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© comScore, Inc. Proprietary.
© comScore, Inc. Proprietary. 2
About this report
This is a condensed version of the 56-page 2015 U.S. Mobile App Report. To download the full complimentary version of the
report, please visit:
www.comscore.com/USMobileAppReport2015
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.
© comScore, Inc. Proprietary. 3
Digital media usage time is exploding right now, and it’s
predominantly being driven by mobile apps.
476,553 480,967 550,522
409,847
621,410
778,95477,081
97,440
118,299
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
TotalMinutes(MM)
Desktop Mobile App Mobile Browser Over the past two
years, total digital
media usage has
grown 49% with
mobile apps having
grown 90% and
contributing to 77%
of the total increase
in time spent.
Mobile browser is
also seeing very
strong growth at
53% and even
desktop is still
rising.
Growth in Digital Media Time Spent
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
+53%
vs. 2013
+90%
vs. 2013
+16%
vs. 2013
© comScore, Inc. Proprietary. 4
30%
35%
40%
45%
50%
55%
60%
65%
Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015
%ShareofDigitalMediaTimeSpent
Mobile now represents almost 2 out of 3 digital media minutes, and
mobile apps alone now constitute a majority.
Although desktop is
not declining in total
engagement, it is
losing share to
mobile – which now
accounts for 62% of
digital media time
spent. And mobile
apps on their own
now drive the
majority of digital
media time spent at
54%.
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
38%
54%
42%
62%
51%
49%
Share of Digital Time Spent on DESKTOP
+11pts
+12pts
-11pts
© comScore, Inc. Proprietary. 5
App usage time is being driven heavily by Millennials on
smartphones, while older segments skew on tablet apps.
Millennials spend an
exorbitant amount
of time on their
smartphone apps,
and usage declines
with age. Tablet app
engagement is
much lower on
average, but
generally increases
with age outside of
the 18-24 year-old
segment.
Average Monthly Hours per App Visitor by Age
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
68.2
90.6
82.5
73.1
57.5
40.7 39.8
29.6
34.7
23.5
26.6
30.8
34.0 32.5
0
20
40
60
80
100
Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
AverageMonthlyHoursperVisitor
Smartphone Tablet
© comScore, Inc. Proprietary. 6
87% 88% 83%
13% 12% 17%
0%
20%
40%
60%
80%
100%
Mobile Smartphone Tablet
ShareofMobileTimeSpent
App Browser
Apps dominate mobile web in time spent. But these stats only tell
part of the story, especially when looking at driving audiences…
The lower share of
app time spent on
tablets is likely due
to the device’s
larger screen, which
makes for a better
web browsing
experience, and a
fewer number of
apps available for
tablets vs.
smartphones.
Share of Time Spent on Mobile: App vs. Browser
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
© comScore, Inc. Proprietary. 7
Multi-platform digital audiences are getting much bigger on average,
and it’s all because of mobile.
Over the past year,
average digital
audience size has
grown 22% among
the top 1000
properties. Mobile
audiences have
grown 41% in that
time vs. a 1% gain
on desktop. Mobile
audiences first
passed desktop in
June 2014.
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
UniqueVisitors(MM)
MOBILE
TOTAL DIGITAL
6.8
9.7
6.5
15.0
12.3
6.9
DESKTOP
+22%
y/y
+41%
y/y
+1%
y/y
© comScore, Inc. Proprietary. 8
And mobile audience growth is being driven more by mobile web
properties, which are actually bigger and growing faster than apps.
A comparison of the
Top 1000 Apps vs.
the Top 1000 Mobile
Web Properties
shows a surprising
result. Not only do
mobile web
properties have
audiences that are
more than 2.5x the
size, but these
audiences are also
growing twice as
fast.
Average Monthly Audience: Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties
Source: comScore Mobile Metrix, U.S., Age 18+
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015
UniqueVisitors(000)
Apps Mobile Web +42%
y/y
+21%
y/y
© comScore, Inc. Proprietary. 9
Half of all time spent on smartphone apps occurs on the individual’s
single most used app. And it’s almost 60% on tablets.
50%
18%
10%
6%
4% 3% 2% 2% 1% 1%
4%
59%
19%
9%
5%
3% 2% 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 Nearly 4 out of 5
smartphone app
minutes are spent
on the individual’s
Top 3 apps, despite
the average
smartphone user
visiting 25 apps per
month. Tablet users
are even more
engaged with their
top apps, with 87%
of their app usage
occurring on their
Top 3.
