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BizReport : Mobile Marketing : May 18, 2016


Reports: App usage on the up

Two new reports are breaking down how consumers are engaging with apps over time.

by Kristina Knight

First, Opera Mediaworks has released Q1 findings which indicate apps are popular, indeed. While games apps are the most engaging, their data shows that the total app audience is now similar to the size of television audiences - making apps a smart place for brands to put ad dollars. Some interesting findings from Opera's data:

• 1 new app is downloaded every 14 minutes (globally)
• Mobile app CTRs are double that of the mobile web
• Games, News/Information and Social Network apps serve the most impressions

"With CTRs on mobile apps being twice that of mobile web, and generating 13 times more revenue, we knew we were living in a mobile-app world," observes Opera Mediaworks CEO Will Kassoy. "But what became clear to us after looking at early-2016 data is which mobile apps are driving the trend. The publishers that are providing high-quality news, media and entertainment for their users, or those that are presenting information in the best way possible - those are 'today's premium,' the environments where advertisers will find the most value, anywhere."

Meanwhile mobile data hub adjust has released Android-specific metrics for Q1 2016, and their findings suggest that consumers are using apps more consistently and for longer periods of time. For instance, their data shows that the time spent on business apps increased 100% (Q1 2015 vs. Q1 2016). Business apps also have the third highest retention rate for Android devices; Publications apps and Utilities apps ranked first and second.






Tags: Adjust, app trends, appvertising, mobile app trends, mobile marketing, Opera Mediaworks








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