One of the things driving consumer’s dependence on mobile devices is functionality and many times apps are the basis for that functionality. Mobile device owners utilize apps for everything from entertainment & games, health & wellness, safety and most importantly to businesses, researching and purchasing goods & services. The explosive growth should not be a surprise because of the content and capabilities they provide.
• During that same time, the number of adults who downloaded an app jumped by over 75% – growing from 41 million downloaders to 72 million
• In 2011, mobile subscribers spent 54 billion minutes using apps. In 2012, that number rose over 100% to 109 billion minutes
• Last year, mobile user spent 72% of their time using apps vs the mobile web. This year, over 80% of mobile users time is spend with apps
• As mobile users are spending more time with apps, they are also diversifying the apps they utilize. Last year, over 70% of mobile users time was spend with the top 50 apps. In 2012, just 56% of users spent time with the top 50 apps
What Does This Mean To You?
Consumers are using most apps for very specific purposes. As more apps are being developed and move into the mainstream, the app landscape is bound to become more fragmented. This is where targeting comes into play. Do your due diligence when it comes to finding apps to distribute your message. Don’t just look into the content the app provides but also who the users are. Make sure the app users correspond to your target audience. Look into the targeting abilities that the app provides. Does it allow you to focus your message to a geographic area? In our next post, we’ll look at the app segments that are seeing the greatest growth and how you can take advantage of them. For more information on reaching consumers through mobile apps, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager