Turbotodd

Ruminations on tech, the digital media, and some golf thrown in for good measure.

Archive for May 5th, 2017

How Apped Is That?

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App Annie is once again out with its “Spotlight on Consumer App Usage” report, and once again app usage growth looks like a hockey stick, up and to the right.

But wait a minute, you say, as you hit pause on that Facebook Live stream of a skateboarding bulldog. I thought everybody, including me, loaded all those apps on their iPhone or Android and then never opened them again.

To an extent, that may be true. You may not be using many apps, but the ones you…and the collective “We”…are using, boy are we using them.

“We,” in fact, used apps for nearly 1 trillion hours in 2016. I don’t know how much lost productivity 1 trillion garners, but I suspect it’s a lot, and I suspect there’s even an app to help us figure it out.

App Annie indicates the fast uptick in 2016 only continues to accelerate in the first few months of 2017, and concludes simply that “Mobile apps have become vital to our day-to-day lives.”

So let’s get into some of App Annie’s actual numbers.

The average smartphone user used over 30 apps per month, in recent months, and on average, between one-third and one-half of the apps on users’ phones were used each month.

So yes, there are still a lot of app orphans out there in the world, but it’s unquestionable that consumers increasingly manage their lives through apps.

App Annie also indicates in its report that in all the countries it examined, smartphone users used an average of at least nine apps per day, with iPhone users using slightly more per day than Androids.

A quick glance around the globe reveals that smartphone users in Brazil, India and China used the most number of apps per day, and despite WeChat’s dominant position in China, even in the Middle Kingdom users still use 11 apps per day on average!

If we look the categories of usage, utilities and tools are the most used (Think Safari on iOS and Google on Android), but beyond that, other top boxes include Social Networking, Communication, and Social.

This data suggests the continued relevance and importance of social categories to marketing efforts for all types of apps (especially if you’re concerned about the concurrent rise in the use of ad blockers).

Android users used over 30 percent more games than iPhone users, and yet iOS still leads in gaming revenue, thanks to much higher average revenue per user.

Average usage per day varies by country, with the U.S. averaging two hours and 15 minutes per day (which adds up to about one month per year…One month!). South Korea, Brazil, Mexico and Japan averaged around three hours per day.

If you break down usage across categories by sessions, Dating and Productivity apps saw the highest average sessions per day with around four. But Finance and Productivity users spent less than one minute per session.

So, to net that out, people are spending nearly six minutes per day looking for dates, juxtaposed with spending four minutes per day on Productivity. Or put more simply, for every three dates they find, they knock off two things on their To Do lists!

For advertisers, the good news is that the variation between categories in time and sessions per day means there is no one-size-fits-all apps strategy, and App Annie suggests marketers should define their KPIs in the context of their apps’ specific use case.

It’s an App world, and we’re just living in it…more now, than ever.

Written by turbotodd

May 5, 2017 at 3:51 pm

Posted in 2017, android, apps, iOS, mobile, research

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