2015_US_Mobile_App_Report from comscore

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© comScore, Inc. Proprietary.
About this report
The 2015 U.S. Mobile App Report leverages several data sources unique to comScore:
 The report is based primarily on behavioral measurement from comScore Media Metrix® Multi-Platform, which provides
deduplicated reporting of digital audiences across desktop computers, smartphones and tablets, and comScore Mobile
Metrix®, which provides deduplicated reporting of mobile web and app audiences across both smartphones and tablets. The
report also includes survey-based data from comScore MobiLens®.
 Custom analytics data derived from the aforementioned products’ data streams is also included.
 The report also incorporates results from a survey of 1,084 smartphone users to understand their habits.
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.
2
Table of Contents
App Overview
PAGE 4
App Audiences
PAGE 11
App User Habits
PAGE 18
Top & Fast-Growing Apps
PAGE 27
Content Categories
PAGE 36
Social & Entertainment Apps
PAGE 41
App Ads & Monetization
PAGE 51
3
App Overview
4
Digital media usage time is exploding right now, and it’s
predominantly being driven by mobile apps.
Growth in Digital Media Time Spent
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
Desktop
Mobile App
Mobile Browser
1,600,000
Total Minutes (MM)
1,400,000
118,299
1,200,000
1,000,000
vs. 2013
97,440
778,954
77,081
800,000
600,000
+53%
+90%
vs. 2013
621,410
409,847
400,000
200,000
476,553
480,967
550,522
Jun-2013
Jun-2014
Jun-2015
+16%
vs. 2013
0
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.
5
Smartphone apps are eating up the digital universe and are now
close to being a majority of all digital media time.
Smartphone App Share of Platform Time Spent
90%
+3pts
Smartphone app share of MOBILE APP
82%
Smartphone App Share of Time Spent
80% 79%
71%
70%
66%
+5pts
Smartphone app share of MOBILE
60%
50%
44%
40%
+11pts
Smartphone app share of TOTAL DIGITAL
33%
30%
Jun-2013
Dec-2013
Jun-2014
Dec-2014
Smartphone apps
are rapidly
approaching half of
total digital media
time spent. They
already account for
the vast majority of
total mobile and
mobile app time
spent and are
gaining share
among every
segment of the
market.
Jun-2015
6
Mobile now represents almost 2 out of 3 digital media minutes, and
mobile apps alone now constitute a majority.
Share of Digital Media Time Spent by Platform
65%
62%
% Share of Digital Media Time Spent
60%
+11pts
Share of Digital Time Spent on MOBILE
55%
54%
51%
50% 49%
+12pts
Share of Digital Time Spent on MOBILE APP
45%
42%
40%
38%
35%
30%
Jun-2013
-11pts
Dec-2013
Jun-2014
Share of Digital Time Spent on DESKTOP
Dec-2014
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%.
Jun-2015
7
Smartphone apps have driven most of the growth in digital media
usage in the past 2 years.
Share of Growth in Total Digital Time Spent: June 2015 vs. June 2013
TABLET
DESKTOP
2%
15%
12%
7%
SHARE OF
GROWTH
IN DIGITAL
TIME
(JUNE 2015 vs.
JUNE 2013)
65%
SMARTPHONE
Every component is
contributing to the
massive growth in
digital time spent
over the past two
years, but it is the
smartphone app
that has been the
biggest driver by far.
It has accounted for
two-thirds of all
growth in digital
media engagement
during that
timeframe.
8
App usage time is being driven heavily by Millennials on
smartphones, while older segments skew on tablet apps.
Average Monthly Hours per App Visitor by Age
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
Smartphone
100
Tablet
90.6
Average Monthly Hours per Visitor
82.5
80
73.1
68.2
57.5
60
40.7
40
34.7
29.6
23.5
26.6
30.8
39.8
34.0
32.5
20
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.
