2017 US Mobile App Report

comScore, Inc. Proprietary.
About this report
The 2017 U.S. Mobile App Report leverages several data sources unique to comScore:
The report is based primarily on behavioral measurement from comScore Media Metrix Multi-Platform, which provides
deduplicated reporting of digital audiences across desktop computers, smartphones and tablets, and comScore Mobile
Metrix, which provides deduplicated reporting of mobile web and app audiences across both smartphones and tablets. The
report also includes survey-based data from comScore MobiLens.
Custom analytics data derived from the aforementioned products data streams is also included.
The report also incorporates results from a survey of 1,033 smartphone users in July 2017 to understand their habits. In some
charts we compare these results to our August 2016 and August 2015 surveys.
Important Definitions:
o Any reference to mobile means the combination of smartphone and tablet. When data is referring specifically to
smartphones or tablets, it will be labeled accordingly.
o All mobile data is based on Age 18+ population.
o Age 18-34 segment may be referred to as Millennials.
o A unique visitor is a person who visits an app or digital media property at least once over the course of a month. This
metric, in app parlance, is equivalent to a monthly active user/MAU.
For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.
comScore, Inc. Proprietary. 2

Table of Contents
App Overview 4
App Download Habits 11
App Usage Habits 20
Top & Fast-Growing Apps 34
App Content Categories 45
Summary & Key Findings 55

App Overview

Digital media usage time is driven by mobile apps, with smartphone apps
accounting for half of all time spent
Share of Digital Media Time Spent

Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2017
Desktop
34%
Smartphone App
50%
Tablet Web
2%
Tablet App
Smartphone Web
7%
7%
The smartphone dominates for 18-24 year-olds, who spend an amazing
2/3rd of their digital media time on smartphone apps alone
Share of Platform Time Spent by Age

Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Age 18+, June 2017
Desktop Smartphone App Smartphone Web Tablet App Tablet Web
Total 34% 50% 7% 7% 2%
Age 18-24 23% 66% 7% 4% 1%
Age 25-34 31% 54% 7% 7% 1%
Age 35-44 32% 53% 8% 6% 1%
Age 45-54 36% 48% 7% 7% 2%
Age 55-64 34% 46% 7% 10% 3%
Age 65+ 53% 27% 6% 12% 3%

App usage tends to be heavier among younger users, with 18-24 year-olds
spending more than 3 hours a day on apps
Average Daily Hours per Mobile App Visitor by Age

Source: comScore Mobile Metrix, U.S., Age 18+, June 2017
4.0
3.5
3.2
3.0
Average Daily Hours per Visitor
2.6
2.5 2.3 2.3
2.0
2.0 1.8
1.6
1.5
1.0
0.5
0.0
Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+

Mobile app dominates time spent vs. mobile web, with a slightly higher
split for smartphones than tablets
Share of Time Spent on Mobile: App vs. Web

Mobile Web
13% 18%
12%
82%
Mobile App 88%
87%
The average user spends 16x more time on the top apps than they do on
the top mobile websites, but mobile web tends to capture larger audiences
Top 500 Mobile Apps vs. Top 500 Mobile Web Properties
Average Monthly Unique Visitors (MM) Average Monthly Minutes per Visitor
186.9
15.7
2.2x 16x
mobile mobile
app web
7.0
11.9
App Mobile Web App Mobile Web

Mobile apps have a higher concentration of time spent in the top 10 and a
significantly smaller long-tail than desktop and mobile web
Concentration of Time Spent in Top Websites & Apps

Rank 1-10 Rank 11-50 Rank 51-100 Rank 101-500 Rank 501+
Desktop Web 48% 9% 3% 6% 35%
Mobile Web 44% 11% 4% 11% 29%
Mobile App 53% 19% 7% 12% 9%

App Download
Habits

A majority share of smartphone users dont download any apps in a
month, and the average user downloads two
Smartphone Users Number of App Downloads Per Month

Source: comScore MobiLens, U.S., Age 13+, 3 Month Average Ending June 2017
Users
downloading 13% 1 App
0 apps
+2 pts 0 Apps 1+ Apps
vs. June 2016
11% 2 Apps
51% 49%
8% 3 Apps
5% 4 Apps
7% 5-7 Apps
5% 8+ Apps
* comScore made significant improvements to the statistical weights and audience projections for MobiLens in 2015. Due to these changes, 12
comScore, Inc. Proprietary.
comparisons of this chart with a similar version that appeared in The 2014 U.S. Mobile App Report should be avoided.
App discovery is down across several channels, including the app store,
word-of-mouth and advertising. Is interest in new apps waning?
Most Common App Discovery Channels Among Smartphone Users

