers, approximately 16.4 million more than Apple’s iOS platform. Due to Android’s fragmented ecosystem of original equipment manufacturers (OEMs) running its software, Apple remains the largest smartphone OEM with 67.4 million owners and 100 percent of the iOS market. • iOS users skew younger than their Android counterparts across the smartphone and tablet segments. 43 percent of iPhone users are between the ages of 18-34 as compared to 39 percent of Android phone users. In addition, 57 percent of iPad users are under age 45 as compared to 53 percent of Android tablet users. 3 App Usage by Platform iPhone Android Phone 62.6 Total App Users (MM) 76.1 40 Median Age 40 $85,000 Median Income $61,000 64 Average Hours per App User 55 Top Line Platform Stats for App Usage Source: comScore Mobile Metrix, U.S., Age 18+, June 2014
  • 9. PAGE 9 The U.S. Mobile App Report Mobile Platform App Audience Breakouts by Age Source: comScore Mobile Metrix, U.S., Age 18+, June 2014 Apple Android 100,000 80,000 60,000 40,000 20,000 0 100% 14% 8% 12% 12% 54% Other HTC Motorola LG Samsung Apple 67.4 MM 83.8 MM iPhone Android Phone iPad Android Tablet 100% 80% 60% 40% 20% 0% Persons: 55+ Persons: 45-54 Persons: 35-44 Persons: 25-34 Persons: 18-24 20% 23% 20% 16% 21% 16% 23% 16% 22% 19% 20% 14% 24% 14% 19% 17% 26% 12% 22% 12% 20% 19% 28% Market Share of OEMs by Smartphone Platform Source: comScore MobiLens, U.S., Age 18+, 3 Month Average Ending June 2014
  • 10. PAGE 10 • A majority of mobile app engagement comes from only a select few categories, with Social Networking, Games and Radio contributing nearly half of the total time spent on mobile apps. The strength of these categories highlights that mobile devices are more heavily used for entertainment and communication than their desktop counterparts. • iPhone users spend a greater share of their app time consuming media, with General News, Radio, Photos, Social Networking and Weather ranking as the highest indexing categories on Apple’s iOS smartphone platform. In contrast, Android phone users spend a greater share of their time in the Search and Email categories due to the strong native presence of Google Search and Gmail on the platform. • Consumers use different devices depending on the digital task they are trying to accomplish, the type of media content they seek to engage with, and their physical location at the time of consumption. Some categories such as Radio, Maps and Instant Messengers achieve much higher reach on mobile, while others such as Search and News reach a greater percentage of the audience on desktop. 5% 4% 4% 5% 8% 16% 25% 34% Share of Mobile App Time Spent Source: comScore Mobile Metrix, U.S., Age 18+, June 2014 Social Networking Games Radio Multimedia Retail Instant Messengers Photos All Others 4 App Category Usage
  • 11. PAGE 11 The U.S. Mobile App Report Top Indexing App Categories by Smartphone Platform Source: comScore Mobile Metrix, U.S., Age 18+, June 2014 155 149 141 123 117 General News Radio Photos Social Networking Weather Retail TV Games e-mail Search/Navigation Android iOS 120 141 144 168 185 0 10 20 30 40 50 60 70 80 90 100 100 90 80 70 60 50 40 30 20 10 0 Mobile Skew Desktop Skew Radio Games Multimedia Social Networking Retail Search/Navigation General News Email Sports HealthBanking Maps Weather Photos Instant Messengers Percent Audience Reach on Desktop and Mobile App by Category Source: comScore Media Metrix & Mobile Metrix, U.S., June 2014 PercentReachonMobileApp Percent Reach on Desktop
  • 12. PAGE 12 • The ranking of top apps is dominated by app constellations of some of the largest digital media brands; specifically, Facebook, Google, Apple, Yahoo, Amazon and eBay. These six brands account for 9 of the top 10 most used apps, 16 of the top 25, and 24 of the top 50. • Facebook is the #1 app in both audience size and share of time spent among each of the different demographic segments broken out, highlighting the breadth and depth of its popularity and importance to the mobile media landscape. • Across all age segments, the most time is spent on leisure-oriented apps in the Social Networking, Entertainment and Messaging categories. The younger the age segment the higher the concentration of this activity, while older age segments also allocate their time to more functional apps, such as Mail and Maps, in addition to Games. 5 Top Apps
  • 13. PAGE 13 The U.S. Mobile App Report Top 25 Mobile Apps by Unique Visitors (000) Source: comScore Mobile Metrix, U.S., Age 18+, June 2014 115,370 83,392 72,245 70,163 69,000 64,485 60,320 46,637 42,070 42,069 40,544 39,210 36,071 34,702 29,993 28,821 27,615 26,469 26,454 24,586 22,194 18,849 18,372 17,599 17,225 Facebook YouTube Google Play Google Search Pandora Radio Google Maps Gmail Instagram Apple Maps Yahoo Stocks iTunes Radio/iCloud Facebook Messenger Yahoo Weather Widget Twitter The Weather Channel Google+ Netflix Snapchat Amazon Mobile Pinterest eBay Skype Shazam Yahoo Mail Kik Messenger
  • 14. PAGE 14 14.8% 9.1% 6.6% 5.2% 3.4% 2.9% 2.5% 2.4% 2.3% 1.9% Share of Mobile App Time Spent Source: comScore Mobile Metrix, U.S., June 2014 Facebook Pandora Radio Instagram YouTube Snapchat Twitter Kik Messenger Facebook Messenger Netflix Ifunny :) Facebook Pandora Radio YouTube Instagram Netflix Facebook Messenger Skype Gmail Pinterest Google Maps Age 18-24 Age 25-34 18.5% 7.5% 3.6% 2.7% 2.6% 2.5% 1.6% 1.3% 1.2% 1.2%
  • 15. PAGE 15 The U.S. Mobile App Report 16.3% 4.0% 2.5% 1.6% 1.5% 1.3% 1.1% 1.1% 1.0% 0.9% 18.4% 4.1% 3.6% 2.5% 1.5% 1.4% 1.2% 1.2% 1.2% 1.1% Facebook Pandora Radio Facebook Messenger YouTube Netflix Viggle Instagram Gmail Candy Crush Saga Pinterest Facebook Facebook Messenger Pandora Radio YouTube Yahoo Mail Skype Words With Friends (Free) Solitaire by Mobilityware Google Maps Pinterest Age 35-54 Age 55+
  • 16. PAGE 16 WANT TO KNOW MORE ABOUT HOW, WHEN AND WHERE YOUR AUDIENCES ARE ENGAGING WITH YOUR CONTENT AND CAMPAIGNS? COMSCORE CAN GIVE YOU A TOTAL VIEW OF THE CONSUMER, HELPING YOU MAKE SMARTER BUSINESS DECISIONS AND DISCERN THE TRUE VALUE OF MEDIA. CONTACT US TODAY TO LEARN MORE.
  • 17. PAGE 17 The U.S. Mobile App Report STAY CONNECTED www.facebook.com/comscoreinc Follow us @comscore www.linkedin.com/company/comscore www.youtube.com/user/comscore © 2014 comScore, Inc. comScore®, Media Metrix® Multi-Platform, Mobile Metrix®, MobiLens® and Media Metrix®, are the trademarks of comScore, Inc. All other trademarks are the property of their owners. For information about the proprietary technology used in comScore products, please refer to http://www.comscore.com/About_comScore/Patents.