0
Total
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
9
Apps dominate mobile web in time spent. But these stats only tell
part of the story, especially when looking at driving audiences…
Share of Time Spent on Mobile: App vs. Browser
App
Browser
100%
13%
12%
17%
87%
88%
83%
Mobile
Smartphone
Tablet
Share of Mobile Time Spent
80%
60%
40%
20%
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.
0%
10
App Audiences
11
Multi-platform digital audiences are getting much bigger on average,
and it’s all because of mobile.
Avg. Monthly Audience for Top 1000 Properties for Total Digital, Mobile, and Desktop
Source: comScore Media Metrix Multi-Platform, U.S., Total Audience
16
15.0
14
+22%
y/y
Unique Visitors (MM)
TOTAL DIGITAL
12
12.3
MOBILE
10
9.7
+41%
y/y
8
6.9
6
6.8
6.5
DESKTOP
4
+1%
y/y
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.
12
And mobile audience growth is being driven more by mobile web
properties, which are actually bigger and growing faster than apps.
Average Monthly Audience: Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties
Source: comScore Mobile Metrix, U.S., Age 18+
Apps
Mobile Web
+21%
y/y
10,000
+42%
y/y
9,000
Unique Visitors (000)
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
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.
Jun-2014
Sep-2014
Dec-2014
Mar-2015
Jun-2015
13
But mobile web audiences also tend to be a mile wide and an inch
deep. As audiences increase, average time on mobile web declines.
Top 1000 Mobile Web Properties: Average Audience and Time Spent Trend
Mobile Web Unique Visitors (000)
Mobile Web Average Minutes per Visitor
10,000
14
9,000
12
10
7,000
6,000
8
5,000
6
4,000
3,000
4
2,000
2
1,000
0
0
Jun-2014
Sep-2014
Dec-2014
Mar-2015
Average Minutes per Visitor
8,000
As average mobile
web audiences climb,
the depth of average
engagement has
steadily declined,
suggesting an
increase in drive-by
traffic. While this
traffic can help
establish larger
audience reach for
mobile media
properties, there may
also be limits to the
advertising
opportunity it creates.
Jun-2015
14
Nevertheless, app audiences are growing. And the number of apps
reaching 5/10/20 million monthly visitors has jumped.
Number of Mobile Apps That Reached Unique Visitor Milestones
5-10 MM
10-20 MM
20 MM +
140
120
+29%
27
Number of Apps
100
80
21
60
23
+43%
33
+24%
There are a growing
number of mobile
apps reaching large
audiences in the
millions, proving
that apps should not
only be viewed in
terms of
engagement metrics
alone.
40
20
51
63
0
Jun-2014
Jun-2015
15
But, it’s still much easier to build a large audience on the desktop
and mobile web because of more fluid linking of content.
Number of Web Properties vs. Mobile Apps That Reached Unique Visitor Milestones
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2015
5-10 MM
10-20 MM
20 MM +
Number of Web Properties/Apps
500
450
400
93
350
300
71
122
250
200
84
150
100
218
159
50
27
33
63
Despite growing
audiences on apps,
the existing digital
infrastructure makes
it harder to build
large audiences on
apps than on the
web. As evidenced,
the mobile web still
has 3.5x more web
properties with 5
million unique
visitors than apps
have.
0
Desktop
Mobile Web
Mobile App
16
Establishing app audiences is harder, but their real value is in their
loyalty. They spend 18x more time on apps than mobile web visitors.
Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties
Monthly Unique Visitors (MM)
Average Monthly Minutes per Visitor
8.9
201.8
3.3
10.9
App
Mobile Web
App
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
18x greater than
what mobile web
visitors spend on
their Top 1000
properties.
Mobile Web
17
App User Habits
18
Smartphone users rely most on the app store for app discovery, and
more Millennials seek out apps across all methods of discovery.
