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BizReport : Mobile Marketing : September 30, 2011

Flurry identifies mobile app prime time

Mobile analytics firm Flurry reveals that as well as prime times for television and radio audiences, apps have their own prime time, too.

by Helen Leggatt

flurry logo.jpgBetween the hours of 6am and 6pm mobile app usage is shown to be higher than television and Internet access, found Flurry, as users are on the move.

Prime time app use occurs at 9pm but, come the evening, the number of television viewers ramps up and eclipses mobile app usage between 7pm and 11pm. This is the only part of the day where television viewing takes over from apps and Internet.

Between the hours of 7am and 11pm more than 20 million US subscribers access mobile apps every single hour. Flurry puts that figure into perspective. "That's already the equivalent of 17 American Idol finales each day, or more than 6,200 American Idol finales per year," writes CEO Peter Farago on the company blog.

Earlier this month Flurry released data that showed the app market is growing so aggressively the firm expects mobile app inventory to easily be able to accommodate the demand of a now mature Internet market in as little as six months.

There are four key reasons behind this rapid growth, says Flurry.

1. Smartphone adoption - over 350million devices in use and over 1 million more being activated each day.

2. Publisher growth - over 600,000 apps available and growing (Android + iOS).

3. Time spent with apps is rising.

4. More publishers integrating ads in apps thanks to better targeting and larger audiences and more screen real estate.

Tags: consumer insight, Flurry, mobile analytics, mobile apps

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