Share of Time Spent on Apps Across Ranks
Source: comScore Custom Analytics, U.S., Age 18+, June 2015
© comScore, Inc. Proprietary. 10
The list of Top 25 mobile apps is dominated by the leading digital
media companies and tends to concentrate within a few categories.
The Top 6 – 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 (7),
Entertainment (6),
or Retail (3),
highlighting some of
the most critical
needs that apps
fulfill.
Top 25 Mobile Apps by Unique Visitors with Y/Y Growth
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 / June 2014
9%
18%
144%
16%
7%
19%
8%
13%
35%
22%
17%
10%
65%
19%
66%
17%
29%
15%
18%
N/A
309%
12%
236%
402%
23%
125,727
98,929
95,670
81,090
77,387
76,471
74,221
67,902
63,060
49,701
49,349
46,398
43,688
41,345
40,847
35,841
34,098
33,115
32,778
32,028
29,779
24,957
24,688
22,019
21,650
Facebook
YouTube
Facebook Messenger
Google Search
Google Play
Google Maps
Pandora Radio
Gmail
Instagram
Apple Music*
Apple Maps
Yahoo Stocks
Amazon Mobile
Twitter
Pinterest
The Weather Channel
Snapchat
Google+
Netflix
Weather Channel Widget
Google Drive
eBay
Spotify
Walmart
Yahoo Mail
* “Apple Music,” as it appears above, is the same measured entity as the previously named “iTunes Radio/iCloud.” This entity, now under the new name, 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
© comScore, Inc. Proprietary. 11
29%
15%
11%
6%
6%
4%
3%
3%
23%
Social Networking
Radio
Games
Multimedia
Instant Messengers
Music
Retail
News/Information
All Others
Social Networking,
Radio and Games
contribute more
than 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
Source: comScore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015
Social media and entertainment account for the six top app
categories and drive two-thirds of total time spent on apps.
© comScore, Inc. Proprietary. 12
The average mobile user spends a whopping 26 hours per month on
social apps. For Millennials, it’s 16% higher than the total audience.
Millennials spend an
average of two
hours per day on
social and
entertainment apps.
Social apps have
become the primary
platform for users to
stay informed on
news, culture, and
their family and
friends’ lives. While
entertainment apps
come in handy
during those
pockets of free time
throughout the day.
Average Monthly Time Spent Per Mobile App User on Social & Entertainment Categories
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
29.6
25.4
18.3
25.6
29.2
17.4
10.0
20.4
0
5
10
15
20
25
30
35
Age 18-34 Age 35-54 Age 55+ Total Audience
AverageMonthlyHoursPerVisitor
Social Entertainment
© comScore, Inc. Proprietary. 13
Millennials’ app usage time is dominated by social, video, music and
communications.
More than half of
Millennials’ app
engagement occurs
in their Top 6 apps,
and every single
app in their Top 10
is a social or
entertainment app,
with the exception
of the ever-present
Google Search.
YouTube, Instagram
and Snapchat are
all notable for
capturing relatively
bigger slices of the
Millennial pie.
Millennials’ Top Apps by Share of Total Mobile App Time Spent
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
21.2%
14.3%
5.6%
3.9%
3.2%3.1%
2.6%
1.6%
1.5%
1.5%
41.5%
Facebook
Pandora Radio
YouTube
Instagram
Spotify
Facebook Messenger
Snapchat
SoundCloud
Netflix
Google Search
All Other
© comScore, Inc. Proprietary. 14
Mobile ads not only work, but they work much better than desktop
ads on average – particularly at the bottom of the funnel.
Mobile ads caused
point lifts 2-3x
greater than ads on
desktop across four
key brand metrics
and performed
strongest in bottom-
funnel metrics, such
as intent to buy and
likelihood to
recommend. Less
ad clutter and
proximity to point of
purchase may be
driving better
effectiveness for
mobile ads.
