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© comScore, Inc. Proprietary.
© comScore, Inc. Proprietary. 2
About this report
This is a condensed version of the 48-page 2016 U.S. Mobile App Report. ...
© comScore, Inc. Proprietary. 3
Over the past three
years, total digital
media time spent
has grown 53%,
driven mostly by
...
© comScore, Inc. Proprietary. 4
30%
35%
40%
45%
50%
55%
60%
65%
70%
Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015 ...
© comScore, Inc. Proprietary. 5
87% 88% 83%
13% 12% 17%
0%
20%
40%
60%
80%
100%
Mobile Smartphone Tablet
ShareofMobileTime...
© comScore, Inc. Proprietary. 6
In the past two years, the average Top 1000 digital media property’s
audience is up 36% du...
© comScore, Inc. Proprietary. 7
51
63 59
23
33 4521
27
28
0
20
40
60
80
100
120
140
Jun-2014 Jun-2015 Jun-2016
NumberofApp...
© comScore, Inc. Proprietary. 8
But establishing app audiences is hard, as their real value is in their
loyalty. They spen...
© comScore, Inc. Proprietary. 9
Smartphone home screen real estate is scarce, and frequency of
usage determines which apps...
© comScore, Inc. Proprietary. 10
45%
18%
10%
7%
4% 3% 2% 2% 1% 1%
5%
61%
18%
8%
5% 3% 2% 1% 1% 1% 0% 1%
0%
10%
20%
30%
40%...
© comScore, Inc. Proprietary. 11
The Top 25 mobile apps are still dominated by the largest internet
companies, with Facebo...
© comScore, Inc. Proprietary. 12
Many of the fastest growing apps are services that improve existing
real-world behaviors,...
© comScore, Inc. Proprietary. 13
Social Networking,
Music and Games
contribute nearly
half of total time
spent on mobile
a...
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
w...
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comScore 2016 U.S. Mobile App Report

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Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time.

Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.

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comScore 2016 U.S. Mobile App Report

