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Mobile apps

App Boom Driving Digital Media Usage via MediaPost (source: comScore)

Over the past three years total digital media time spent has surprisingly grown 53%, according to comScore’s 2016 U.S. Mobile App report.

Yet growth across all platforms is beginning to slow. Indeed, the past year has seen healthy but weaker growth rates on mobile — while desktop usage has actually declined by 11%, the research firm finds.

As such, mobile now represents almost two out of three digital media minutes, and mobile apps are approaching 60% of total digital time spent.

“While every component is contributing to digital’s massive growth in time spent over the past three years, it is the smartphone app that has been the biggest driver by far,” according to comScore’s latest report. “It has accounted for 80% of all growth in digital media engagement during that period of time.”

Access full article from MediaPost

(“Platform Businesses”) People Now Spend Half Their Online Time in Apps. Here’s Why via Inc.

Platform businesses have reached a major milestone. The top 15 mobile apps that make up the lion share of consumption and user engagement are mostly all platform businesses.

We define platforms as a business model that enables the exchange of value between a third party network of producers and consumers. These businesses are infinitely different compared to companies like Home Depot or Coca Cola. While these linear businesses may have mobile apps, their business cannot solely be conducted on mobile.

Platforms, like Uber and Airbnb, can conduct their business primarily through mobile apps. Of course, they must also secure a network of producers and consumers to create a value ecosystem that is attractive to both sides of the platform. For instance, Snapchat needed users to produce content and consumers to view and interact with that content.

What exactly about the business model enables these platforms to be so attractive to users? Here are three reasons (there are many more)…

  • Aggregating supply (e.g., Uber)
  • Provide new modes of socialization (Facebook Messenger)
  • Convenience (think Amazon)

Access full article from Inc.

Venmo, BuzzFeed, Tinder, and Snapchat Among The Top 20 Apps with Highest Concentration of Millennials

Adam Lella, writing for comScore’s Insights blog, summarizes a recent report by comScore, The 2015 U.S. Mobile App Report.  Some of the report’s insights focus on the digital habits of Millennials. Consumers 18-34 exhibit behaviors that differ from the digital behaviors of the general population.

Millennials spend 86 hours per month on mobile apps, which is 23 more hours than older consumers, and this report presents the apps with the highest concentration of Millennials, including:

-Yik Yak

-Venmo

-InstaSize

-BuzzFeed

-Tinder

-Snapchat

 

Most of the ranked apps have a social element to them.

According to Lella, “Perhaps the most important takeway from this analysis might be that Millennials tend to live more digitally-connected lives than older generations do.”

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The Metrics of Mobile App Success

In a recent blog Verto Analytics, Inc. points out that the number of downloads is a widely used metric for mobile apps.  However, Verto feels that the focus should be on what happens after the download:

-How many consumers keep using the app?

-How much time is spent using the app on average?

Facebook’s flagship app is the leader in terms of achieving mobile user reach, as well as the highest user engagement.

Mobile app reach and engagement are only partially related and dependent on each other as the key high-level metrics.  According to a Verto analysis, the top apps by reach is different from the top apps by time spent per user.  Facebook Messenger is the leader in terms of user reach in the U.S.; however, WhatsApp Messenger is more successful in terms of engaging its small number of users as measured by average time spent per user for each app.

Other considerations when evaluating reach are whether the app has international users and whether it is a paid or unpaid service.

The role and importance of apps will continue to grow as consumer become increasingly dependent on mobile devices.  Thus, metrics will remain top of mind for advertisers and their agencies.

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