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BizReport : Mobile Marketing : August 24, 2016

Study: Time spent with top 100 apps up 10%

The time consumers are spending in apps, specifically those in the Top 100 apps, continues to increase. That's the word from new OperaMediaworks data which indicates that the average mobile user is now spending more than 33 minutes per day with those apps.

by Kristina Knight

That is an increase of more than 3 minutes vs. Q1 2016. The average session length has also increased, to just over 9 minutes. That is a 10% increase. As to which app categories are garnered the most attention,OperaMediaworks data suggests that News/Information apps are the top for impressions which Education and Travel lead for ad engagement levels, and Games lead for conversions.

"Targeting, tracking and optimizing is how you win in the world of performance, and that's why having a mobile-ad SDK is so important - so that you can feed your algorithm with accurate data signals and feedback from campaigns," said Kevin Teng, Senior Director, Performance Advertising, Opera Mediaworks. "But the people who work with that data are also important. As demand for top-tier performance advertising grows, I believe we're going to see even more User Acquisition and Performance teams with incredible talent in analyzing KPIs and navigating complicated reporting and attribution structures."

Other interesting findings from the OperaMediaowrks Q2 Mobile First Insights report include:

• 24% of ad dollars in apps are spend by brands in Tech/Gadgets
• 23% of ad dollars were spend by Food Delivery/Quick Serve Restaurants
• Travel brands doubled their ad spend from Q1 to Q2

"Thanks to powerful attribution and return-on-ad-spend metrics now available, brands are not just comfortable, but eager, to spend at scale on mobile," says Will Kassoy, CEO of Opera Mediaworks. "We are seeing a trend of brands focusing more on attribution metrics using partners like us to complement their traditional media to drive incremental reach, engagement and actions on their mobile device."

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

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