  1. 1. © comScore, Inc. Proprietary.
  2. 2. © comScore, Inc. Proprietary. 2 About this report This is a condensed version of the 48-page 2016 U.S. Mobile App Report. To download the full complimentary version of the report, please visit: www.comscore.com/USMobileAppReport2016 Important Definitions: o Any reference to “mobile” means the combination of smartphone and tablet. When data is referring specifically smartphones or tablets, it will be labeled accordingly. o All mobile data is based on Age 18+ population. o A “unique visitor” is a person who visits an app or digital media property at least once over the course of a month. This metric, in app parlance, is equivalent to a “monthly active user/MAU”. A “daily visitor” is similar to a “daily active user/DAU.” For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.
  3. 3. © comScore, Inc. Proprietary. 3 Over the past three years, total digital media time spent has grown 53%, driven mostly by mobile apps and, to a lesser extent, mobile web. The past year has seen healthy but weaker growth rates on mobile, while desktop usage has actually declined by 11%. Digital media usage time, driven by mobile apps, has exploded since 2013, but growth across all platforms is beginning to slow. 476,553 480,967 550,522 491,743 409,847 621,410 778,954 864,32877,081 97,440 118,299 124,787 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 Jun-2013 Jun-2014 Jun-2015 Jun-2016 TotalMinutes(MM) Desktop Mobile App Mobile Web Growth in Digital Media Time Spent Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience +62% +111% +3% +21% +5% +11% -11% +25% +14% +26% +52% +1% % Change vs. June 2013
  4. 4. © comScore, Inc. Proprietary. 4 30% 35% 40% 45% 50% 55% 60% 65% 70% Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015 Jun-2016 %ShareofDigitalMediaTimeSpent With desktop engagement finally in decline, it is now losing share to mobile at a rapid rate. The convenience of smartphones and tablet devices, and the innovation around mobile apps have completely shifted the digital media landscape in favor of mobile. Mobile now represents almost 2 out of 3 digital media minutes, and mobile apps are approaching 60% of total digital time spent. Share of Digital Media Time Spent by Platform Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience Share of Digital Time Spent on MOBILE APP Share of Digital Time Spent on MOBILE 33% 58% 42% 67% 51% 49% Share of Digital Time Spent on DESKTOP +16pts -16pts +16pts Share of Digital Time Spent on SMARTPHONE APP+16pts 49% 33%
  5. 5. © comScore, Inc. Proprietary. 5 87% 88% 83% 13% 12% 17% 0% 20% 40% 60% 80% 100% Mobile Smartphone Tablet ShareofMobileTimeSpent App Web Mobile app continues to outpace mobile web by a 7:1 margin in time spent, a ratio that has held constant for the past two years. Mobile time spent continues to be dominated by apps, and has maintained the same ratio of app to mobile web time the past two years. Tablets have a higher percentage of activity happen on the browser, given its more comparable screen size to desktop and a lighter selection of tablet-optimized apps. Share of Time Spent on Mobile: App vs. Web Source: comScore Mobile Metrix, U.S., Age 18+, June 2016
  6. 6. © comScore, Inc. Proprietary. 6 In the past two years, the average Top 1000 digital media property’s audience is up 36% due to huge gains in mobile audiences. Over the past year, average digital audience size has grown 36% among the top 1000 properties. Mobile audiences have grown 81% in that time vs. a 4% decline on desktop. Mobile audiences first passed desktop in June 2014 and within two years have doubled those on desktop. Avg. Monthly Audience for Top 1000 Properties for Total Digital, Mobile, and Desktop Source: comScore Media Metrix Multi-Platform, U.S., Total Audience 4 6 8 10 12 14 16 18 Apr-2014 May-2014 Jun-2014 Jul-2014 Aug-2014 Sep-2014 Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015 Mar-2015 Apr-2015 May-2015 Jun-2015 Jul-2015 Aug-2015 Sep-2015 Oct-2015 Nov-2015 Dec-2015 Jan-2016 Feb-2016 Mar-2016 Apr-2016 May-2016 Jun-2016 UniqueVisitors(MM) MOBILE TOTAL DIGITAL 6.4 12.4 6.5 16.7 12.3 7.2 DESKTOP +36% +81% -4% % Change vs. June 2014 Mobile Surpassed Desktop in June 2014
  7. 7. © comScore, Inc. Proprietary. 7 51 63 59 23 33 4521 27 28 0 20 40 60 80 100 120 140 Jun-2014 Jun-2015 Jun-2016 NumberofApps 5-10 MM 10-20 MM 20 MM + +29% +24% +43% +4% -6% +36% App audiences are a contributor to that growth, with the number of apps reaching 5+ million users up dramatically from 2014. The growing number of mobile apps reaching large audiences proves that apps should not only be viewed in terms of engagement metrics alone. Big gains were observed in the number of apps with 10-20 MM users, signaling a strengthening in the second tier. Number of Mobile Apps That Reached Unique Visitor Milestones Source: comScore Mobile Metrix, U.S., Age 18+ 95 123 133
  8. 8. © comScore, Inc. Proprietary. 8 But establishing app audiences is hard, as their real value is in their loyalty. They spend 20x more time on apps than mobile web visitors. It may be more challenging to build a large audience on apps, but those app users are a very loyal bunch. They spend more than 3 hours per month on the Top 1000 apps on average – about 20x greater than what mobile web visitors spend on their Top 1000 properties. Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties Source: comScore Mobile Metrix, U.S., Age 18+, June 2016 4.0 11.4 App Mobile Web 188.6 9.3 App Mobile Web Average Monthly Unique Visitors (MM) Average Monthly Minutes per Visitor 3x mobile app 20x mobile web
