The Whole Story: App Usage
Not all apps are created equal — there is a world of difference between downloads and habitual use. This USA TouchPoints analysis combines average weekly reach across
mobile devices (cell phone, tablet eBook reader) by app category across different age groups to paint a comparative picture of use by reach.
Inevitably, different app categories have their
banner brand, such as Facebook and Twitter, Weather.com, Angry Birds and the rest. But when taken in aggregate, they clearly have an impact on the category as a whole.
Another factor to
bear in mind when interpreting such data are variables such as competing screens and daypart usage. We know, for example, that a great deal of social media use takes place on the computer and that
social media use overall peaks in the evening, much like TV. Both factors play well to the potential use of laptop computers as the device of choice.
Games have also becomes a major
factor on mobile devices. Whether casual or social gaming, the new competitor to everything from console gaming to browsing the Web is the growth of app-based gaming and its appeal across age
groups.
Interestingly, the conventional wisdom that younger people simply engage more with emerging media and tech is not borne out in this analysis. Reach of social media apps is
about the same between 18-24s and 25-34s, with the latter just winning out. The only category in which the younger group has a clear lead is games. It also has a 1% lead in Music/Audio/Podcasts.
Otherwise, the best-performing age group overall in terms of reach via app category is the 25-34s. This is likely influenced, in part, by the higher cost of tablets and high-end smartphones.
The data plans that support full use require higher incomes than are enjoyed by most 18-24 year olds. Perhaps this will change in time, but for now, apps are not the sole preserve of the
young.
Recent Online Media Daily Articles
-
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ...
-
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ...
-
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ...
-
Good TV Content Trumps On, Whether Trad TV Or Streaming May 22, 2:42 p.m.
While consumers continue to perceive TV programming as superior in quality to that of online fare, ...
-
Google Releases Self-Serve Display Benchmark Tool May 22, 2:02 p.m.
Understanding how a brand's online campaign competes with competitors requires trending benchmark data like engagement rates ...
-
Twitter Brings Lead Generation To Tweets May 22, 1:14 p.m.
Twitter began testing a lead generation tool Wednesday in its tweet stream that resembles a cross ...
-
DigitasLBi, Razorfish Tap Execs For Global Ops May 22, 11:26 a.m.
Publicis Groupe digital agencies DigitasLBi and Razorfish have installed new executives to run their respective international ...
-
More Consumers Turn To Mobile To Research, Book Travel May 22, 8:53 a.m.
More than half of consumers used a mobile device to book travel in the last 90 ...
-
Showrooming Overhyped, Mobile Key To Shopping Purchases May 22, 8:53 a.m.
Given consumers' mobile in-store shopping trends, some consider the showrooming hoopla overblown. The research process still ...
-
Shopping App Swirl Adds In-Store Capability May 22, 8:53 a.m.
Swirl entered the mobile shopping fray last year with an iPhone app allowing users to learn ...
Be the first to comment on "The Whole Story: App Usage"
Leave a Comment