Source: comScore MobiLens, U.S., Age 13+, 3 Month Average Ending June 2017 vs. June 2016
App Store Word-of-Mouth/Opinion Advertising/Marketing

25%
21%
20%
20%
% of Smartphone Users
16%
15%
15% 14%
13%
11% 11%
10% 10% 9% 9%
10% 9%
8% 8%
6%
5%
0%
Searched app store Featured/ Top List via friend/ family via comment/ via news/ print via a website via Ad on device via Ad on TV/ print/
in app store review/ social site review/ TV show browser/ app billboard
Jun-2016 Jun-2017

Millennials still have a lot of excitement for new apps, but older smartphone
users do not match Millennials level of interest
Smartphone Users Attitudes About New Apps by Age Segment*

Source: comScore Custom Survey, U.S., Age 18+, 2017 Wave
Age 18-34 Age 35-54 Age 55+

80%
70%
70% 66% 65%
60%
% Who Strongly Agree or Agree
50%
40% 37% 35% 37%
30% 26%
22%
19%
20%
10%
0%
Im always looking for new and Theres a lot more I wish I could I get excited about new apps
interesting apps do with my apps
* Represents the percentage of smartphone users who responded on a 5-point scale that they Strongly
Agree or Somewhat Agree with the statements shown. comScore, Inc. Proprietary. 14
Millennials are much more willing to shell out cash for apps, with 1 out of 5
downloading an average of one paid app per month
App Purchases in the Past Year by Age Segment

100% 3% 1%
5% 4% 2%
90% 19% 8% 13%
80%
18%
17%
70%
12+ purchased apps
60%
14% 5-11 purchased apps
50% 3-4 purchased apps
40% 14% 1-2 purchased apps
80%
66% 0 purchased apps
30%
20% 36%
10%
0%
Age 18-34 Age 35-54 Age 55+

Millennials are also more willing to make purchases within an app, with
nearly half making five or more in-app purchases annually
In-App Purchases in the Past Year by Age Segment

100% 2%
6% 3%
90% 23% 9% 6%
80% 10% 16%

70%
23% 17%
12+ in-app purchases
60%
5-11 in-app purchases
50% 12% 3-4 in-app purchases
40% 1-2 in-app purchases
13% 72%
30% 58% 0 in-app purchases
20%
30%
10%
0%
Age 18-34 Age 35-54 Age 55+

Millennials are still adding apps often, but older smartphone users
download habits are losing steam and they may now be net app deleters
Smartphone Users App Addition/Deletion Habits by Age Segment*

Age 18-34 Age 35-54 Age 55+

70%
64%
60% 57%
50%
40%
30% 30%
30%
19% 20%
20%
10%
0%
I download new apps more often now than I did a I download new apps more often than I
year ago delete/uninstall old ones
The top reasons for deleting apps are largely consistent across age
groups, with usage frequency ranking as the top factor
Smartphone Users Reported Reasons for Deleting Apps by Age Segment*

Age 18-34 Age 35-54 Age 55+

70%
60% 57%
51%
% of Smartphone App Deleters
50% 48% 48% 47%

44% 45% 46% 45% 43%
41% 40%
40%
30%
20%
10%
0%
How often I used the app I wanted to declutter my My interest in that app The amount of storage space
phone changed/declined it used on my phone
* This question was only asked of smartphone users who reported they deleted an app in the past year. comScore, Inc. Proprietary. 18
Logos matter. Because apps confer social identity, Millennials will delete
an app if they dont like how it looks on their screen.
Deleted Apps in the Past Year Because They Didnt Like How it Looked on their Home Screen*
25%
21%
20%
% of Smartphone App Deleters
15%
10%
5%
3%
2%
0%
Age 18-34 Age 35-54 Age 55+
* This question was only asked of smartphone users who reported they deleted an app in the past year. comScore, Inc. Proprietary. 19
App Usage Habits

