2016 US Mobile App Report

comScore, Inc. Proprietary.
About this report

The 2016 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 1,049 smartphone users to understand their habits.
Important Definitions:
o Any reference to mobile means the combination of smartphone and tablet. When data is referring specifically smartphones
or tablets, it will be labeled accordingly.
o All mobile data is based on Age 18+ population.
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. A daily visitor is similar to a daily active user/DAU.
For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.
Table of Contents
App Overview
Mobile App vs. Mobile Web Audiences
13
App User Habits
20
Top & Fast-Growing Apps
31
Content Categories
41
Summary & Key Findings
46
App Overview
Digital media usage time, driven by mobile apps, has exploded since
2013, but growth across all platforms is beginning to slow.
Growth in Digital Media Time Spent
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
Desktop
Mobile App
Mobile Web
1,600,000
+5%
+21%
Total Minutes (MM)
1,400,000
77,081
124,787
+62%
864,328
+111%
+3%
+11%
97,440
+25%
778,954
+52%
800,000
600,000
118,299
+26%
1,200,000
1,000,000
% Change
vs. June 2013
621,410
409,847
+14%
+1%
-11%
400,000
200,000
476,553
480,967
550,522
491,743
Jun-2013
Jun-2014
Jun-2015
Jun-2016
Over the past three

years, total digital
media time spent
has grown 53%,
driven mostly by
mobile apps and, to
a lesser extent,
mobile web. The
past year has seen
healthy but weaker
growth rates on
mobile, while
desktop usage has
actually declined by
11%.
Mobile now represents almost 2 out of 3 digital media minutes, and

mobile apps are approaching 60% of total digital time spent.
Share of Digital Media Time Spent by Platform
70%
+16pts
Share of Digital Time Spent on MOBILE

67%
% Share of Digital Media Time Spent
65%
60%
Share of Digital Time Spent on MOBILE APP
58%
Share of Digital Time Spent on SMARTPHONE APP
49%
+16pts
55%
50%
51%
+16pts
49%
45%
42%
40%
35%
33%
30%
Jun-2013
33%
-16pts
Dec-2013
Jun-2014
Share of Digital Time Spent on DESKTOP
Dec-2014
Jun-2015
Dec-2015
With desktop
engagement finally
in decline, it is now
losing share to
mobile at a rapid
rate. The
convenience of
smartphones and
tablet devices, and
the innovation
around mobile apps
have completely
shifted the digital
media landscape in
favor of mobile.
Jun-2016
Smartphone apps have driven the overwhelming majority of growth

in digital media usage over the past 3 years.
Share of Growth in Total Digital Time Spent: June 2016 vs. June 2013
TABLET
DESKTOP
9%
1% 3%
8%
SHARE OF
GROWTH
IN DIGITAL
TIME
(JUNE 2016 vs.
JUNE 2013)
80%
SMARTPHONE
While every
component is
contributing to
digitals massive
growth in time spent
over the past three
years, it is the
smartphone app
that has been the
biggest driver by far.
It has accounted for
80% of all growth in
digital media
engagement during
that period of time.
In fact, smartphone apps alone now account for nearly half of all
digital media time and 3 out of every 4 minutes on mobile in total.
Smartphone App Share of Platform Time Spent
90%
+6pts
Smartphone app share of MOBILE APP

85%
Smartphone App Share of Time Spent
80%
79%
74%
70%
+8pts
66%
Smartphone app share of MOBILE
60%
50%
49%
40%
+16pts
Smartphone app share of TOTAL DIGITAL
33%
30%
Jun-2013
Dec-2013
Jun-2014
Dec-2014
Jun-2015
Dec-2015
Smartphone apps
have become the
primary access
vehicle to the
internet,
representing half of
total digital media
time spent. They
already account for
the vast majority of
total mobile and
mobile app time
spent and are
gaining share
among every
segment of the
market.
Jun-2016
Smartphone app usage time is increasing among every age group in

the past year and is highest among Millennials.
Average Monthly Hours per Smartphone App Visitor by Age
Source: comScore Mobile Metrix, U.S., Age 18+
Jun-2015
100
90.6 93.5
Average Monthly Hours per Visitor
82.5
80
Jun-2016
85.6
73.8
78.8
+37%
73.1
68.2
62.7
57.5
60
55.6
40.7
40
39.8 42.1
20
Millennials spend an
exorbitant amount
of time on their
smartphone apps,
and usage declines
with age. However,
every segment of
the population is
using their
smartphone apps
more over time, with
55-64 year-olds
seeing the greatest
year-over-year
increase with
growth of 37%.
0
Total
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
Unlike smartphones, tablets are seeing across-the-board declines in