Smartphone App Discovery Method as a % of Users
Source: comScore MobiLens, U.S., Age 13+, 3 Month Average Ending June 2015
Age 18-34
Age 35-54
Age 55+
30%
27%
% of Smartphone Users
25%
20%
20%
19%
18%
14%
15%
12%
13%
11%
11%
11%
10%
8%
9%
8%
7%
6%
5%
11%
10%
9%
6%
3%
7%
5%
3%
3%
0%
Searched app
store
via friend/ family
Featured/ Top
via comment/
List in app store review/ social site
via a website
via news/ print
review/ TV show
via Ad on device
browser/ app
via Ad on TV/
print/ billboard
Since Millennials
are heavier app
users, it makes
sense that they also
would be more
inclined to go out
and discover new
apps from a variety
of methods. This
age group is a great
target for app
advertising, and are
likely a big driver of
the growth in app
install ads.
19
Smartphone home screen real estate is scarce, and frequency of
usage determines which apps get promoted to this screen.
Q: Which factors, if any, influence your decision to move any of your apps to your home screen?
Source: comScore Custom Survey, U.S., Age 18+, August 2015
How often I use the app
46%
Easier access
44%
I often need to access the app quickly
32%
My interest in that app or kind of app
I like how the logo looks on my home screen
None/ I have not purposely moved apps to my home
screen
21%
11%
The desire to
access certain apps
easily and rapidly
are other key
drivers in
determining which
apps get placed on
the home screen.
Only 1 out of 5
smartphone users
made no effort to
customize which
apps appear on
their home screen.
21%
20
3 in 4 smartphone users keep their most used app on the home
screen and fully in view, outside the confines of an app folder.
Q: Where is the mobile app you use most often located?
1%
4%
6%
Home Screen - Individual App
Secondary Screen - Individual App
Menu of All Mobile Apps
8%
Home Screen - In Folder
Secondary Screen - In Folder
9%
Other
73%
Nearly 3 out of
every 4 smartphone
users prefer to keep
their most frequently
used app in the
location with the
least amount of
friction on their
phone – one click
away on their home
screen. About 1 in
10 keep their most
used app outside a
folder on a
secondary screen.
21
Half of all time spent on smartphone apps occurs on the individual’s
single most used app. And it’s almost 60% on tablets.
Share of Time Spent on Apps Across Ranks
Source: comScore Custom Analytics, U.S., Age 18+, June 2015
Smartphone
Tablet
70%
Share of Time Spent on Apps
60%
50%
59%
50%
40%
30%
18%19%
20%
10% 9%
10%
6% 5%
4% 3%
3% 2%
2% 1%
2% 1%
1% 0%
1% 0%
5
6
7
8
9
10
4%
1%
0%
1
2
3
4
11+
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.
Individuals’ Top Ranked App by Usage
22
Your Dad’s not the only one who operates his smartphone with two
hands – it’s a generational thing.
% of Smartphone Users by Age Segment Who Only Operate Phone with Two Hands
40%
35%
34%
30%
25%
20%
19%
15%
15%
10%
9%
5%
Higher levels of
comfort and
familiarity with the
device, as well as a
greater tendency to
multi-task, are likely
why younger
generations are
more inclined to use
their smartphone
with only one hand
vs. their older
counterparts. Older
demos use their
phones like, well,
your parents do.
0%
Total Age 18+
Age 18-34
Age 35-54
Age 55+
23
One-handed smartphone users consciously decide on where apps
are positioned on their phones based on “thumb reach.”
Q: Agree/Disagree: The ease with which I’m able to reach an app with my thumb when
operating my phone affects where I have positioned that app on my smartphone?*
Disagree
Age 55+
17%
Age 35-54
Age 18-34
13%
11%
0%
No Opinion
Agree
33%
51%
26%
61%
29%
20%
60%
40%
60%
80%
The majority of onehanded smartphone
users of all ages
consider thumb
reach when
positioning apps on
their phone. Those
age 55+ are
somewhat less
likely to practice this
behavior, but overall
it appears that
thumb reach is an
important
consideration
across all age
groups.