Smartphone users spend half their time on their #1 most used app, while
tablet users spend almost 2/3rds of their time on it
Share of Individual Users Time Spent on Apps by Rank

Source: comScore Mobile Metrix (Custom), U.S., Age 18+, June 2017
Smartphone Tablet
70% 65% Avg. # of Different Apps Used per Month
60% 25
49%
Share of Time Spent on Apps
50% 14
40%
30% Smartphone Tablet
20% 18% 17%
10%
10% 7% 6%
4% 4% 3% 1% 4%
2% 2% 1% 2% 1% 1% 0% 1% 0% 1%
0%
1 2 3 4 5 6 7 8 9 10 11+
Individuals Top Ranked App by Usage

Across age segments, smartphone users #1 app accounts for half of all
time spent on apps, and the top 10 account for almost the entirety
Concentration of App Time Spent by Smartphone App Rank

Age 18-34 Age 35-54 Age 55+
100% 96% 96% 97%

% of Age Segments Total App Time Spent
90% 88% 87% 89%
80% 77% 77% 80%

70%
60% 53%
50% 48% 49%
40%
30%
20%
10%
0%
Top 1 Top 3 Top 5 Top 10

The majority of app users access 20 or fewer apps in a month, but
younger users are much more likely to exceed that
Number of Monthly Apps Used by Age Segment

1-10 apps 11-20 apps 21-30 apps 31-40 apps 41+ apps
Age 18-34 18% 38% 29% 11% 4% 44%
Age 35-54 22% 39% 25% 9% 5%
Age 55+ 29% 43% 20% 7% 2%

Despite using more apps than older segments, Millennials utilize fewer
screens on their phone and instead organize their apps into folders
Number of Screens Featuring Apps on Users % of Smartphone Users Who

Smartphones Use App Folders
Source: comScore Custom Survey, U.S., Age 18+, 2017 Wave Source: comScore Custom Survey, U.S.,
Age 18+, 2017 Wave
1 Screen 2 Screens 3 Screens 4 Screens 5+ Screens
Age 18-34 20% 34% 26% 13% 8% 77%
Age 35-54 18% 28% 28% 15% 10% 47%
Age 55+ 14% 23% 29% 21% 14% 35%

All age groups are relying on folders more as they seek to organize the
high number of apps on their smartphones
% of Smartphone Users Who Use App Folders

Source: comScore Custom Survey, U.S., Age 18+, 2017 Wave vs. 2016 Wave
2016 2017
61% +16 pts
Age 18-34
77%
41%
Age 35-54
47%
25%
Age 55+
35%

2 in 3 smartphone users keep their #1 most used app front and center on
the home screen, but more users are now putting it in a folder
Q: Where is the mobile app you use most often located?

In Folder
+3 pts
vs. 2016
2%
5% Home Screen - Individual App
Secondary Screen - Individual App
11%
Menu of All Mobile Apps
5% Home Screen - In Folder

Secondary Screen - In Folder
Other
11%
67%

Its becoming more common for smartphone users to strategically position
apps on their home screen, with frequency of use being the top factor
Percent of Users that Intentionally Move Apps Top Factors Influencing Decision to Move Apps
to Home Screen to Home Screen
Source: comScore Custom Survey, U.S., Age 18+, 2017 Wave Source: comScore Custom Survey, U.S., Age 18+, 2017 Wave
How often I use the app 61%
Easier access 54%
Intentionally
Moved Apps to
Home Screen
80% I often need to access the app quickly 49%
+5 pts Intentionally Moved
vs. 2016
Apps to Home Screen
My interest in that app or kind of app 34%
I like how the logo looks on my home

screen 18%

55+ year-olds are 5x as likely as 18-34 year-olds to only operate their
smartphone with two hands
% of Smartphone Users by Age Segment Who Only Operate Phone with Two Hands
Source: comScore Custom Survey, U.S., Age 18+, July 2017
50%
40%
39%
30%
5x vs.
18-34 Year
20% Olds
19%
10%
8%
0%
Age 18-34 Age 35-54 Age 55+