app usage as large screen phones encroach on their territory.
Average Monthly Hours per Tablet App Visitor by Age
Jun-2015
Jun-2016
40
Average Monthly Hours per Visitor
34.7
30
-35%
34.0
32.5
30.8
29.6
27.6
28.0
26.6
23.5
22.6
23.4
23.0
19.4
20
17.3
10
Tablet app usage was

down across the
board in the past
year, but the biggest
drop came among
35-44 year-olds.
Interestingly, the
most engaged tablet
users are both the
youngest and oldest
segments of the
population. 18-24
year-olds make use
of tablet apps for
games, entertainment
and school activities,
while older users rely
on tablets for news
and reading.
0
Total
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
10
Smartphone apps already drive the majority of web usage for 18-44
year-olds and are nearing that level for all but the oldest web users.
Share of Platform Time Spent by Age
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Age 18+, June 2016
Desktop
Smartphone App
Age 65+
Smartphone Web
Tablet App
58%
Age 55-64
20%
35%
Age 45-54
43%
37%
Age 35-44
0%
10%
62%
20%
30%
40%
50%
4%
12%
70%
80%
2%
7%
7%
2%
8%
7%
1%
8%
1%
8%
60%
3%
10%
6%
57%
22%
16%
6%
54%
27%
Age 18-24
2%
45%
31%
Age 25-34
Tablet Web
90%
Younger consumers
spend the largest
share of their time
on smartphone
apps, but nearly
every group outside
of the oldest
segment prefers this
platform. Possibly
due to familiarity
and their larger
screens, desktop
and tablets have a
higher share of
engagement as
users get older.
100%
11
Mobile app continues to outpace mobile web by a 7:1 margin in time

spent, a ratio that has held constant for the past two years.
Share of Time Spent on Mobile: App vs. Web
Source: comScore Mobile Metrix, U.S., Age 18+, June 2016
App
Web
100%
13%
12%
17%
87%
88%
83%
Mobile
Smartphone
Tablet
Share of Mobile Time Spent
80%
60%
40%
20%
0%
Mobile time spent

continues to be
dominated by apps,
and has maintained
the same ratio of
app to mobile web
time the past two
years. Tablets have
a higher percentage
of activity happen
on the browser,
given its more
comparable screen
size to desktop and
a lighter selection of
tablet-optimized
apps.
12
Mobile App vs. Mobile Web Audiences
13
In the past two years, the average Top 1000 digital media propertys
audience is up 36% due to huge gains in mobile audiences.
Avg. Monthly Audience for Top 1000 Properties for Total Digital, Mobile, and Desktop
Source: comScore Media Metrix Multi-Platform, U.S., Total Audience
% Change
vs. June 2014
18
16.7
16
+36%
TOTAL DIGITAL
12
12.3
12.4
+81%
6.4
-4%
MOBILE
Mobile Surpassed
Desktop in June 2014
10
8
7.2
6.5
DESKTOP
Jun-2016
May-2016
Apr-2016
Mar-2016
Feb-2016
Jan-2016
Dec-2015
Nov-2015
Oct-2015
Sep-2015
Aug-2015
Jul-2015
Jun-2015
May-2015
Apr-2015
Mar-2015
Feb-2015
Jan-2015
Dec-2014
Nov-2014
Oct-2014
Sep-2014
Aug-2014
Jul-2014
Jun-2014
May-2014
Apr-2014
Unique Visitors (MM)
14
Over the past year,

average digital
audience size has
grown 36% among
the top 1000
properties. Mobile
audiences have
grown 81% in that
time vs. a 4%
decline on desktop.
Mobile audiences
first passed desktop
in June 2014 and
within two years
have doubled those
on desktop.
14
And mobile audience growth is being driven more by mobile web

properties, which are actually bigger and growing faster than apps.
Average Monthly Audience: Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties
Apps
Mobile Web
+45%
+82%
vs. 2014
vs. 2014
12,000
Unique Visitors (000)
10,000
8,000
6,000
4,000
2,000
Jun-2014
Sep-2014
Dec-2014
Mar-2015
Jun-2015
Sep-2015
Dec-2015
Mar-2016
A comparison of the
Top 1000 Apps vs.
the Top 1000 Mobile
Web Properties
shows that despite
apps dominance in
usage time, mobile
web is responsible
for big audiences on
mobile. Mobile web
audiences are
almost 3x the size
and growing 2x as
fast as app
audiences.
Jun-2016
15
But mobile web audiences also tend to be a mile wide and an inch
deep. As audiences increase, average time on mobile web declines.
Top 1000 Mobile Web Properties: Average Audience and Time Spent Trend
Mobile Web Unique Visitors (000)
Mobile Web Average Minutes per Visitor

