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New 2017 US Mobile App Report Provides Wealth of User Data
Eazi-Apps Support • 13 October 2017
A brand new report has been published in the USA to examine why and how mobile apps have become such a force to be reckoned with. Today, 57% of all time spent on digital media is app based, with smartphone apps alone making up more than 50% of digital media usage time.
The 2017 US Mobile App Report by comScore is packed with useful insight for app developers and app business managers. It identifies a wealth of trends and user habits which you can use to help inform your app development and marketing activity. Here, we’ve rounded up the best of the bunch for your interest:
- More than 8 out of 10 app users intentionally move app icons to their home screen, with 61% saying the frequency they used the app influenced their decision.
- Digital media usage time is dominated by mobile apps, with more than 50% of activity focused on smartphones and just 34% on desktop apps. For 18-23 year olds, app consumption is even greater, with 2/3rds of all of their digital media screen time dedicated to smartphone app use.
- Younger users invest the most time is app use, with 18-23 year olds spending three hours a day on apps.
- 35-44 year olds spend an average of 2.3 hours a day on apps.
- Of all time spent on mobile, mobile app use accounts for a massive 87%, with mobile web browsing consuming just 13% of time. In fact, the average app user will spend 16 x more time on top apps than they will on top mobile websites.
- An average user will download two apps per month, but the report notes that app discovery has decreased in several channels such as the App Store and word-of mouth-marketing.
- 70% of millennials say they are still very interested in new app launches and are ‘always looking’ for new and interesting apps. This contrasts with just 37% of those aged 35-54.
- 66% of millennials say there’s a lot more they wish they could do with their apps.
- Millennials are also more likely to pay for apps, with one in five downloading a paid for app each month.
- 66% of those aged 35-54 say they haven’t purchased a single app in the last 12 months.
- Millennials are more likely to make in-app purchases too – with almost 50% saying they make five or more in-app purchases per year.
- Over half of 18-34 year olds download more apps now than they did a year ago, compared with just 30% of 35-54 year olds.
- The Millennials are also more image conscious, with 21% saying they have deleted an app because they didn’t like how it looked on their home screen.
- 76% of Millennials say their smartphone would be ‘useless’ without apps – showing just how critical apps are to this generation.
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