Who’s Got Game: Mobile App Audiences or Mobile Web Audiences?

Post By Janet Arvia

It’s been a competitive year. After a 108-year drought, the Chicago Cubs challenged and beat the Cleveland Indians in the World Series. Democrats and republicans raced for the White House. And digital marketers debated over the merits of mobile app audiences versus mobile web audiences.

When it comes to the latter battle, forewarned is forearmed. In other words, examining industry findings and measuring customized data from analytics agencies such as Oplytic allow brands to strategically determine where to spend their mobile ad dollars.

On The Go

According to the 2016 U.S. Mobile App Report compiled from comScore Media Metrix® Multi-Platform, mobile audiences have blossomed by 81% as desktop audiences have fallen by 4% since June 2014. Within the two years since that time, audiences on mobile devices have become twice as large as those using desktops. In fact, the average digital audience size has increased by 36% among the top 1000 properties over the past year.

Team Mobile Web

More than mobile apps, mobile web properties account for the boom in mobile usage. The comScore report shows that despite dominance in app usage time, mobile web is generating new and expanding audiences which are nearly three times the size and growing twice as fast as app audiences. It’s important to realize, however, that mobile devise users spend less time on mobile web than mobile apps, a key factor to consider when investing advertising dollars in this sector.

Team Mobile App

With more than five million new users since 2014, mobile app audiences are also expanding and, more importantly, engaging. Each month, they spend three hours on the top 1000 apps which is 20 times greater than the time users spend on mobile web. Brand loyalty is another hallmark of the mobile app audience. As such, marketers want to court them. This feat easier said than done since, unlike desktop and mobile web audiences who are typically a link away, mobile app users are guarded within the digital infrastructure of apps. The brands that calculate a way to hit their message over the walled garden environment of apps can win big. 

GO CUBS!

The Good, the Bad, and the Hugely Insightful Habits of App Users

Post By Janet Arvia

There’s good news for mobile marketers: smartphone users who regularly download apps, average 3.5 per month. The bad news is almost half of all smartphone users don’t download any apps during that time. Put it all together and the average for all adult smartphone users equals two app downloads per month. That’s according to the most recent research compiled from comScore Media Metrix® Multi-Platform

Pushy Push Notifications

The data confirms advertising and marketing are driving app installs. With mobile users discovering new apps from both digital and traditional ads as well as websites, app acquisition is shifting from pull to push. Despite app store importance, push notifications have proven successful since the method proactively engages downloaders. Yet as users begin to download more apps, the quality of messaging must be prioritized over quantity to avoid push notification fatigue. That’s because 38% of users are now admitting they reject notifications, an increase from 31% in 2015. Fortunately, expert mobile analytics agencies like Oplytic can provide brands with customized strategies by measuring the behavioral outcome of specific campaigns and offering insights into recent demographic trends.

Mobile App Demographics

The latest statistics reveal a mere 13% of adult smartphone users account for more than half of monthly downloads. This concentrated demographic consists of 18 to 44 year-old men who are likely Hispanic from urban areas such as Houston, San Francisco, Miami and Los Angeles. Typically, they are into mobile gaming and sample five or more new apps a month. These users spend 45% of their app time with their most preferred app while tablet users spend a whopping 61% on their favorite app, and 87% on their top three..

Peeking into Peak App Habits

The heaviest downloaders on smartphones are 18 to 34 year-old Millennial males who prefer four or fewer screens with apps. Unlike older users, a growing number of Millennial men organize their apps into folders. While this statistic is up by 8% from last year, seven in 10 of them still keep their most used app on their home screen or in a friction-free location that’s one click away. Only one or fewer in 10 keep their most used app in a folder due to the scarcity of space on a smartphone home screen. Three out of four adult smartphone users customize which apps appear on their home screen.

Other App Habits

Baby Boomers are six times more likely to use both hands to operate their smartphones opposed to Millennials who are more comfortable handling (and multitasking on) their device with one hand. Regardless of age, single-handed smartphone users prefer positioning their apps within thumb reach. While this data may seem trivial, having a hand on habitual app user action, great and small, points to savvier strategies for mobile marketers..

What's the Impact of Mobile App Time Spent on Performance Marketing?

Post By Janet Arvia

Time spent in mobile apps is approaching 60% of all time on digital and 75% of time spend on mobile devices is spent in mobile apps.

Performance marketing needs to connect the dots from web to mobile with accurate attribution. Not only will your performance marketing drive new app downloads and in-app revenue, these app users are loyal. According to Comscore they spend more than 3 hours per month on the top 1000 apps on average. That's 20x more than the time spent on the top 1000 mobile web sites. Read more to get the full picture.