100%
* One-handed smartphone users who responded that they “Strongly Agree” or “Somewhat Agree” with the above statement were combined into a single group labeled “Agree.”
Similarly, the “Disagree” group of respondents consists of one-handed smartphone users who stated that they “Strongly Disagree” or “Somewhat Disagree.”
24
Smartphone users are as likely to accept push notifications as
reject, indicating a need to balance utility with intrusiveness.
Q: How often do you agree to an app’s request to allow push notifications?
33%
31%
9%
22%
36%
22%
11%
Never
Rarely
Sometimes
Often
Always
Push notifications
can often be the
lifeblood of an app –
a crucial method to
keep its users
actively engaged
and from
abandoning it over
time. But it can also
backfire, appear
intrusive and
ultimately annoy
users. Smartphone
users are split as to
whether they get
utility from this
feature.
25
Smartphone users are more comfortable sharing location info than
receiving notifications. Privacy less of a concern than annoyance?
Q: Agree/Disagree: I am comfortable with apps accessing my geographic location information.
42%
31%
12%
19%
28%
29%
13%
Strongly
Disagree
Somewhat
Disagree
Neither Agree
nor Disagree
Somewhat
Agree
Strongly
Agree
The same
percentage of
smartphone users
who typically reject
push notifications
also cite some
uneasiness in
sharing their
geographic location.
Still, with 4 in 10
users comfortable
enabling these
services, there likely
exists a greater
concern for app
intrusiveness than
app privacy.
26
Top & Fast-Growing Apps
27
The list of Top 25 mobile apps is dominated by the leading digital
media companies and tends to concentrate within a few categories.
Top 25 Mobile Apps by Unique Visitors with Y/Y Growth
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 / June 2014
Social
Entertainment
Utilities
Retail
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
125,727
98,929
95,670
81,090
77,387
76,471
74,221
67,902
63,060
9%
18%
144%
16%
7%
19%
8%
13%
35%
49,701
22%
49,349
17%
46,398
43,688
10%
65%
41,345
19%
40,847
66%
35,841
34,098
17%
29%
33,115
15%
32,778
18%
32,028
29,779
N/A
309%
24,957
12%
24,688
236%
22,019
402%
21,650
23%
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.
* “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.
28
Facebook ranks as the #1 smartphone app by total time spent for
almost half its user base – an astounding number.
Facebook’s Rank Among its Smartphone App Users
% of Facebook App Users
50%
48%
40%
30%
22%
20%
9%
10%
6%
4%
2%
2%
1%
1%
1%
5
6
7
8
9
10
4%
0%
1
2
3
4
11+
Facebook continues
its impressive reign
as the #1 app
overall in both users
and engagement,
and it’s in the Top 3
for nearly 80% of
users. With
constantly
refreshing social
content and home
screen accessibility
for most users, the
app is made for
habitual usage.
Rank in Usage
29
Location, location, location. Apps occupying valuable home screen
real estate tend to have the most visitors.
Selected Smartphone Apps: Visitor Penetration vs. % Home Screen Incidence
Source: comScore Custom Survey, U.S., Age 18+, August 2015; comScore Mobile Metrix, U.S., Age 18+, June 2015
% Reach of Smartphone App Users
80%
Facebook
70%
60%
FB Messenger
YouTube
Google Search
50%
Instagram
40%
Google Maps
Pandora
Apple Maps
30%
Snapchat
20%
10%
Shazam
Spotify
Yelp
ESPN
Amazon
Twitter
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Apps with easy
access and visibility
on the home screen
unsurprisingly
attract more visitors
than apps that
rarely obtain home
screen real estate.
Of course, apps that
are most often
selected for the
home screen tend
to generally be
more popular,
creating a chickenand-egg
phenomenon.
% of Home Screens on Which App Appears
30
Habits can be powerful drivers of app usage, particularly when daily
behaviors are involved. Like getting your caffeine fix.
