Retaining app users over time remains a big challenge for marketers.In fact, only 10%-12% of users remain active seven days after downloading an app -- while a mere 4%-5% are still active after 30 days, according to new research from AppsFlyer.

The "m" in m-commerce doesn't stand for massive. Yet, judging by the sharp growth in mobile shopping, it seems a suitable substitute. In the fourth quarter, in fact, m-commerce spending -- on smartphones and tablets -- reached $22.7 billion, which is a whopping 45% rise, year-over-year.

Security is now top-of-mind for many consumers. And appealing to this trendy sentiment, WhatsApp is now offering two-step verification to its entire user base.

On the heels of another strong earnings report, Facebook has more good news: FB Lite has surpassed 200 million active users.

The Atlanta Falcons weren't alone in defeat on Sunday. Hashtags had a bad Super Bowl showing, too. Indeed, just 30% of TV ads that ran during the big game featured hashtags -- down significantly from 45%, last year.

Fighting back against Facebook's live video efforts, YouTube is expanding its live-streaming service. Effective immediately, the Google unit is rolling out a new mobile live-streaming feature to every "creator" with more than 10,000 subscribers.

What are analysts expecting from Twitter when it reports fourth-quarter earnings on Thursday? Not much. "Twitter is losing traction fast," Debra Aho Williamson, principal analyst at eMarketer, explains in a new note to investors. "It is starting to shed once-promising products, such as Vine, and sell off parts of its business, such as its Fabric app development platform."

So why is Snap, Inc. calling itself a "camera company"? Maybe because Snap doesn't want to rely solely on advertising for its financial well-being.

Strengthening its ties with Madison Avenue -- and possibly the next killer app -- Snap just signed on as the lead partner for the R/GA Marketing Tech Venture Studio with IPG.

Facebook already rules our social lives. Can it take over our TVs, too? Positioning itself accordingly, the social giant is reportedly working on an app that could "broadcast" premium fare on Apple TV, and similar set-top boxes.