Brief:
- People are now spending more time in mobile apps than on PCs, tablets or the mobile web, but most of that time is spent on just a handful of apps, according to comScore's 2017 U.S. Mobile App Report and as reported by MarketingLand. According to comScore, users spend just over 51% of their total digital media time in their top five mobile apps.
- The top apps claiming users time also show consolidation; Facebook owns three of the top 10 apps, while Google has five. Usage varies widely by age, with the big social media platforms like Facebook and YouTube trading top spots across most demographics.
- While app usage consolidates among a handful of major players, enthusiasm for newer apps seems to be declining. In any given month, 51% of consumers don't download a single app, while 13% download just one, per MediaPost's write-up on the research.
Insight:
ComScore's latest annual app report is a mixed bag for marketers and developers. Those that have dreamt of creating a branded app that attracts scores of engaged users should take note of continued consolidation of the market into the hands of just a few big players, predominantly Facebook and Google. Those platforms have integrated deeply into consumers' lives through multiple products, creating a global reach that also presents opportunities for brands. There is also a silver lining in that young people seem to not be entirely satisfied with the existing apps on their phones.
Insight into who's on which apps is additionally valuable as marketers think about how to leverage different platforms to connect with different demographics. According to the report, the top three apps by unique visitors among 18- to 24-year olds are YouTube, Facebook and Snapchat, pointing to young consumers' predilection for visually-oriented content and mobile video especially.
Among 25- to 34-year olds, the top three choices are Facebook, YouTube and Facebook Messenger. Snapchat drops to sixth place among 25- to 34-year olds and then fails to make the top 10 among all older groups, reinforcing that its audience, while engaged, is fairly limited and homogenous. As Snapchat matures, it must think of ways to both attract new users but also keep old ones active as they age out of its typical auidence.