Percentage Point Lift in Brand Metrics for Desktop and Mobile Ads
Source: comScore BSL and mBSL Benchmarks, U.S., 2014
Aided awareness
Favorability
Likelihood to recommend
Purchase Intent
1.2 2.5
1.4 3.0
1.4 4.3
1.3 4.3
Desktop Mobile
© comScore, Inc. Proprietary. 15
To download the full 56-page version of this report, please visit:
www.comscore.com/US
MobileAppReport2015

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The 2015 U.S. Mobile App Report

  • 1. © comScore, Inc. Proprietary.
  • 2. © comScore, Inc. Proprietary. 2 About this report This is a condensed version of the 56-page 2015 U.S. Mobile App Report. To download the full complimentary version of the report, please visit: www.comscore.com/USMobileAppReport2015 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. © comScore, Inc. Proprietary. 3 Digital media usage time is exploding right now, and it’s predominantly being driven by mobile apps. 476,553 480,967 550,522 409,847 621,410 778,95477,081 97,440 118,299 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 TotalMinutes(MM) Desktop Mobile App Mobile Browser Over the past two years, total digital media usage has grown 49% with mobile apps having grown 90% and contributing to 77% of the total increase in time spent. Mobile browser is also seeing very strong growth at 53% and even desktop is still rising. Growth in Digital Media Time Spent Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience +53% vs. 2013 +90% vs. 2013 +16% vs. 2013
  • 4. © comScore, Inc. Proprietary. 4 30% 35% 40% 45% 50% 55% 60% 65% Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015 %ShareofDigitalMediaTimeSpent Mobile now represents almost 2 out of 3 digital media minutes, and mobile apps alone now constitute a majority. Although desktop is not declining in total engagement, it is losing share to mobile – which now accounts for 62% of digital media time spent. And mobile apps on their own now drive the majority of digital media time spent at 54%. 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 38% 54% 42% 62% 51% 49% Share of Digital Time Spent on DESKTOP +11pts +12pts -11pts
  • 5. © comScore, Inc. Proprietary. 5 App usage time is being driven heavily by Millennials on smartphones, while older segments skew on tablet apps. Millennials spend an exorbitant amount of time on their smartphone apps, and usage declines with age. Tablet app engagement is much lower on average, but generally increases with age outside of the 18-24 year-old segment. Average Monthly Hours per App Visitor by Age Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 68.2 90.6 82.5 73.1 57.5 40.7 39.8 29.6 34.7 23.5 26.6 30.8 34.0 32.5 0 20 40 60 80 100 Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ AverageMonthlyHoursperVisitor Smartphone Tablet
  • 6. © comScore, Inc. Proprietary. 6 87% 88% 83% 13% 12% 17% 0% 20% 40% 60% 80% 100% Mobile Smartphone Tablet ShareofMobileTimeSpent App Browser Apps dominate mobile web in time spent. But these stats only tell part of the story, especially when looking at driving audiences… The lower share of app time spent on tablets is likely due to the device’s larger screen, which makes for a better web browsing experience, and a fewer number of apps available for tablets vs. smartphones. Share of Time Spent on Mobile: App vs. Browser Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
  • 7. © comScore, Inc. Proprietary. 7 Multi-platform digital audiences are getting much bigger on average, and it’s all because of mobile. Over the past year, average digital audience size has grown 22% among the top 1000 properties. Mobile audiences have grown 41% in that time vs. a 1% gain on desktop. Mobile audiences first passed desktop in June 2014. 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 UniqueVisitors(MM) MOBILE TOTAL DIGITAL 6.8 9.7 6.5 15.0 12.3 6.9 DESKTOP +22% y/y +41% y/y +1% y/y
  • 8. © comScore, Inc. Proprietary. 8 And mobile audience growth is being driven more by mobile web properties, which are actually bigger and growing faster than apps. A comparison of the Top 1000 Apps vs. the Top 1000 Mobile Web Properties shows a surprising result. Not only do mobile web properties have audiences that are more than 2.5x the size, but these audiences are also growing twice as fast. Average Monthly Audience: Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties Source: comScore Mobile Metrix, U.S., Age 18+ - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 UniqueVisitors(000) Apps Mobile Web +42% y/y +21% y/y