Starbucks vs. Dunkin’ Donuts App: Unique Visitor Trend
+100%
18,000
vs. 2013
16,000
14,000
12,000
10,000
+456%
8,000
vs. 2013
6,000
4,000
2,000
0
Jun-2013
Dec-2013
Jun-2014
Dec-2014
Consumers are
reluctant to
download apps for
brands they buy, but
apps pertaining to
their daily habits –
like buying coffee –
have a place on
their mobile
devices. Starbucks
has been a leader in
mobile payments,
which has been a
key driver of app
adoption and usage,
and Dunkin’ has
followed suit.
Jun-2015
31
Some leading retailers have experienced recent app success by
leveraging their customers’ routines of visiting their stores.
Select Retailer Apps: Unique Visitor Trend
30,000
+402% y/y
25,000
20,000
+85% y/y
15,000
10,000
+259% y/y
5,000
0
Jun-2014
Dec-2014
Three leading
retailers’ apps have
surged recently by
leveraging in-store
coupons and
savings features to
propel usage. If an
app isn’t likely to be
used frequently for
its mobile content
alone, it can
piggyback on offline
behaviors to help
drive more regular
engagement.
Jun-2015
32
Tinder, whose 2x growth in the past year is dominated by Millennials
– particularly college kids – is transforming the dating landscape.
Audience & Share of Time
Spent Breakout by Demo
Tinder: Unique Visitor & Avg. Daily Visitor Trend
7,000
6,000
+106% y/y
Age 18-24
Age 25-34
Age 35-54
Age 55+
Average Daily Visitors (000)
4%
5,000
16%
2%
9%
29%
4,000
32%
3,000
+128% y/y
2,000
48%
60%
1,000
0
Jun-2014
Sep-2014
Dec-2014
Mar-2015
Jun-2015
% Composition
Unique Visitor
Share of Time
Spent
Tinder’s popularity
among Millennials is
impressive, as 4 out
of 5 users on the
dating app are 1834 years old, and
nearly half its users
are 18-24 years old.
This youngest 18-24
segment is also the
most engaged,
spending 3.5 hours
on the app per
month, accounting
for 60% of Tinder‘s
total time spent.
33
Fitness is another daily habit for many Americans, and several apps
have seen big growth with their personal health tracking features.
Fitness Apps on Smartphone: Unique Visitor Trend
% of App Audience
Visiting Daily
+922% y/y
10,000
8,000
+60% y/y
6,000
43%
25%
4,000
+10% y/y
2,000
0
Jun-2014
Sep-2014
Dec-2014
Mar-2015
Jun-2015
15%
Fitness apps are
capitalizing on
emerging consumer
desires to track their
daily health habits.
Fitbit leads all with 9
million MAUs, of
which 43% are
DAUs. Sports
apparel retailer
Under Armour,
which acquired
MapMyFitness and
MyFitnessPal, is
clearly focused on
this category.
34
Accessing on-demand services has also become habitual for many
people, and Uber & Lyft lead the way for on-demand transportation.
Ride Service Apps – Unique Visitor Trend
9,000
Under-index
8,000
HH Size: 1
203
229
7,000
6,000
+453% y/y
Over-index
Age 18-34
137
148
5,000
76
Age 35+
+187% y/y
68
4,000
3,000
2,000
1,000
Uber and Lyft have
exploded in
popularity over the
past year by
improving upon an
existing offline
behavior (i.e. hailing
a taxi) via the large
online networks that
they’ve built. Both
apps benefit from
users who have a
higher tendency to
be a Millennial and
live in a singleperson household.
0
Jun-2014
Sep-2014
Dec-2014
Mar-2015
Jun-2015
35
Content Categories
36
Social media and entertainment account for the six top app
categories and drive two-thirds of total time spent on apps.
Share of Mobile App Time Spent
Source: comScore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015
Social Networking
23%
Radio
29%
Games
Multimedia
3%
3%
4%
Instant Messengers
Music
Retail
6%
15%
6%
11%
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.
