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.
Question: What do you get when you combine behavioral analytics from comScore Media Metrix® Multi-Platform with data gathered in The 2016 U.S. Mobile App Report? Answer: A whole lotta insights into the mobile app patterns of more than a thousand smartphone users 18 years-old and up.
Obviously today’s marketers can benefit from the data contained in this research. Unlocking the behavior patterns and preferences of different digital media segments is key when creating mobile app campaigns. And expert analytics agencies such as Oplytic can go one step further with custom tracking that measures results specific to your brand. For now, let’s look at comScore’s findings.
Growth in Digital Media Time Spent
Mobile App Applause
According to The 2016 U.S. Mobile App Report, total time spent on digital media has grown 53% over the past three years thanks primarily to mobile apps (with a little help from mobile web). For the past two years, mobile app outperforms mobile web by a 7:1 margin in time spent. All in all, mobile now represents nearly two out of three digital media minutes, with mobile apps accounting for 60% of total time spent on digital.
For the past three years, smartphone apps have driven 80% of the growth in digital media engagement. In addition to accounting for three out of every four minutes on mobile, smartphone apps are the premier access vehicle to the internet for 18-44 year-olds and represent nearly half of all digital media time spent. While Millennials spend the most time on smartphone apps, their usage does decline with age. Conversely, other segments such as 55 to 64 year-olds are increasing their time on smartphone apps by 37% each year.
Keeping Tabs on Tablets
With the availability of large screen phones, app usage on tablets has dropped across the board in the past year, particularly among 35 to 44 year-olds. However, tablets fare better with other segments: 18 to 24 year-olds use them for games, entertainment and educational activities, while older users prefer tablets for news and reading.
Downward Desktop Data
The study shows desktop usage has dropped by 11% in the past year. This decline is due to the popularity of smartphones and tablets which are considered more convenient. Add mobile app innovation into the equation and it’s no surprise more digital media users are going mobile.