Millennials are more likely to position apps on their phones based on
thumb reach and are increasingly considering this dynamic
% of One-Handed Smartphone Users who Consider Thumb Reach

when Positioning Apps on Phone Screen*
Age 18-34 +13 pts 74%

vs. 2016
Age 35-54 57%
Age 55+ 46%
* Represents the percentage of one-handed smartphone users who responded on a 5-point scale that they Strongly Agree or Somewhat Agree with the
following statement:
Agree/Disagree: The ease with which Im able to reach an app with my thumb when operating my phone affects where I have positioned that app on my comScore, Inc. Proprietary. 29
smartphone?
As single-handed, tech-savvy smartphone users, Millennials are more
likely to use the reachability feature especially on iPhone
% of Smartphone Users who Use Reachability Feature by Age Segment & Platform
iPhone Android
80%
70% 76%
60%
50% 55%
40%
41% 39%
30%
32%
29%
20% 26%
17%
10%
0%
Total Age 18+ Age 18-34 Age 35-54 Age 55+

Signs of app addiction are much more prevalent amongst Millennials,
who rely on apps and have the urge to constantly check them
Smartphone Users Attitudes About the Importance of Apps by Age Segment*

Source: Custom Survey, U.S., Age 18+, 2017 Wave
Age 18-34 Age 35-54 Age 55+
80% 76% 74%

70%
63%
60%
% Who Strongly Agree or Agree
51%
49%
50%
39%
40% 36%
30% 26% 26%
20%
10%
0%
My smartphone would be useless to me The instant I feel bored, I get an urge to When I see a notification for one of my
without apps pull out my phone and open an app apps, I have to check it immediately
Last years increase in push notification fatigue reversed itself in 2017. Is
the uptick in news events making users want to stay more connected?
Q: How often do you agree to an apps request to allow push notifications?*

Source: comScore Custom Survey, U.S., Age 18+, 2015 / 2016 / 2017 Waves
Always Often
45% 43%
40%
35% 33%
30% 27% +16 pts 24%
-6 pts
25%
22%
20%
19%
15%
10% 19%
5% 11% 8%
0%
2015 2016 2017
* This question was only directed to those smartphone users who indicated that they received a request for
push notifications. comScore, Inc. Proprietary. 32
As the most permissive of push notifications, Millennials have only
themselves to blame for their high level of annoyance at receiving them
% of Smartphone Users by Age Segment

Q: How often do you agree to an apps request to Strongly Agree/Somewhat Agree*: I get annoyed
allow push notifications? when I get too many app notifications
Always Often
63% 71%
59%
30% 51%
23% 21%
33% 18% 16%
5% 5%
Age 18-34 Age 35-54 Age 55+ Age 18-34 Age 35-54 Age 55+
Top & Fast-
Growing Apps

Facebook and Google own the top 6 and 8 of the top 10 most used
apps, with Snapchat and Pandora rounding out the ranking
Top 10 Mobile Apps by Penetration of App Audience

Facebook Facebook 81%

Google
YouTube 71%
Facebook Messenger
FB Messenger 68%
Google Search
Google Search 61%
Google Maps
Google Maps 57%
Instagram 50%
Snapchat 50%
Google Play 47%
Gmail
Gmail 44%
Pandora Radio 41%

Facebook maintains its position as the #1 app in monthly users
Facebook Mobile App Highlights

Sources: comScore Mobile Metrix, U.S., Age 18+, June 2017
Custom Analytics, U.S., Age 18+, June 2017
147 MM Custom Survey, U.S., Age 18+, 2017 Wave
81%
monthly users,
penetration among
highest among all
mobile app users
mobile apps
#1 App Top 3
highest engagement
by monthly users
app among 50%+ of
on both smartphone
smartphone users
and tablet
across age groups
46% #1 App
of smartphone
smartphone users
users have
say is most
Facebook on their
essential
home screen

The top apps vary by age group, with YouTube and Snapchat ranking
higher on the list among younger Millennials
Top Apps by Unique Visitors
Age 18-24 Age 25-34 Age 35-54 Age 55+
1 1 1 1
2 2 2 2 Google Search
3 3 FB Messenger 3 FB Messenger 3 FB Messenger
4 FB Messenger 4 4 Google Search 4

5 5 Google Maps 5 Google Maps 5 Google Maps
6 Google Search 6 6 6
7 Google Maps 7 Google Search 7 7 Apple News
8 8 8 Gmail 8 Gmail