37
Mobile usage lives and dies by the success of apps. Categories with
strong app usage are more likely to shift from desktop to mobile.
Selected Content Category Share of Time Spent on Mobile & Apps
Photos
100%
Mobile as a % of Digital Time
IM
Weather
90%
Maps
80%
Social Networking
70%
Sports
Search
60%
50% Entertainment News
Tech News
General News
Newspapers
Financial News
Humor
40%
30%
Games
Food
Portals
Beauty/Fashion
Politics
20%
10%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Categories with high
engagement on
apps as a
percentage of all
mobile activity also
tend to see mobile
as a higher
percentage of all
digital activity. It
appears that without
strong apps,
categories are not
navigating overall
transition to mobile
as effectively.
App as a % of Mobile Time
38
Certain content categories’ usage is now driven almost exclusively
by apps, with Photos and Instant Messengers leading the way.
Mobile App Share of Total Digital Time Spent for Selected Content Categories
Photos
92%
Instant Messengers
91%
Maps
89%
Online Gaming
84%
Weather
78%
Social Networking
72%
Retail - Food
72%
Personals
59%
Finance - News/Research
49%
Retail
44%
News/Information
40%
Sports
Portals
29%
22%
Mobile Apps
dominate total time
spent for social and
communication
categories, and for
on-the-go utilities
like Maps and
Weather.
Categories like
News and Sports
are somewhat less
reliant on apps, both
because they skew
towards desktop
and have
substantial mobile
web usage.
39
Younger smartphone users are significantly more likely to use
folders to organize their apps into categories.
% of Smartphone Users Who Use App Folders
Age 18-34
53%
Top 5 Most Common…
Categories of Folders on
Home Screen
1
Age 35-54
42%
2
3
4
5
Age 55+
Total Audience
24%
40%
Games
Email
Music
Calendars
Photos
The organization of
apps into folders is a
behavior more
commonly practiced
among younger
smartphone users.
Younger skewing
entertainment
categories, such as
Games and Music, as
well as apps serving
utility functions – like
Email and Calendars
– were most likely to
get grouped into a
folder.
40
Social Media & Entertainment Apps
41
The average mobile user spends a whopping 26 hours per month on
social apps. For Millennials, it’s 16% higher than the total audience.
Average Monthly Time Spent Per Mobile App User on Social & Entertainment Categories
Social
Entertainment
35
Average Monthly Hours Per Visitor
30
29.6
29.2
25
25.6
25.4
20
20.4
17.4
15
18.3
10
10.0
5
0
Age 18-34
Age 35-54
Age 55+
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.
42
Facebook still wins the battle for the app attention of Millennials but
other social platforms also drive very high engagement.
Average Monthly Hours Spent Among 18-34 Year-Olds on Social Networking Mobile Apps
30
Average Monthly Hours Per Visitor
25
25.7
20
15
10
7.0
5
5.9
5.7
3.5
0
Facebook
Instagram
Snapchat
Tumblr
Millennials are
social media junkies
and have shown a
diverse appetite on
different social
networking apps.
While Instagram,
Snapchat, Tumblr
and Twitter all boast
both strong
penetration and
outsized
engagement stats,
they are still
dwarfed by
Facebook on both
dimensions.
Twitter
43
Millennials’ app usage time is dominated by social, video, music and
communications.
Millennials’ Top Apps by Share of Total Mobile App Time Spent
Facebook
Pandora Radio
21.2%
YouTube
Instagram
41.5%
Spotify
14.3%
Facebook Messenger
Snapchat
5.6%
SoundCloud
Netflix
1.5%
1.5%
3.1% 3.2%
1.6%
2.6%
3.9%
Google Search
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.
All Other
44
The vast majority of the apps skewing most heavily toward
Millennials are social in nature.
