Mobile apps account for 57 percent of all digital media usage, and smartphone apps alone capture more than half of digital media time spent. Why have apps become such a powerful force in our daily media lives? The power of habit. The 2017 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s driving this mobile activity, how it has evolved, and how publishers and advertisers can take advantage. Some key topics covered in the report include: Mobile app vs. mobile web usage and audience behavior Highlights of top-ranking and fast-growing apps App activity among Millennials and other valuable audience segments Consumers’ attitudes and perceptions towards apps and the app landscape Usage habits and behavioral tendencies of app users Deep dives into several app categories, including retail, gaming and online dating

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About this report
This is a condensed version of the 57-page 2017 U.S. Mobile App Report. To download the full complimentary version of the
report, please visit:
www.comscore.com/USMobileAppReport2017
Important Definitions:
o Any reference to “mobile” means the combination of smartphone and tablet. When data is referring specifically to
smartphones or tablets, it will be labeled accordingly.
o All mobile data is based on Age 18+ population.
o Age 18-34 segment may be referred to as “Millennials”.
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”.
For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.

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Digital media usage time is driven by mobile apps, with smartphone apps
accounting for half of all time spent
Share of Digital Media Time Spent
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2017
Smartphone App
50%
Tablet App
7%Smartphone Web
7%
Tablet Web
2%
Desktop
34%

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App usage tends to be heavier among younger users, with 18-24 year-olds
spending more than 3 hours a day on apps
Average Daily Hours per Mobile App Visitor by Age
Source: comScore Mobile Metrix, U.S., Age 18+, June 2017
2.3
3.2
2.6
2.3
2.0
1.8
1.6
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
AverageDailyHoursperVisitor

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Mobile app dominates time spent vs. mobile web, with a slightly higher
split for smartphones than tablets
Share of Time Spent on Mobile: App vs. Web
Source: comScore Mobile Metrix, U.S., Age 18+, June 2017
Mobile App
87%
Mobile Web
13%
82%
18%
12%
88%

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The average user spends 16x more time on the top apps than they do on
the top mobile websites, but mobile web tends to capture larger audiences
Top 500 Mobile Apps vs. Top 500 Mobile Web Properties
Source: comScore Mobile Metrix, U.S., Age 18+, June 2017
7.0
15.7
App Mobile Web
186.9
11.9
App Mobile Web
Average Monthly Unique Visitors (MM) Average Monthly Minutes per Visitor
2.2x
mobile
app
16x
mobile
web

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Mobile apps have a higher concentration of time spent in the top 10 and a
significantly smaller long-tail than desktop and mobile web
Concentration of Time Spent in Top Websites & Apps
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2017
48%
44%
53%
9%
11%
19%
3%
4%
7%
6%
11%
12%
35%
29%
9%
Desktop Web
Mobile Web
Mobile App
Rank 1-10 Rank 11-50 Rank 51-100 Rank 101-500 Rank 501+

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49%
18%
10%
6%
4% 3% 2% 2% 1% 1%
4%
65%
17%
7%
4% 2% 1% 1% 1% 0% 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
Smartphone users spend half their time on their #1 most used app, while
tablet users spend almost 2/3rds of their time on it
Share of Individual Users’ Time Spent on Apps by Rank
Source: comScore Mobile Metrix (Custom), U.S., Age 18+, June 2017
25
14
Smartphone Tablet
Avg. # of Different Apps Used per Month

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Across age segments, smartphone users’ #1 app accounts for half of all
time spent on apps, and the top 10 account for almost the entirety
Concentration of App Time Spent by Smartphone App Rank
Source: comScore Mobile Metrix (Custom), U.S., Age 18+, June 2017
48%
77%
88%
96%
49%
77%
87%
96%
53%
80%
89%
97%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Top 1 Top 3 Top 5 Top 10
%ofAgeSegment’sTotalAppTimeSpent
Age 18-34 Age 35-54 Age 55+

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The majority of app users access 20 or fewer apps in a month, but
younger users are much more likely to exceed that
Number of Monthly Apps Used by Age Segment
Source: comScore Mobile Metrix (Custom), U.S., Age 18+, June 2017
18%
22%
29%
38%
39%
43%
29%
25%
20%
11%
9%
7%
4%
5%
2%
Age 18-34
Age 35-54
Age 55+
1-10 apps 11-20 apps 21-30 apps 31-40 apps 41+ apps
44%

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Signs of ‘app addiction’ are much more prevalent amongst Millennials,
who rely on apps and have the urge to constantly check them
Smartphone Users’ Attitudes About the Importance of Apps by Age Segment*
Source: Custom Survey, U.S., Age 18+, 2017 Wave
76% 74%
63%
51%
49%
36%
39%
26% 26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
My smartphone would be useless to me
without apps
The instant I feel bored, I get an urge to
pull out my phone and open an app
When I see a notification for one of my
apps, I have to check it immediately
%WhoStronglyAgreeorAgree
Age 18-34 Age 35-54 Age 55+
* Represents the percentage of smartphone users who responded on a 5-point scale that they “Strongly
Agree” or “Somewhat Agree” with the statements shown.

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Facebook and Google own the top 6 – and 8 of the top 10 – most used
apps, with Snapchat and Pandora rounding out the ranking
Top 10 Mobile Apps by Penetration of App Audience
Source: comScore Mobile Metrix, U.S., Age 18+, June 2017
Facebook
Google
81%
71%
68%
61%
57%
50%
50%
47%
44%
41%
Facebook
YouTube
Facebook Messenger
Google Search
Google Maps
Instagram
Snapchat
Google Play
Gmail
Pandora Radio
Google Search
Google Maps
Gmail
FB Messenger

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Many of today’s most prominent fast-growing apps are marketplaces or
services that are thriving due to network effects
Fast Rising Apps – Unique Visitor Trend
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 – June 2017
0
5
10
15
20
Jun-2015 Sep-2015 Dec-2015 Mar-2016 Jun-2016 Sep-2016 Dec-2016 Mar-2017 Jun-2017
UniqueVisitors(MM)
Waze
WhatsApp
Uber
Wish
letgo
Bitmoji
OfferUp
Lyft
Musical.ly
Venmo
+282%
+99%
+166%
+1,224%
% Change
vs. Jun 2015
+441%
+630%*
+2,078%
+171%
+91%
+127%
* Musical.ly’s percent change figure represents its app audience growth from August 2015 to June 2016.

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Share of Mobile App Time Spent by Content Category
Source: comScore Mobile Metrix, U.S., Age 18+, June 2017
The top 6 categories representing nearly 2/3rds of time spent on apps are
entertainment or communication-focused
20%
18%
10%
10%
4%
3%
3%
3%
3%
3%
23%
Social Networking
Music
Multimedia
Games
Photos
Instant Messengers
Retail
Search/Navigation
News/Information
Maps
Other
Entertainment &
Communication
Categories
Music
+2 pts
vs. June 2016
Multimedia
+3 pts
vs. June 2016

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To download the full 57-page version of this
report, please visit:
www.comscore.com/USMobileAppReport2017
For more information on the report, please contact:
Adam Lella, Senior Marketing Insights Analyst • alella@comscore.com
Andrew Lipsman, SVP 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