% Change
vs. June 2014
14,000
+82%
12.0
10,000
10.0
8,000
8.0
-27%
6,000
6.0
4,000
4.0
2,000
2.0
0.0
Jun-2014 Sep-2014 Dec-2014 Mar-2015
Jun-2015 Sep-2015 Dec-2015 Mar-2016
Average Minutes per Visitor
Unique Visitors (000)
12,000
14.0
Mobile web
audiences continue
to climb, but the new
audiences being
reached are lightly
engaged and bring
down the average
time spent figures.
Much of this new
traffic is drive-by
social referral. While
this traffic can help
establish larger
audience reach for
mobile media
properties, there may
also be limits to the
advertising
opportunity it creates
if users dont return.
Jun-2016
16
Meanwhile, app audiences are growing, with the number of apps

reaching 5+ million users up dramatically from 2014.
Number of Mobile Apps That Reached Unique Visitor Milestones
5-10 MM
140
123
Number of Apps
20 MM +
+4%
+29%
120
100
10-20 MM
28
27
95
133
+36%
+43%
80
21
60
23
45
33
-6%
+24%
40
20
51
63
59
Jun-2015
Jun-2016
0
Jun-2014
The growing
number of mobile
apps reaching large
audiences proves
that apps should not
only be viewed in
terms of
engagement metrics
alone. Big gains
were observed in
the number of apps
with 10-20 MM
users, signaling a
strengthening in the
second tier.
17
But, apps walled garden environment makes reaching audience

scale much harder than the more linkable desktop and mobile web.
Number of Web Properties vs. Mobile Apps That Reached Unique Visitor Milestones
5-10 MM
10-20 MM
20 MM +
Number of Web Properties/Apps
700
+36% 587
600
500
400
300
200
100
138
433
314
-8% 288
71
64
84
93
148
122
81
159
143
Jun-2015
Jun-2016
301
218
0
Desktop
Jun-2015
Jun-2016
Mobile Web
+7% 132
123
27
33
63
28
45
59
Jun-2015
Jun-2016
Despite growing
audiences on apps,
the existing digital
infrastructure makes
it harder to build
large audiences on
apps than on the
web. As evidenced,
the mobile web has
4.5x more web
properties with 5
million unique
visitors than apps
have, while also
growing at a faster
rate.
Mobile App
18
Establishing app audiences is harder, but their real value is in their

loyalty. They spend 20x more time on apps than mobile web visitors.
Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties
Average Monthly Unique Visitors (MM)
11.4
Average Monthly Minutes per Visitor
188.6
3x
20x
mobile
app
mobile
web
4.0
9.3
App
Mobile Web
App
It may be more
challenging to build
a large audience on
apps, but those app
users are a very
loyal bunch. They
spend more than 3
hours per month on
the Top 1000 apps
on average about
20x greater than
what mobile web
visitors spend on
their Top 1000
properties.
Mobile Web
19
App User Habits
20
Have we reached peak app? Nearly half 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 2016
0 Apps
49%
13%
1 App
11%
2 Apps
8%
3 Apps
6%
4 Apps
7%
5-7 Apps
6%
8+ Apps
1+ Apps
51%
Of those who do
download apps
during the course of
a month, the
average number
downloaded per
person is 3.5.
However, the total
number of app
downloads is highly
concentrated at the
top, with 13% of
smartphone owners
accounting for more
than half of all
download activity in
a given month.
Heavy App
Downloaders
* Note: comScore made significant improvements to the statistical weights and audience projections for MobiLens in 2015. Due to these changes,
comparisons of this chart with a similar version that appeared in The 2014 U.S. Mobile App Report should be avoided.
21
18-44 year-old males are the most likely to be heavy app

downloaders who test-drive at least 5 new apps each month.
Demographic Profile of Heavy App Downloaders*
Source: comScore MobiLens, U.S., Age 13+, 3 Month Average Ending June 2016
Under-index**
50
Age 13-17
Seattle (116)
Over-index
100
150
High Indexing** Metro Areas
200
NYC (119)
100
Age 18-24
136
Age 25-34
135
Age 35-44
119
San Francisco
Bay Area (135)
DC (115)
Los Angeles (132)
Atlanta (111)
Dallas (114)
Age 45-54
73
Houston (137)
Age 55-64
Age 65+
57
42
Male
Female
Miami (134)
Hispanics
HH Size 4+
Daily Mobile Gamers
Index
Index
Index
131
132
131
110
90
Those who
download 5+ apps
per month are more
likely to exhibit
certain demographic
characteristics, such
as being 18-44
years old, male, and
Hispanic. They are
also much more
likely to be into
mobile gaming and
come from certain
urban centers, such
as Houston, San
Francisco, Miami
and Los Angeles.
Index High as Heavy App Downloaders

