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Blog sep. 28, 2016 | Share

comScore in Journal of Advertising Research on How Data Analytics, Social Media, and Creative Strategies Shape U.S. Presidential Election Campaigns

comScore in Journal of Advertising Research on How Data Analytics, Social Media, and Creative Strategies Shape U.S. Presidential Election Campaigns

In the following article entitled “The Power of Political Advertising: Lessons for Practitioners,” comScore VP of Political Technology is joined by comScore Co-Founder and CEO Gian Fulgoni and comScore VP of Marketing and Insights Andrew Lipsman in describing the combined use of data analytics, creative messaging, and social media in the 2012 and... Leer más

Blog sep. 22, 2016 | Share

Millennials Use More Apps, but Spend a Greater Share of Time on Top Apps

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... Leer más

Blog sep. 19, 2016 | Share

OpenTable, Nike+ and United Airlines Top List of Highest Indexing Apps Among Affluent Users

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.... Leer más

Blog sep. 16, 2016 | Share

Part 2: Why the Power of Habit Drives Power Law Distributions in Mobile App Usage

Power Law Distribution

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... Leer más

Blog sep. 14, 2016 | Share

Part 1: Why the Power of Habit Drives Power Law Distributions in Mobile App Usage

Power Law Distribution

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... Leer más

Blog sep. 13, 2016 | Share

Have We Reached ‘Peak App’?

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... Leer más

Blog sep. 8, 2016 | Share

How Advanced Currencies are Moving the Industry Beyond Age/Gender Demos

How Advanced Currencies are Moving the Industry Beyond Age Gender Demos

Since the earliest days of media measurement, marketers have relied on useful – but imperfect – age and gender based demos as surrogates for reaching their most desirable audiences. When you think about it, it’s really kind of amazing that our industry hasn’t moved beyond these types of demographics to a more precise way of doing business that... Leer más

Blog sep. 1, 2016 | Share

Smartphone Apps Are Now 50% of All U.S. Digital Media Time Spent

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... Leer más

Blog jul. 26, 2016 | Share

Reaching New TV Show Viewers with Precision

Reaching New TV Show Viewers with Precision

Every year, content creators invest millions of dollars in the creation and promotion of new TV shows. To boost the new show’s chance of success, its vital that networks know how to best reach the key segment of viewers known as “new show adopters” who consistently tune into new content. Leer más

Blog jul. 20, 2016 | Share

comScore Plan Metrix, Now with Mobile Data!

comScore Plan Metrix, Now with Mobile Data!

It’s no secret that new screens and ways of accessing media continue to disrupt consumption habits and business models. This disruption has introduced new challenges for our clients and our industry, such as understanding and harnessing advanced audience targets. Advertisers want and need to do more than target their campaigns based on age and gender.... Leer más