  • 9. © comScore, Inc. Proprietary. 9 Half of all time spent on smartphone apps occurs on the individual’s single most used app. And it’s almost 60% on tablets. 50% 18% 10% 6% 4% 3% 2% 2% 1% 1% 4% 59% 19% 9% 5% 3% 2% 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 Nearly 4 out of 5 smartphone app minutes are spent on the individual’s Top 3 apps, despite the average smartphone user visiting 25 apps per month. Tablet users are even more engaged with their top apps, with 87% of their app usage occurring on their Top 3. Share of Time Spent on Apps Across Ranks Source: comScore Custom Analytics, U.S., Age 18+, June 2015
  • 10. © comScore, Inc. Proprietary. 10 The list of Top 25 mobile apps is dominated by the leading digital media companies and tends to concentrate within a few categories. The Top 6 – 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 (7), Entertainment (6), or Retail (3), highlighting some of the most critical needs that apps fulfill. Top 25 Mobile Apps by Unique Visitors with Y/Y Growth Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 / June 2014 9% 18% 144% 16% 7% 19% 8% 13% 35% 22% 17% 10% 65% 19% 66% 17% 29% 15% 18% N/A 309% 12% 236% 402% 23% 125,727 98,929 95,670 81,090 77,387 76,471 74,221 67,902 63,060 49,701 49,349 46,398 43,688 41,345 40,847 35,841 34,098 33,115 32,778 32,028 29,779 24,957 24,688 22,019 21,650 Facebook YouTube Facebook Messenger Google Search Google Play Google Maps Pandora Radio Gmail Instagram Apple Music* Apple Maps Yahoo Stocks Amazon Mobile Twitter Pinterest The Weather Channel Snapchat Google+ Netflix Weather Channel Widget Google Drive eBay Spotify Walmart Yahoo Mail * “Apple Music,” as it appears above, is the same measured entity as the previously named “iTunes Radio/iCloud.” This entity, now under the new name, 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
  • 11. © comScore, Inc. Proprietary. 11 29% 15% 11% 6% 6% 4% 3% 3% 23% Social Networking Radio Games Multimedia Instant Messengers Music Retail News/Information All Others Social Networking, Radio and Games contribute more than 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 Source: comScore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015 Social media and entertainment account for the six top app categories and drive two-thirds of total time spent on apps.
  • 12. © comScore, Inc. Proprietary. 12 The average mobile user spends a whopping 26 hours per month on social apps. For Millennials, it’s 16% higher than the total audience. Millennials spend an average of two hours per day on social and entertainment apps. Social apps have become the primary platform for users to stay informed on news, culture, and their family and friends’ lives. While entertainment apps come in handy during those pockets of free time throughout the day. Average Monthly Time Spent Per Mobile App User on Social & Entertainment Categories Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 29.6 25.4 18.3 25.6 29.2 17.4 10.0 20.4 0 5 10 15 20 25 30 35 Age 18-34 Age 35-54 Age 55+ Total Audience AverageMonthlyHoursPerVisitor Social Entertainment
  • 13. © comScore, Inc. Proprietary. 13 Millennials’ app usage time is dominated by social, video, music and communications. More than half of Millennials’ app engagement occurs in their Top 6 apps, and every single app in their Top 10 is a social or entertainment app, with the exception of the ever-present Google Search. YouTube, Instagram and Snapchat are all notable for capturing relatively bigger slices of the Millennial pie. Millennials’ Top Apps by Share of Total Mobile App Time Spent Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 21.2% 14.3% 5.6% 3.9% 3.2%3.1% 2.6% 1.6% 1.5% 1.5% 41.5% Facebook Pandora Radio YouTube Instagram Spotify Facebook Messenger Snapchat SoundCloud Netflix Google Search All Other
  • 14. © comScore, Inc. Proprietary. 14 Mobile ads not only work, but they work much better than desktop ads on average – particularly at the bottom of the funnel. Mobile ads caused point lifts 2-3x greater than ads on desktop across four key brand metrics and performed strongest in bottom- funnel metrics, such as intent to buy and likelihood to recommend. Less ad clutter and proximity to point of purchase may be driving better effectiveness for mobile ads. Percentage Point Lift in Brand Metrics for Desktop and Mobile Ads Source: comScore BSL and mBSL Benchmarks, U.S., 2014 Aided awareness Favorability Likelihood to recommend Purchase Intent 1.2 2.5 1.4 3.0 1.4 4.3 1.3 4.3 Desktop Mobile
  • 15. © comScore, Inc. Proprietary. 15 To download the full 56-page version of this report, please visit: www.comscore.com/US MobileAppReport2015