MARCH 2015: MOBILE ENGAGEMENT

By Judith Aquino and Lorri Cosentino

Make Way

for

Only 33% of U.S. mobile users will pay for apps — eMarketer

The mobile space is quickly becoming an app-driven society. Consumers are spending more time than ever playing games, sending messages, and performing other activities on mobile apps. This presents new opportunities (and challenges) for marketers to connect with consumers by creating more engaging mobile experiences. For help reaching users, here’s a quick look at app user habits:

In 2014, U.S. Android and iPhone users age 18 and older spent 65 percent more time each month using apps than they did two years ago — Nielsen

More than one-third of all U.S. smartphone owners download at least one app per month — comScore

Apps drive the majority of media consumption activity on mobile devices, accounting for approximately 7 out of every 8 minutes — comScore

Smartphone owners ages 25-44 use the greatest number of apps per month (29 apps, on average), but 18-24 year-olds spend the most time on them (37 hours, 6 minutes) — Nielsen