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Millennials Use More Apps, but Spend a Greater Share of Time on Top Apps
In the recently released 2016 U.S. Mobile App Report, we reported that Millennials concentrate more of their mobile app time within the Top 10 ranked apps in their cohort than older age groups do. In fact, half of Millennials’ total engagement on mobile apps occurs on the group’s Top 10 highest usage apps. This concentration of activity in the Top... Read more
OpenTable, Nike+ and United Airlines Top List of Highest Indexing Apps Among Affluent Users
In conducting research for the The 2016 U.S. Mobile App Report, it became apparent that the audience composition of an app can widely differ from one to another. With this in mind, we decided to take a look at apps that skew heaviest among users in the higher income brackets, as this can be a particularly valuable demographic segment for marketers.... Read more
Part 2: Why the Power of Habit Drives Power Law Distributions in Mobile App Usage
In the first part of this blog post, we discussed the power of habit in driving smartphone app usage and how the biggest names in digital media generally have an advantage as more media consumption shifts to digital. One of the ways we see this advantage manifest is the prevalence of power law distributions in examining usage patterns. A power law distribution... Read more
Part 1: Why the Power of Habit Drives Power Law Distributions in Mobile App Usage
A few years ago I read the Charles Duhigg’s excellent book The Power of Habit: Why We Do What We Do in Life and Business. In it he discusses the notion of a “habit loop” governing many of our day-to-day behaviors, which consists of three elements: a cue, a routine, and a reward. The cue is something that serves as a sensory trigger to begin the... Read more
Have We Reached ‘Peak App’?
Recently there’s been quite a bit of talk in the tech and media industries that the app boom is over. The narrative is that consumers already have all the apps they need, that the market is mature, that the introduction of new apps is no longer exciting, that people may even start deleting some of their current ones, and that breaking through as a... Read more
Smartphone Apps Are Now 50% of All U.S. Digital Media Time Spent
Another major digital media milestone was reached this July. Smartphone apps, which have been playing an increasingly important role in consumers’ digital lives over the past several years, now account for more than half of all Americans’ time spent online, according to comScore Media Metrix® Multi-Platform and comScore Mobile Metrix®. While the... Read more
Pokémon GO Captures 55 Million Mobile Users in July, Ranking 13th Among All Apps
Unless you’ve been living under a Poké Ball the last several weeks, you’ve undoubtedly heard of the new app-based game and overnight sensation Pokémon GO. As one of the first location-based augmented reality games, Pokémon GO mimics your actual “real world” surroundings using a Google Maps-like interface as you seek to find and capture Pokémon... Read more
Snapchat Breaking into the Mainstream as it Posts New Highs Across Age Segments
Snapchat isn’t just for teens and college-age adults anymore. While still wildly popular among these younger demographic segments, the ephemeral photo and video sharing app is also rapidly growing its user base among older Millennials (Age 25-34) and those 35 years-and-older. Three years ago, Snapchat’s app was only being used by 5% of smartphone... Read more
Good News for Digital Publishers: Audiences Are on the Rise Thanks to Mobile
Earlier this week comScore released our 2015 U.S. Mobile App Report, which is full of interesting new findings on the importance of apps to the digital landscape and how consumers are engaging with them. If there was one single finding that has the most far-reaching implications, it’s that in the past year multi-platform digital audiences for the... Read more
Venmo, BuzzFeed, Tinder and Snapchat Among The Top 20 Apps with Highest Concentration of Millennials
comScore recently released The 2015 U.S. Mobile App Report, which covers the important role that mobile apps play in today’s digital landscape. A number of insights in the report focus on the habits of one of the most highly sought-after groups by advertisers – Millennials. Read more