The top indexing apps by age segment reveals social and entertainment
affinity among younger adults, and news and retail affinity among older adults
Top Indexing Apps* by Age Segment
Age 18-24 Age 35-54

iFunny 361 Checkout 51 138
GroupMe 301 iHeartRadio 134
SoundCloud 300 Walmart 128
Tumblr 277 shopkick 127
Bitmoji 243 Groupon 123
Tinder 234 Google+ 123
Venmo 217 eBay 120
Kik Messenger 209 Words With Friends 118
Spotify 201 Yahoo Mail 115
Google Docs 196 LinkedIn 115
Age 25-34 Age 55+

Venmo 199 Fox News 219
Shazam 165 Solitaire by Mobilityware 174
Tinder 161 Verizon Cloud 147
Yelp 159 Kindle 146
Zillow 157 Google Play Newsstand 140
Wells Fargo Mobile 154 WeatherBug 134
Uber 151 Apple News 128
Groupon 145 MyRadar Weather Radar 120
Chase Mobile 144 iBooks 118
Spotify 140 The Weather Channel 113
*Highest Indexing Apps based on ranking of the Top 50 apps by unique visitors according to each age segment comScore, Inc. Proprietary. 38
Smartphone users are most likely to select Facebook as their most
essential app, but otherwise favor functional apps over entertainment
Top Apps Smartphone Users Cannot Go Without by Age Segment

Total Age 18-34 Age 35-54 Age 55+

50%
45%
45%
40% 39%
37% 37% 37% 36%
35% 35%
35% 34%
29% 30% 30% 30%
30%
26%
25% 24% 24%
22% 21%
20%
14%
15% 11%
10%
5%
0%
Facebook Gmail
Gmail Amazon Google Maps
Google Maps Google
GoogleSearch
Search
* Survey respondents were asked to select their top 3 most essential apps (i.e. the apps they couldnt go
without) of the apps they own. Apps listed were selected by at least 20% of overall survey respondents. comScore, Inc. Proprietary. 39
Facebook is also the most likely app to be positioned on smartphone
users home screens for easy access
Top Apps by Home Screen Incidence - % Share of Smartphone Users

Home Screen - Individual App Home Screen - In Folder
Facebook 33% 14% 46%

Gmail
Gmail 28% 13% 41%
GoogleGoogle
Maps 22% 14% 37%
Amazon 22% 13% 35%
Facebook
FB Messenger 21% 13% 34%
YouTube 21% 12% 33%
Google
Google Search 24% 8% 32%
Google 18% 8% 26%
Instagram 13% 10% 24%
Apple
Apple App App
Store 14% 10% 23%
* Not all values in chart will sum due to rounding to nearest percent. comScore, Inc. Proprietary. 40
Theres a strong correlation between how essential an app is to a user
and whether it gets placed on their home screen
Selected Smartphone Apps: Most Essential vs. Home Screen Incidence*

60%
% of Home Screens On Which App Appears
50% Facebook
Gmail
40% Google Maps
Facebook Messenger Amazon
YouTube
30% Google Play Store Google Search
Instagram
Twitter Apple App Store
20% Netflix eBay
Pandora
Uber Snapchat
10%
0%
0% 5% 10% 15% 20% 25% 30% 35% 40%
% of Smartphone Users Who List App as Their Top 3 Most Essential
* Home screen incidence includes any apps that appear on the home screen, whether individually or in a folder.
Survey respondents were asked to select their top 3 most essential apps (i.e. the apps they couldnt go without) of the apps they own.
35% of Millennials selected Amazon as one of three apps they cant go
without, and often ranked more functional apps over social apps
Most Essential Apps 18-34 Year-Olds Said They Cant Go Without

App on
Don't have
Amazon 35% Home
app
Screen
Gmail
26% 26%
Gmail 30%
Facebook 29%
App in Folder
Have App, on Home
FB Messenger
Facebook Messenger 18% but not on Screen
Home Screen
YouTube 16% 21%
27%
Google
Google Maps
Maps 14%
Google Search
Google Search 11%
Apple App Store

Apple App Store 11%
WhatsApp 11%
Instagram 11%
* Survey respondents were asked to select their top 3 most essential apps (i.e. the apps they couldnt go
without) of the apps they own. comScore, Inc. Proprietary. 42
Many of todays most prominent fast-growing apps are marketplaces or
services that are thriving due to network effects
Fast Rising Apps* Unique Visitor Trend % Change

Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 June 2017 vs. Jun 2015
Waze +127%
20
WhatsApp +91%
Uber +99%
15 Wish +171%
Unique Visitors (MM)
letgo +1,224%
Bitmoji +2,078%
10
OfferUp +166%
Lyft +282%
5
Musical.ly +630%**
Venmo +441%
0
Jun-2015 Sep-2015 Dec-2015 Mar-2016 Jun-2016 Sep-2016 Dec-2016 Mar-2017 Jun-2017
* Based on a selection of apps with at least 5 million monthly visitors growing at very strong rates over the past two years.
** Musical.lys percent change figure represents its app audience growth from August 2015 to June 2016. comScore, Inc. Proprietary. 43
Consumers reported a wide variety of apps when asked what app they
considered their hidden gem
21%
of smartphone users
have an app they
consider their
Hidden Gem
Source: comScore Custom Survey, U.S., Age 18+, 2017 Wave. Select apps chosen from the following open-ended question:
Q: What app do you consider to be your hidden gem? Your hidden gem would be the one app that you love, but that you think
is not widely known or not used by many people, but you think it should be. comScore, Inc. Proprietary. 44
App Content
Categories

The top 6 categories representing nearly 2/3rds of time spent on apps are
entertainment or communication-focused
Share of Mobile App Time Spent by Content Category

Entertainment & Social Networking

Communication
Categories Music
20%
23% Multimedia
Games
Photos
3% Instant Messengers
3%
18% Music Retail
3%
+2 pts
3% vs. June 2016 Search/Navigation
3%
News/Information
4%
10% Maps
10%
Other
Multimedia
+3 pts
vs. June 2016 comScore, Inc. Proprietary. 46
Engagement in several content categories continues to transition to apps,
with News seeing one of the most notable shifts from a year ago
Mobile App Share of Total Digital Time Spent for Selected Content Categories
Point Change
vs. June 2016
Maps 96% +3
Instant Messengers 96%
Music 96%
Photos 95% +3
Weather 84% +4
Games 81%
Personals 79% +4
Social Networking 70%
Retail 47%
News/Information 41% +6
Sports 34%
Portals 19%
Politics 5% +4

Social Networking Apps: Category Snapshot
App User Penetration #1 Ranked App Usage Breakdown

% Reach of Total App Audience by Unique Visitors by Share of Categorys Total Digital Time Spent
93% Facebook
Desktop
Demographic Profile
22%
Index of Category vs. Total App Audience
Mobile Web
8% Mobile App
103 103 103

70%
101 94 97
Age 18-24 Age 25-34 Age 35-54 Age 55+ Male Female
Source: comScore Mobile Metrix, Age 18+, June 2017; comScore Media Metrix Multi-Platform (desktop) comScore, Inc. Proprietary. 48
News Apps: Category Snapshot

77% Apple News

Desktop
Demographic Profile Mobile App
35%
41%
Mobile
99 99 107 98 101 Web
92
24%
Source: comScore Mobile Metrix, Age 18+, June 2017; comScore Media Metrix Multi-Platform (desktop)
* News category refers to comScores News/Information category. Apps exclusively focused on weather comScore, Inc. Proprietary. 49
were not included in the ranking of News apps.
Retail Apps: Category Snapshot

75% Amazon
Demographic Profile Desktop

40% Mobile App
47%
106 112 Mobile
91 101 99
87 Web
13%
Gaming Apps: Category Snapshot

67% Mobile
Web Desktop
Words With Friends
1% 18%
Demographic Profile
Mobile App
106 101 103
91 90
109 81%
Travel Apps: Category Snapshot

27% Uber
Mobile App
Demographic Profile
Index of Category vs. Total App Audience Desktop 33%
48%
Mobile
107 116 Web
95 96 104
90
19%
Sports Apps: Category Snapshot

23% ESPN
Mobile App
Demographic Profile
Desktop 34%
42%
145
Mobile
107 107 Web
96
79
58 24%
Dating Apps: Category Snapshot

11% Tinder
Mobile
Web
7%
Desktop
14%
Demographic Profile
170
147 Mobile App
117 79%
85
73
60
Summary &
Key Findings