Top 20 Apps* with Highest Concentration of Millennials (Age 18-34)
Yik Yak
98%
Venmo
94%
InstaSize
88%
BuzzFeed
81%
Tinder
79%
Snapchat
76%
MeetMe
73%
Mint.com Personal Finance
72%
SoundCloud
72%
Layout From Instagram
72%
Vine
71%
Poshmark
71%
TwitchTV
71%
PicsArt - Photo Studio
69%
iFunny
69%
Tumblr
69%
Dubsmash
67%
Spotify
67%
Kik Messenger
66%
Photo Grid HD
66%
*Based on apps with >1 MM users in that age group
The list of
Millennial-heavy
apps is very telling,
with the vast
majority being
related to social,
chat, and music.
Several social
personalization
apps also indicate
their affinity for
creative expression
and enhanced
communications.
45
A strong majority of college kids use Snapchat every month, and the
popular app is picking up traction among older Millennials, too.
Snapchat Smartphone App Penetration by Age
Source: comScore Mobile Metrix, U.S., Age 18+, April 2013 – June 2015
70%
Age 18-24
60%
58%
% Reach
50%
40%
Age 25-34
30%
27%
24%
20%
Age 35+
10%
8%
5%
2%
0%
Apr-2013
Oct-2013
Apr-2014
Oct-2014
Nearly 3 in every 5
18-24 year-old now
uses Snapchat on
their smartphones
each month. Older
Millennials are
gaining ground fast
at 27% penetration,
while those age 35+
are still below 10%
penetration. Is
popularity among
Millennials a
predictor of eventual
mainstream
adoption?
Apr-2015
46
Timehop has recently asserted itself as one of the fastest-growing
and most oft-used apps with a majority of users accessing daily.
Timehop: Smartphone App User Growth
Timehop: Cross-Visiting with Other Social Apps
100%
12,000
98%
MONTHLY
+651% y/y
80%
71%
8,000
68%
6,000
40%
4,000
DAILY
+921% y/y
20%
2,000
0
Jun-2014
% Timehop smartphone
app users
60%
% all smartphone
users
10,000
45%
37%
24%
0%
Sep-2014
Dec-2014
Mar-2015
Jun-2015
Facebook
(Mobile App)
Instagram
(Mobile App)
Twitter
(Mobile App)
Timehop, which
allows users to
explore what they
were doing on the
same date on social
media in previous
years, is one of the
year’s best growth
stories with a y/y
increase of 651%. It
boasts an especially
high DAU/MAU ratio
of 59% by latching
onto users’ daily
habit of engaging
with their favorite
social media sites.
47
Facebook’s unbundling of FB Messenger has helped drive massive
growth and kick-started the emergence of messaging in the U.S.
Facebook Messenger & WhatsApp – Smartphone App Unique Visitor Trends
Source: comScore Mobile Metrix, U.S., Age 18+, June 2013 – June 2015
90,000
FACEBOOK MESSENGER
+332% vs. 2013
WHATSAPP
+195% vs. 2013
75,000
60,000
45,000
30,000
15,000
0
Jun-2013 Sep-2013 Dec-2013 Mar-2014
Jun-2014 Sep-2014 Dec-2014 Mar-2015
Messaging is a very
hot sector of apps,
but is much more
prevalent
internationally right
now. Facebook
Messenger has
seen huge growth
as it unbundled from
the flagship app,
while FB’s other
messaging service
WhatsApp is also
on the rise. But this
market still feels
relatively early
stage in the U.S.
Jun-2015
48
The YouTube mobile app’s explosion in engagement on
smartphones and tablets highlights the rapid shift to mobile video.
YouTube: Average Hours Per Visitor by Device
YouTube: Audience Penetration by Device
Total Mobile
Smartphone
Tablet
60%
+90% y/y
10
8
6
4
+34% y/y
20%
19%
10%
0
0%
Sep-2014
Dec-2014
Mar-2015
Jun-2015
52%
30%
2
Jun-2014
56%
40%
+46% y/y
% Reach
Average Hours per Visitor
50%
Total Mobile Smartphone
The YouTube app
has seen a huge
surge of
engagement on
smartphones and
tablets in the past
12 months. While
penetration is lower
on tablets, those
who watch YouTube
on the devices
spend an inordinate
amount of time –
nearly 9 hours per
month, almost 2x
vs. year ago.