* Heaviest app downloaders defined as those who download 5+ apps in the course of a month.
** Index = (% of Segment Engaging in the Behavior / % of Total Smartphone Population Engaging in the Behavior) x 100.
Index of 100 indicates average representation within a particular demographic segment.
22
The heaviest downloaders organize apps into folders, as most

people limit their number of screens with apps on them to 4 or less.
Number of Screens Featuring Apps on Users
Smartphones
% of Smartphone Users Who

Use App Folders
Source: comScore Custom Survey, U.S., Age 18+, August 2016
1 Screen
2 Screens
3 Screens
4 Screens
Age 18-34
19%
27%
25%
Age 35-54
19%
26%
27%
Age 55+
16%
26%
27%
Source: comScore Custom Survey, U.S.,

Age 18+, August 2016
5+ Screens
21%
16%
14%
61%
8%
41%
13%
16%
25%
Given that 18-34

year-old Millennials
tend to download
the most apps and
dont want more
than 4 screens with
apps, there is a
stronger need to
organize their apps
into folders than
older users. The
percent of Millennial
smartphone users
who use folders
actually increased 8
percentage points
from last year.
23
7 in 10 smartphone users keep their most used app on the home

screen, but there is a growing number who keep it in a folder.
Q: Where is the mobile app you use most often located?
In Folder
+3 pts
2%
vs. Aug. 2015
5%
Home Screen - Individual App

Secondary Screen - Individual App
8%
Menu of All Mobile Apps
7%
Home Screen - In Folder

Secondary Screen - In Folder
9%
Other
70%
7 out of 10
smartphone users
prefer to keep their
most frequently
used app in the
location with the
least amount of
friction on their
phone one click
away on their home
screen. Nearly 1 in
10 keep their most
used app in a folder,
which is up from 7%
last year.
24
Smartphone home screen real estate is scarce, and frequency of

usage determines which apps get promoted to this screen.
Percent of Users that Intentionally Move Apps
to Home Screen
Top Factors Influencing Decision to Move Apps

to Home Screen
59%
How often I use the app
56%
Easier access
75%
Purposely Moved Apps
to Home Screen
I often need to access the app

quickly
My interest in that app or kind of

app
I like how the logo looks on my

home screen
40%
27%
12%
3 out of 4
smartphone users
made the effort to
customize which
apps appear on
their home screen.
The desire to
access certain apps
easily and rapidly
are the key drivers
in determining
which apps get
placed on the home
screen.
25
Advertising and marketing is becoming a more important driver of

app installs, while the app stores influence may have peaked.
Most Common App Discovery Channels Among Smartphone Users
Source: comScore MobiLens, U.S., Age 13+, 3 Month Average Ending June 2016 vs. June 2015
App Store
Word-of-Mouth/Opinion
Advertising/Marketing
25%
21%
21%
% of Smartphone Users
20%
16%
14%
15%
16%
14%
11%
11%
9%
10%
8%
9%
9%
9%
8%
8%
6%
5%
0%
Searched app
store
Featured/ Top
List in app store
via friend/ family
via comment/
via news/ print
review/ social site review/ TV show
Jun-2015
via a website
via Ad on device
browser/ app
via Ad on TV/
print/ billboard
App acquisition
appears to be moving
from pull to push.
App stores remain
the most important
method, but they are
no longer growing in
importance.
Meanwhile, more
users are now
discovering apps
from websites, digital
ads and traditional
media ads,
highlighting the
increasing
importance of
traditional push
marketing for user
acquisition.
Jun-2016
26
Are smartphone users getting push notification fatigue? In the past

year, a much higher percentage are rejecting notifications.
Q: How often do you agree to an apps request to allow push notifications?*
Never
2015
9%
Rarely
Sometimes
22%
36%
+7 pts
2016
13%
25%
Often
Always
22%
11%
-6 pts
35%
19%
8%
* This question was only directed to those smartphone users who indicated that they received a request for push
notifications.
Push notifications
are a crucial method
for apps to keep its
users actively
engaged and from
abandoning it over
time. But as people
download more
apps, notifications
will be prioritized for
only the most
important ones.
38% of users now
claim they never or
rarely agree to
accept them, up
from 31% last year.
27
Baby Boomers are 6x as likely as Millennials to only operate their

