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!

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