  9. 9. © comScore, Inc. Proprietary. 9 Smartphone home screen real estate is scarce, and frequency of usage determines which apps get promoted to this screen. 3 out of 4 smartphone users made the effort to customize which apps appear on their home screen. The desire to access certain apps easily and rapidly are the key drivers in determining which apps get placed on the home screen. Percent of Users that Intentionally Move Apps to Home Screen Source: comScore Custom Survey, U.S., Age 18+, August 2016 59% 56% 40% 27% 12% How often I use the app Easier access I often need to access the app quickly My interest in that app or kind of app I like how the logo looks on my home screen Top Factors Influencing Decision to Move Apps to Home Screen Source: comScore Custom Survey, U.S., Age 18+, August 2016 75% Purposely Moved Apps to Home Screen
  10. 10. © comScore, Inc. Proprietary. 10 45% 18% 10% 7% 4% 3% 2% 2% 1% 1% 5% 61% 18% 8% 5% 3% 2% 1% 1% 1% 0% 1% 0% 10% 20% 30% 40% 50% 60% 70% 1 2 3 4 5 6 7 8 9 10 11+ ShareofTimeSpentonApps Individuals’ Top Ranked App by Usage Smartphone Tablet Mobile users spend a really high percentage of their time on their #1 most used app, and about 9 out of 10 minutes within their Top 5. Smartphone users spend an astonishing 45% of their app time on their #1 most used app, and nearly three quarters of that time within their Top 3. Tablet users have even more concentrated activity, with 61% dedicated to their #1 app and 87% within their Top 3. Share of Individual Users’ Time Spent on Apps by Rank Source: comScore Custom Analytics, U.S., Age 18+, June 2016 27 14 Smartphone Tablet Avg. # of Different Apps Used per Month
  11. 11. © comScore, Inc. Proprietary. 11 The Top 25 mobile apps are still dominated by the largest internet companies, with Facebook and Google owning the top of the list. The Top 7 – and 8 of the Top 9 – apps are owned by Facebook or Google. The Top 25 apps can all be broadly classified as either Utilities (9), Social (6), Entertainment (6), or Retail (4), highlighting some of the most critical needs that apps fulfill. Despite some movement within the Top 25, the only new entrant to the list this year was Groupon. Top 25 Mobile Apps by Unique Visitors (000) with Y/Y Growth Source: comScore Mobile Metrix, U.S., Age 18+, June 2016 * “Apple Music,” as it appears in comScore’s monthly reporting, is referring to Apple’s native music app, which captures all music activity within that app, including listening via the streaming service, radio service and users’ personally downloaded music libraries.. Social Entertainment Utilities Retail 19% 36% 18% 25% 11% 12% 16% 3% 20% 55% 35% 22% 52% 26% 68% 3% 14% 13% 23% 16% 35% 40% 26% 10% 10% 149,562 129,676 116,403 95,311 89,924 86,713 78,734 76,500 75,385 67,489 66,734 60,351 51,955 51,428 50,090 47,770 46,916 40,362 39,511 37,821 33,337 30,213 27,804 27,547 23,723 Facebook Facebook Messenger YouTube Google Maps Google Search Google Play Gmail Pandora Radio Instagram Amazon Mobile Apple Music* Apple Maps Snapchat Pinterest Google Drive Yahoo Stocks Twitter The Weather Channel Weather Channel Widget Netflix Spotify Groupon Walmart eBay Yahoo Mail Y/Y % Change
  12. 12. © comScore, Inc. Proprietary. 12 Many of the fastest growing apps are services that improve existing real-world behaviors, such as hailing cabs, exercising and dating. Waze helps you navigate through traffic more efficiently, Uber and Lyft improve the process of hailing a cab, Tinder makes dating easier and Fitbit lets you to track your personal fitness metrics. Bitmoji, on the other hand, capitalizes on a newer digital behavior, enabling users to create personal cartoon avatars of themselves for more expressive communication. Fast Rising Apps – Unique Visitor Trend Source: comScore Mobile Metrix, U.S., Age 18+ * Bitmoji’s percent change figure represents its app audience growth from February 2015 to June 2016. 0 2 4 6 8 10 12 14 16 18 20 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015 Mar-2016 Jun-2016 UniqueVisitors(MM) +828% +492% +1,524% +195% +220% +2,371%* % Change vs. June 2014
  13. 13. © comScore, Inc. Proprietary. 13 Social Networking, Music and Games contribute nearly half of total time spent on mobile apps. The strength of the top categories highlights that mobile devices are more heavily used for entertainment and communication than their desktop counterparts. Share of Mobile App Time Spent by Content Category Source: comScore Mobile Metrix, U.S., Age 18+, June 2016 Social and entertainment content dominate mobile app engagement, representing the Top 5 categories and 60% of time spent on apps. 20% 16% 12% 7% 5% 4% 3% 3% 2% 2% 26% Social Networking Music* Games Multimedia Instant Messengers Retail Photos Search/Navigation Portals News/Information Other * As of January 2016, the Pandora Radio media property reclassified itself from the Radio category to the Music category. This had a significant and inorganic impact on both categories’ time spent figures. Indicates entertainment and communication categories.
  14. 14. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc For more information on the report, please contact: Adam Lella, Senior Marketing Insights Analyst, alella@comscore.com Andrew Lipsman, VP Marketing & Insights, alipsman@comscore.com Survey Research by Kelly Pedotto & Vivey Chen Custom Data Analytics by J.P. McElyea For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents To download the full 48-page version of this report, please visit: www.comscore.com/USMobileAppReport2016

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