smartphone with two hands.
% of Smartphone Users by Age Segment Who Only Operate Phone with Two Hands
6x vs.
Millennials
% of Smartphone Users
40%
35%
30%
20%
18%
16%
10%
Higher levels of
comfort and
familiarity with the
device and a
greater tendency to
multi-task drive
Millennials singlehanded phone
usage, while their
parents generation
rely on both hands
to navigate their
phones.
6%
0%
Total Age 18+
Age 18-34
Age 35-54
Age 55+
28
Of one-handed smartphone users, Millennials are more likely to

position apps on their phones based on thumb reach.
% of One-Handed Smartphone Users who Consider Thumb Reach
when Positioning Apps on Phone Screen*
Age 18-34
61%
Age 35-54
Age 55+
59%
46%
A significant portion
of one-handed
smartphone users
of all ages consider
thumb reach when
positioning apps on
their phone. While
overall it appears
that thumb reach is
an important
consideration
across all age
groups, younger
users tend to be
more conscious of
this variable.
* 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 smartphone?
29
Mobile users spend a really high percentage of their time on their #1

most used app, and about 9 out of 10 minutes within their Top 5.
Share of Individual Users Time Spent on Apps by Rank
Source: comScore Custom Analytics, U.S., Age 18+, June 2016
Smartphone
Tablet
70%
Avg. # of Different Apps Used per Month
61%
Share of Time Spent on Apps
60%
50%
27
45%
14
40%
30%
Smartphone
Tablet
18%18%
20%
10%
10%
8%
7%
5%
5%
4% 3%
3% 2%
2% 1%
2% 1%
1% 1%
1% 0%
10
1%
0%
1
11+
Smartphone users
spend an
astonishing 45% of
their app time on
their #1 most used
app, and nearly
three quarters of
that time within their
Top 3. Tablet users
have even more
concentrated
activity, with 61%
dedicated to their #1
app and 87% within
their Top 3.
Individuals Top Ranked App by Usage
30
Top & Fast-Growing Apps
31
The Top 25 mobile apps are still dominated by the largest internet
companies, with Facebook and Google owning the top of the list.
Top 25 Mobile Apps by Unique Visitors (000) with Y/Y Growth
Y/Y %
Change
Social
Entertainment
Utilities
Retail
Facebook
Facebook Messenger
YouTube
Google Maps
Google Search
Google Play
Gmail
Pandora Radio
Instagram
Amazon Mobile
Apple Music*
Apple Maps
Snapchat
Pinterest
Google Drive
Yahoo Stocks
Twitter
The Weather Channel
Weather Channel Widget
Netflix
Spotify
Groupon
Walmart
eBay
Yahoo Mail
149,562
129,676
116,403
95,311
89,924
86,713
78,734
76,500
75,385
30,213
11%
12%
16%
3%
20%
55%
66,734
35%
22%
52%
26%
46,916
33,337
25%
51,428
47,770
37,821
18%
51,955
50,090
40,362
36%
67,489
60,351
39,511
19%
68%
3%
14%
13%
23%
16%
35%
40%
27,804
26%
27,547
10%
23,723
The Top 7 and 8 of

the Top 9 apps are
owned by Facebook
or Google. The Top
25 apps can all be
broadly classified as
either Utilities (9),
Social (6),
Entertainment (6), or
Retail (4),
highlighting some of
the most critical
needs that apps fulfill.
Despite some
movement within the
Top 25, the only new
entrant to the list this
year was Groupon.
10%
* Apple Music, as it appears in comScores monthly reporting, is referring to Apples native music app, which captures all music activity within that app, including listening via the
streaming service, radio service and users personally downloaded music libraries..
32
Facebooks flagship mobile app ranks #1 on a number of

dimensions and boasts some impressive usage stats.
Facebook Mobile App Highlights
Average person
spends
13 hours on
app in month
Sources: comScore Mobile Metrix, U.S., Age 18+, June 2016