Tablet
49
Podcasting looks poised for lift-off as more than 4 in 10 Millennials
now listen on smartphone apps at least once a month.
Q: How often do you listen to podcasts using your smartphone?
Daily
At least once a week
At least once a month
41%
45%
40%
35%
33%
29%
15%
30%
25%
12%
11%
20%
16%
15%
10%
5%
16%
14%
12%
6%
10%
6%
0%
Total Age 18+
Age 18-34
Age 35-54
7%
6%
2%
Age 55+
While podcasting
has been around for
more than a
decade, it seems to
have finally found a
market. The
popularity of new
content combined
with the power of
the smartphone app
has helped it gain
traction from a
growing number of
users, particularly
Millennials.
50
App Ads & Monetization
51
Mobile ads not only work, but they work much better than desktop
ads on average – particularly at the bottom of the funnel.
Percentage Point Lift in Brand Metrics for Desktop and Mobile Ads
Source: comScore BSL and mBSL Benchmarks, U.S., 2014
Desktop
1.2
Mobile
Aided awareness
2.5
1.4
Favorability
1.4
Likelihood to recommend
4.3
Purchase Intent
4.3
1.3
3.0
Mobile ads caused
point lifts 2-3x
greater than ads on
desktop across four
key brand metrics
and performed
strongest in bottomfunnel 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.
52
Mobile native in-app video ads can be very effective, especially
when adapting ad creative for short-form viewing.
Brand Lift of Native Mobile Video
Source: Aggregate of four top-performing brands that used all four of below best practices
Control
Test
Indicates outperformance of
comScore mobile norms
49%
+18%
pts
+11%
pts
47%
+12%
pts
+15%
pts
56%
57%
+11%
pts
70%
52%
44%
42%
52%
41%
25%
14%
Aided Awareness Mobile Ad Recall
Ad Uniqueness
Favorability
Likelihood to Rec. Purchase Intent
For publishers
looking for ways to
better monetize
their mobile traffic,
native mobile video
is a promising
option. But it’s also
important to help
guide advertisers
towards creative
best practices to
drive the success of
their campaigns.
53
Summary & Key Findings
54
Key Takeaways
1
Mobile app usage is exploding as it becomes the #1 means of digital media
consumption. But it’s not coming at the expense of desktop or mobile web.
Confluence of factors is driving the huge uptick in app usage time, and apps are
overtaking other media in importance. However, it’s also important to recognize the
others haven’t gone away and the opportunity lies in multi-platform engagement.
2
App usage is a reflexive, habitual behavior where those occupying the best
home screen real estate are used most frequently.
Publishers must place more value on this real estate if they don’t want to lose out in
the transition to mobile. A small slice of app users can contribute a lot of usage.
3
Publishers must look to Millennials’ app habits to win in mobile long-term.
Millennials are the heaviest app users and they spend a lot of time on social media
and other platforms. Publishers must have a well-developed platform strategy to get
mobile traffic and find ways to convert app users.
55
For more information about subscribing to
Mobile Metrix and Media Metrix Multi-Platform,
please contact us at
www.comscore.com/learnmore
www.comscore.com
@comScore
www.linkedin.com/company/comscore
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For more information on the report, please contact:
Survey Research by

Adam Lella, Senior Marketing Insights Analyst, [email protected]
Kelly Pedotto

Andrew Lipsman, VP Marketing & Insights, [email protected]

Ben Martin, Director Global Marketing Insights, [email protected]
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Custom Data Analytics by
J.P. McElyea

2015_US_Mobile_App_Report from comscore

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