The comScore 2015 report shows that users spend four out of five minutes on some combination of just three apps. Opera Mediaworks has observed that the top 100 apps have users that spend about 30 minutes a day in their apps, with an average session length of eight minutes (about three sessions a day).
The data comes from the company’s Mobile First Insights report from Q1 this year.
In terms of reach, mobile’s audience sizes are starting to rival TV’s, with apps like Shazam getting 18.3 million users—5.6 million more users/viewers than a show like "The Walking Dead" commands.
While much of the conversation in the space revolves around different categories, like mobile search, m-commerce, messaging and social media, Opera says that apps that drive educational and entertainment opportunities are the ones that drive the most impressions.
Categories like games, news and information, and social networking had the highest levels of engagement. The high levels of engagement and long session times make them highly desirable categories for mobile advertisers to buy into.
Comparing apps to mobile Web, impressions served on mobile apps drove higher revenues, while mobile Web impressions got a higher click-through rate (potentially due to “fat thumbs” syndrome).
In terms of data, the report says that integrating partner SDKs provides the cleanest route to collect data. Indirect partnerships through ad exchanges can be suspect, but a direct link to the source allows advertisers to be certain of who is seeing their ad and when.