Custom Analytics, U.S., Age 18+, June 2016
Custom Survey, U.S., Age 18+, August 2016
Accounts for
76% of Mobile
App Time Spent
in Social
Networking
Category
Appears on
Home Screens
Ranks in Top 5
most used apps
for 46% of
Smartphone
Users
for 5 in 6
smartphone
users
150 MM
88%
unique visitors,
highest among all
mobile apps
penetration of
Millennial app
population
The numbers
demonstrate
Facebooks immense
influence in the app
ecosystem and, more
broadly, in mobile.
Facebooks flagship
app leads all other
apps in total
engagement, home
screen incidence
and, of course,
audience reach
both among the total
app population and
Millennials.
33
Millennials concentrate more of their mobile app time within the Top
10 ranked apps in their cohort than older age groups do.
Top 10 Apps by Age Segment: Share of Total App Time Spent
Age
55+
35-54
18-34
3
4
5
Top 10 apps
share of all
app time
7
8
9
50%
39%
34%
10
All Others
Half of Millennials
total engagement
on mobile apps
occurs on the
groups Top 10
highest usage apps.
This concentration
of activity within the
Top 10 apps
decreases with age,
highlighting the
greater consensus
among younger
users on their
favorite apps to
spend time with.
* App ranks are based on the Top 10 apps by time spent among the aggregate age segment, not the Top 10 apps among individual users within the age segment
34
The top Millennial-skewing apps feature social or entertainment

content and feature many of the hottest names in apps today.
Top 20 Apps* with Highest Concentration of Millennials (Age 18-34)
Yik Yak
99%
PlayStation Official App
81%
Venmo
81%
Twitch
80%
Vine
78%
MeetMe
77%
GroupMe
76%
Tinder
75%
SoundCloud
74%
Wattpad
72%
Xbox One SmartGlass
70%
Snapchat
70%
YouTube Music
69%
Clash Royale
69%
Layout From Instagram
68%
Color Switch
67%
Timehop
67%
Mint.com Personal Finance
66%
Kik Messenger
66%
Airbnb
66%
* Based on apps with >1.5 MM users in that age group
Social apps like Yik

Yak, Vine, Snapchat
and Timehop skew
heavily toward
Millennials, as do
entertainment apps
like Playstation,
Twitch, Xbox One
Smartglass,
SoundCloud and
YouTube Music.
Other hot names in
the market today
include Venmo,
Tinder and Airbnb.
35
Snapchat is growing across age groups, and while it boasts high

reach among Millennials, its also breaking into the mainstream.
Snapchat Smartphone App Penetration by Age
80%
Age 18-24
70%
70%
60%
% Reach
50%
Age 25-34
40%
41%
30%
29%
Age 35+
20%
14%
10%
6%
3%
0%
Jun-2013
Jun-2014
Jun-2015
Jun-2016
Snapchats core
audience of 18-to-24
year-olds is nearing
full saturation, but
going forward, much
of the growth should
come from older 2534 year-old
Millennials, where
theres still a huge
opportunity. Perhaps
most interestingly, the
35+ segment is now
approaching a critical
mass of users as it
nears 15%
penetration.
36
Snapchat ranks as a Top 3 smartphone app by usage time among

25% of its user base, and ranks in the Top 10 by 70%.
Snapchats Rank in App Usage Among its Smartphone App Users
Source: comScore Custom Analytics, U.S., Age 18+, June 2016
Top 3
Top 5
Top 10
100%
86%
% of Snapchat App Users
90%
80%
70%
70%
69%
61%
60%
49%
50%
43%
30%
39%
37%
40%
25%
22%
21%
20%
13%
10%
0%
Total
Age 18-24
Age 25-34
Age 35+
Snapchat has
become a primary
obsession among
many of its users,
ranking as of the
three most used apps
for of its users and
even higher among
18-24 year-olds.
Cracking into this
rarified air is an
impressive feat
considering wellentrenched positions
of high engagement
apps like Facebook,
Pandora, YouTube
and Instagram.
37
Theres a strong correlation between home screen position and how

often an app gets used, with Facebook leading on both accounts.
Selected Smartphone Apps: Visitor Penetration vs. % Home Screen Incidence
% Reach of Smartphone App Users
Source: comScore Custom Survey, U.S., Age 18+, August 2016; comScore Mobile Metrix, U.S., Age 18+, June 2016
100%
90%
Facebook
80%
FB Messenger
YouTube
FB Messenger
Google Maps
70%
60%
(Aug. 2015)
50%
Pandora
40%
Snapchat
30%
Spotify
20%
10%
Shazam
Google Search
Instagram
Google Maps
(Aug. 2015)
Apple Maps
Amazon
Twitter
Yelp
ESPN
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Apps with easy

access and visibility
on the home screen
unsurprisingly
attract more visitors
than apps that
rarely obtain home
screen real estate.
Facebook
Messenger and
Google Maps each
saw annual gains in
their placement on
home screens,
which coincided
with strong growth
in audience reach.
% of Home Screens on Which App Appears