Key Takeaways
Mobile Apps are the More signs of having Millennials prove to be the
1 primary driver of digital
media consumption but
2 reached peak app are
emerging as interest in
3 most engaged,
sophisticated and
activity is concentrated new apps begins to wane addicted users of apps
The average user spends 2.3 Many app acquisition methods Millennials are more likely to
hours per day using mobile apps are seeing modest declines over engage in curation of apps by
Apps dominate mobile web in the past year location and accessibility on
usage time, 87% to 13%
The majority of app users dont their home screens
Half of digital media time spent download any apps per month
occurs in smartphone apps While they love social and
Smartphone users #1 app Most app users across all age entertainment apps, they are
drives half of their app time, and segments access 20 or fewer also extremely reliant on more
the Top 10 drive 95%+ apps in a month functional apps
Apps have a shorter long-tail for While many fast growing apps They cant live without their
usage compared to the web, still exist, fewer apps have
with less than 30% of app time emerged of late to revolutionize apps, but also show signs of
occurring outside the Top 50 the digital landscape app fatigue

For more information about
subscribing to Mobile Metrix
and Media Metrix Multi-Platform,
please contact us at
comscore.com/learnmore
For more information on the report, please contact: SURVEY RESEARCH BY
Adam Lella, Senior Marketing Insights Analyst alella@comscore.com Kelly Pedotto & Vivey Chen
Andrew Lipsman, SVP Marketing & Insights alipsman@comscore.com
CUSTOM DATA ANALYTICS BY
J.P. McElyea
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

2017 US Mobile App Report

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

2017 US Mobile App Report

Caricato da

Copyright:

Formati disponibili

comScore, Inc. Proprietary.

About this report

comScore, Inc. Proprietary. 2

App Download Habits 11

App Usage Habits 20

Top & Fast-Growing Apps 34

App Content Categories 45

Summary & Key Findings 55

comScore, Inc. Proprietary. 3

comScore, Inc. Proprietary. 4

Share of Digital Media Time Spent

Share of Platform Time Spent by Age

Desktop Smartphone App Smartphone Web Tablet App Tablet Web

Total 34% 50% 7% 7% 2%

Age 18-24 23% 66% 7% 4% 1%

Age 25-34 31% 54% 7% 7% 1%

Age 35-44 32% 53% 8% 6% 1%

Age 45-54 36% 48% 7% 7% 2%

Age 55-64 34% 46% 7% 10% 3%

Age 65+ 53% 27% 6% 12% 3%

comScore, Inc. Proprietary. 6

Average Daily Hours per Mobile App Visitor by Age

comScore, Inc. Proprietary. 7

Share of Time Spent on Mobile: App vs. Web

App Mobile Web App Mobile Web

comScore, Inc. Proprietary. 9

Concentration of Time Spent in Top Websites & Apps

Desktop Web 48% 9% 3% 6% 35%

Mobile Web 44% 11% 4% 11% 29%

Mobile App 53% 19% 7% 12% 9%

comScore, Inc. Proprietary. 10

comScore, Inc. Proprietary. 11

Smartphone Users Number of App Downloads Per Month

Most Common App Discovery Channels Among Smartphone Users

App Store Word-of-Mouth/Opinion Advertising/Marketing

comScore, Inc. Proprietary. 13

Smartphone Users Attitudes About New Apps by Age Segment*

Age 18-34 Age 35-54 Age 55+

40% 37% 35% 37%

App Purchases in the Past Year by Age Segment

comScore, Inc. Proprietary. 15

In-App Purchases in the Past Year by Age Segment

80% 10% 16%

comScore, Inc. Proprietary. 16

Smartphone Users App Addition/Deletion Habits by Age Segment*

Age 18-34 Age 35-54 Age 55+

Smartphone Users Reported Reasons for Deleting Apps by Age Segment*

Age 18-34 Age 35-54 Age 55+

50% 48% 48% 47%

comScore, Inc. Proprietary. 20

Share of Individual Users Time Spent on Apps by Rank

30% Smartphone Tablet

20% 18% 17%

comScore, Inc. Proprietary. 21

Concentration of App Time Spent by Smartphone App Rank

Age 18-34 Age 35-54 Age 55+

100% 96% 96% 97%

90% 88% 87% 89%

80% 77% 77% 80%

comScore, Inc. Proprietary. 22

Number of Monthly Apps Used by Age Segment

Age 18-34 18% 38% 29% 11% 4% 44%

Age 35-54 22% 39% 25% 9% 5%