Andrew Degenholtz brings some 20 years of experience as an active participant and innovator in magazine circulation and mobile app marketing to his current position as president of Oplytic, LLC, which he founded in 2009. The company offers a variety of tools to help its clients acquire engaged and paying mobile users. He is a member of the Alliance for Audited Media digital edition task force, created to develop best practices for acquisition of digital magazine subscribers.
A number of Pikachus (or is the plural Pikachi?) were spotted this Halloween according to NBC which reports the costume was the third highest seller for adults on eBay.
Reemerging from when it first appeared in Japan back in 1996, the popular animated character catapulted to even greater heights via this year’s must-have mobile app Pokémon GO. Since its summer release, the location-based augmented reality game averaged more than 20 million users a day, peaking with 28.5 million active daily users (DAU) on July 13. While it’s unclear where these numbers will be by the end of 2016, the results of the previous year’s highest-ranking apps are in.
Thanks to comScore’s latest U.S. Mobile App Report and analytics agencies, brands can better measure mobile effectiveness to create app strategies ideal to their markets. When targeting Millennials, for example, it’s helpful to know they respond favorably to social apps (Yik Yak, Vine, Snapchat, Timehop); entertainment apps (Playstation, Twitch, Xbox One Smartglass, SoundCloud, YouTube Music); and service-oriented apps (Airbnb, Tinder, Venmo).
The 2016 U.S. Mobile App Report by comScore
Follow the Leaders
Boasting a number one ranking for its flagship app and impressive overall usage stats, Facebook, along with Google, lead comScore’s list of Top 10 Apps. In fact, the two internet heavies own eight of the top nine mobile apps. With those stats come Millennial audiences who devote 50% (a stat that goes down as user age goes up) of their total usage time engaged in the Top 10. Per comScore’s findings, the Top 25 Apps fall into four categories: utilities (nine), entertainment (six), social (six), and retail (four) which includes Groupon, the only new entrant on the list from 2015.
A Snapshot of Snapchat
Snapchat is a rising star amid big players such as Facebook (whose audience extends to the total app population including Millennials), Pandora, YouTube and Instagram. Regarding usage time, Snapchat ranks as a Top 3 smartphone app among 25% of its user base, and in the Top 10 by 70%. Even as its core audience of 18-to-24 year-olds reaches full saturation, it continues to earn interest from 25-to-34 year-olds, as well as the 35 and older segment which encompasses 15% penetration.
Mobile App Trends
Obviously apps with easy access and high visibility on home screens bring in more visitors than ones buried in folders. For instance, as Facebook Messenger and Google Maps received more home screen placement, their annual reach also rose. Other mobile apps on the rise provide real-world services from transportation (Lyft, Uber, Waze) to exercise (Fitbit) and dating (Tinder) while Bitmoji focuses on digital reality as it lets users create animated avatars of themselves—which in a way brings us back to people masquerading as Pikachu.