38
Many of the fastest growing apps are services that improve existing
real-world behaviors, such as hailing cabs, exercising and dating.
Fast Rising Apps Unique Visitor Trend
% Change
vs. June 2014
20
+195%
18
16
Unique Visitors (MM)
+1,524%
14
+828%
12
10
+220%
8
+2,371%*
+492%
4
2
0
Jun-2014
Sep-2014 Dec-2014 Mar-2015
Jun-2015
Sep-2015 Dec-2015 Mar-2016
Jun-2016
* Bitmojis percent change figure represents its app audience growth from February 2015 to June 2016.
Waze helps you

navigate through
traffic more efficiently,
Uber and Lyft
improve the process
of hailing a cab,
Tinder makes dating
easier and Fitbit lets
you to track your
personal fitness
metrics. Bitmoji, on
the other hand,
capitalizes on a
newer digital
behavior, enabling
users to create
personal cartoon
avatars of
themselves for more
expressive
communication.
39
Pokmon GO a location-based augmented reality game is the

latest mobile app phenomenon, exploding onto the scene in July.
Pokmon GO: Daily Unique Visitor Trend
Source: comScore Custom Analytics, U.S., Age 18+, July 2016
Pokmon GO
launched on July
6th, and in just a
matter of days it
was consistently
capturing more than
20 million daily
users. Throughout
the rest of the
month, Pokmon
GO never dipped
below that mark,
and it peaked with
28.5 million daily
users on July 13th.
28.5 MM
35
Daily Unique Visitors (Millions)
30
25
20
60% of
15
Pokmon Gos
users are
10
Age 18-34
5
0
7/1
7/7
7/11
7/15
7/19
7/23
7/27
7/31
40
Content Categories
41
Social and entertainment content dominate mobile app engagement,

representing the Top 5 categories and 60% of time spent on apps.
Share of Mobile App Time Spent by Content Category
Social Networking
Music*
20%
Games
26%
Multimedia
Instant Messengers
Retail
2%
2%
3%
3%
4%
Indicates
entertainment and
communication
categories.
16%
Photos
Search/Navigation
Portals
12%
5%
7%
News/Information
Social Networking,
Music and Games
contribute nearly
half of total time
spent on mobile
apps. The strength
of the top categories
highlights that
mobile devices are
more heavily used
for entertainment
and communication
than their desktop
counterparts.
Other
* As of January 2016, the Pandora Radio media property reclassified itself from the Radio category to the Music category. This had a significant and inorganic impact on both
categories time spent figures.
42
Certain content categories usage is now driven almost exclusively

by apps, with Music and Instant Messengers leading the way.
Mobile App Share of Total Digital Time Spent for Selected Content Categories
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2016
Point Change
vs. June 2015
Music
96%
Instant Messengers
94%
Maps
93%
Photos
92%
Online Gaming
88%
Weather
80%
Personals
75%
Social Networking
+16
69%
Retail
54%
News/Information
35%
Sports
32%
Portals
Politics
+4
20%
+10
Mobile Apps
dominate total time
spent for social and
communication
categories, as well
as certain on-the-go
utilities like Music,
Maps and Weather.
The growth of apps
like Tinder in
Personals and
Amazon in Retail
contributed to the
double-digit gains in
mobile app share
for their respective
categories.
1%
43
Mobile usage lives and dies by the success of apps. Categories with
strong app usage are more likely to shift from desktop to mobile.
Selected Content Category Share of Time Spent on Mobile & Apps
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2016
100%
Photos
Mobile as a % of Digital Time
90%
Maps
IM
Weather
Games
80%
Social Networking
70%
Beauty/Fashion Food
60%
Search
Humor
Entertainment News
50%
Newspapers
40%
Tech News
Sports
Food
(Aug. 2015)
30%
Beauty/Fashion
Politics
Portals
(Aug. 2015)
20%
10%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
It remains true that

without strong apps,
categories are not
navigating the
overall transition to
mobile as
effectively. Lifestyle
categories such as
Food and
Beauty/Fashion saw
some notable
engagement shifts
to mobile, driven by
an increase in their
share of app usage.
App as a % of Mobile Time

44
App usage by category tends to follow a power law distribution,

featuring one strong leader, a few secondary players, and a long tail.
Concentration of Time Spent in Top Apps by Category
Share of App Time Spent
80%
76%
Social Networking
Multimedia
68%
70%
60%
50%
40%
30%
21%
20%
8%
10%
4%
4%
2%
1%
1%
1%
1%
0%
10
4%
1%
1%
1%
1%
0%
0%
0%
10
1%
1%
0%
10
0%
Share of App Time Spent
1
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Retail
Newspapers
45%
34%
26%
13%
8%
7%
7%
8%
3%
2%
2%
4
5
6
7
Top Properties in Category
2%
2%
2%
10
3%
1
1%
1%
5
6
7
8
Top Properties in Category
* Note that Instagram resides in the Photos category, but would otherwise be slightly larger than Snapchat.
Many mobile app

categories follow a
power law
distribution, with a
few entities
dominating usage
time, followed by a
long tail. Most users
only make room for
a few apps in each
category on their
phones, making it
difficult for less
established brands
to break through.
45
Summary & Key Findings
46
Key Takeaways
1
More time is being spent on smartphone apps, but most of that time is concentrated
in the highest engagement apps owned by a few of the largest internet companies.
The smartphone app now accounts for half of digital media time spent and is still growing
strongly, but not at the rate it once was. And large internet companies command the
majority of app time, so it can be a challenging market for lesser-known brands.
While we havent yet reached Peak App the market is definitely tightening, and app
publishers need to rethink how to break through to the consumers screen.
People arent downloading as many apps anymore, they increasingly put those apps into
folders, and they are less likely to allow push notifications, making it harder than ever for
apps to be seen. Breaking through means having the rare novel app idea or relying on
traditional marketing and advertising for distribution.
Digital publishers must have a well-developed platform strategy for converting their
large mobile web audiences into highly engaged, loyal app users.
Mobile web is the primary vehicle for expanding audience reach, but apps are where heavy
engagement happens. Publishers must get better at onboarding mobile web visitors to the
app, and get their apps promoted to the home screen if they want to maximize usage.
47
For more information about subscribing to Mobile Metrix

and Media Metrix Multi-Platform, please contact us at
www.comscore.com/learnmore
www.comscore.com
@comScore
www.linkedin.com/company/comscore
www.facebook.com/comscoreinc
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, VP Marketing & Insights, alipsman@comscore.com
Custom Data Analytics by
J.P. McElyea
For
infoabout
aboutthe
the
proprietary
technology
in comScore
products,
refer to http://comscore.com/About_comScore/Patents
For info
proprietary
technology
usedused
in comScore
products,
refer to http://comscore.com/About_comScore/Patents

2016 US Mobile App Report

Enviado por

Dados do documento

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

2016 US Mobile App Report

Enviado por

Direitos autorais:

Formatos disponíveis

comScore, Inc. Proprietary.

About this report

comScore, Inc. Proprietary.

Mobile App vs. Mobile Web Audiences

App User Habits

Top & Fast-Growing Apps

Summary & Key Findings

comScore, Inc. Proprietary.

comScore, Inc. Proprietary.

Total Minutes (MM)

Over the past three

comScore, Inc. Proprietary.

Mobile now represents almost 2 out of 3 digital media minutes, and

Share of Digital Time Spent on MOBILE

% Share of Digital Media Time Spent

Share of Digital Time Spent on MOBILE APP

Share of Digital Time Spent on SMARTPHONE APP

Share of Digital Time Spent on DESKTOP

Smartphone apps have driven the overwhelming majority of growth

comScore, Inc. Proprietary.

Smartphone app share of MOBILE APP

Smartphone App Share of Time Spent

Smartphone app share of MOBILE

Smartphone app share of TOTAL DIGITAL

Smartphone app usage time is increasing among every age group in

Average Monthly Hours per Visitor

Unlike smartphones, tablets are seeing across-the-board declines in

Average Monthly Hours per Visitor

Tablet app usage was

comScore, Inc. Proprietary.

Mobile app continues to outpace mobile web by a 7:1 margin in time

Share of Mobile Time Spent

Mobile time spent

comScore, Inc. Proprietary.

Mobile App vs. Mobile Web Audiences

comScore, Inc. Proprietary.

Unique Visitors (MM)

Over the past year,

comScore, Inc. Proprietary.

And mobile audience growth is being driven more by mobile web

Unique Visitors (000)

comScore, Inc. Proprietary.

Mobile Web Unique Visitors (000)

Mobile Web Average Minutes per Visitor

Jun-2015 Sep-2015 Dec-2015 Mar-2016

Average Minutes per Visitor

Unique Visitors (000)

comScore, Inc. Proprietary.

Meanwhile, app audiences are growing, with the number of apps

comScore, Inc. Proprietary.

But, apps walled garden environment makes reaching audience

Number of Web Properties/Apps

Establishing app audiences is harder, but their real value is in their

Average Monthly Unique Visitors (MM)

Average Monthly Minutes per Visitor

App User Habits

comScore, Inc. Proprietary.

Have we reached peak app? Nearly half of smartphone users dont

comScore, Inc. Proprietary.

18-44 year-old males are the most likely to be heavy app

High Indexing** Metro Areas

Los Angeles (132)

Daily Mobile Gamers

Index High as Heavy App Downloaders