The U.S.

Mobile App
Report

PAGE 1
Introduction

It wasnt too long ago when the desktop computer was

the dominant online platform and the central hub for all the
consumers digital activities. But with the proliferation of
smartphones, soon followed by the tremendous success of the
tablet, mobiles rise has been swift and unrelenting. Last year
saw the U.S. become a multi-platform majority, a significant
milestone in which the majority of digital consumers used both
desktop and mobile devices every month. Around the same time,
mobile first surpassed desktop in terms of total digital media
engagement. And finally, just this year another key milestone was
reached the app majority where now the majority of all
digital media time spent occurs on mobile apps.

PAGE 2
While the meteoric growth of apps transpired quickly, this
shouldnt come as too much of a surprise. After all, apps are
the fuel that is driving mobiles growth and where most of the
devices utility comes from. They allow you to perform tasks such
as hailing a cab, checking the weather, posting a Facebook
status, streaming music, watching videos, and so much more.
Without apps, smartphones and tablets are merely shells like
a beautifully designed car equipped with every feature you could
want, but without any gas in the engine.

But despite the fact that engagement is now higher on apps

than on desktop and mobile browser, they have not attracted
the advertising dollars its audience warrants. Like any emerging
advertising medium, it takes time for the ad buying and selling
infrastructure to develop. The good news is that, throughout the
history of media, dollars eventually follow eyeballs, which means
that the future of the mobile app economy is very bright.

PAGE 3
 1 The Mobile Landscape
Total U.S. digital media time spent has jumped 24 percent in the past year,
driven by a surge in mobile app usage, which increased 52 percent. While
mobile usage has been growing fast, it has not come at the expense of desktop
computer usage, which still managed to grow by 1 percent.

The strong growth in mobile app usage has propelled it to take over the majority
of digital media time spent at 52 percent. Total mobile activity including mobile
browser usage recently eclipsed 60 percent, as desktop now accounts for the
remaining 40 percent.

Apps drive the vast majority of media consumption activity on mobile devices,
accounting for approximately 7 out of every 8 minutes. Smartphones have a
slightly higher percentage of app activity as compared to browser at 88 percent
vs. 82 percent on tablets.

Digital Time Spent Growth Driven by Apps

Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., June 2013 - June 2014

1,400
+24%
1,200
+17%
1,000 +52%
Minutes (Billions)

800 Mobile Web

Mobile App
600
+1% Desktop
400

200

0
Jun 2013 Jun 2014

PAGE 4
 The U.S. Mobile App Report

Share of U.S. Digital Media Time Spent by Platform

Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., March 2013 - June 2014
65%
60% 60%

55% 53%
52%
50% 47% Desktop
45% Mobile
40% 40% Mobile App
40%
35%
30%
Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014

Mobile App vs. Browser Splits

Source: comScore Mobile Metrix, U.S., Age 18+, June 2014

12% 18%

Browser
88% 82% App

Smartphone Tablet

PAGE 5
 2 App User Habits
More than one-third of all U.S. smartphone owners download at least one
app per month. The average smartphone user within this segment downloads
three apps per month, meaning that the average among the entire smartphone
population comes out to slightly more than one. Moreover, the total number of
app downloads is highly concentrated within a small segment of the smartphone
population, with the top 7 percent of owners accounting for nearly half of all
download activity in a given month.

Americans have a difficult time living without their mobile devices, as evidenced
by the vast majority of consumers using apps on their smartphones and tablets
nearly every day. More than half (57 percent) of smartphone users accessed
apps every single day of the month, while 26 percent of tablet users did so. A
full 79 percent of smartphone users accessed apps at least 26 days per month,
while 52 percent of tablet users did so.

A staggering 42 percent of all app time spent on smartphones occurs on the

individuals single most used app. Nearly three out of every four minutes of app
usage occurs on one of the individuals top 4 apps.

Smartphone Users Number of App Downloads Per Month

Source: comScore MobiLens, U.S., Age 18+, 3 Month Average Ending June 2014

8.4% 0 Apps
Any Apps
8.9% 1 App
2 Apps
65.5% 34.5% 3 Apps
6.2%
4 Apps
3.7% 5-7 Apps
4.8% 8+ Apps
2.4%

PAGE 6
 The U.S. Mobile App Report

Number of App Usage Days Per Month

Source: comScore Custom Analytics, U.S., Age 18+, June 2014

100%
26%
80%
57%
27% 30 Days
60%
26-29 Days
21-25 Days
40% 119% 16-20 Days
23% 1-15 Days
20% 13%
111%
5% 16%
0% 5%
Smartphone Tablet

Share of Time Spent on Apps Across Ranks

Source: comScore Custom Analytics, U.S., Age 18+, June 2014

45% 42%
40%
35%
30%
25%
20% 17%
15% 12%
10%
10% 6%
4% 3%
5% 2% 2% 1% 1%
0%
1 2 3 4 5 6 7 8 9 10 11+
Individuals Top Ranked App by Usage

PAGE 7
 3 App Usage by Platform
The median iPhone app user earns $85,000 per year, which is 40 percent more
than the median Android phone user with an annual income of $61,000. On
average, iPhone users engage with their smartphone apps for nine more hours in
a given month than Android users.

Android ranks as the top smartphone operating system with 83.8 million
U.S. smartphone subscribers, approximately 16.4 million more than Apples
iOS platform. Due to Androids fragmented ecosystem of original equipment
manufacturers (OEMs) running its software, Apple remains the largest
smartphone OEM with 67.4 million owners and 100 percent of the iOS market.

iOS users skew younger than their Android counterparts across the smartphone
and tablet segments. 43 percent of iPhone users are between the ages of 18-34
as compared to 39 percent of Android phone users. In addition, 57 percent of
iPad users are under age 45 as compared to 53 percent of Android tablet users.

Top Line Platform Stats for App Usage

Source: comScore Mobile Metrix, U.S., Age 18+, June 2014

iPhone Android Phone

62.6 Total App Users (MM) 76.1

40 Median Age 40
$85,000 Median Income $61,000
64 Average Hours per App User 55

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 The U.S. Mobile App Report

Market Share of OEMs by Smartphone Platform

Source: comScore MobiLens, U.S., Age 18+, 3 Month Average Ending June 2014

100,000
83.8 MM
80,000 67.4 MM 14%
8% Other
60,000 12% HTC
12% Motorola
40,000 LG
100% Samsung
54%
20,000 Apple

0
Apple Android

Mobile Platform App Audience Breakouts by Age

Source: comScore Mobile Metrix, U.S., Age 18+, June 2014

100%
21% 20% 26% 28%
80%
16% 19%
17% 19% Persons: 55+
60%
20% 16% 14% Persons: 45-54
22% 12%
19% Persons: 35-44
40% 20%
Persons: 25-34
23% Persons: 18-24
23% 24%
20% 22%
20% 16% 14% 12%
0%
iPhone Android Phone iPad Android Tablet

PAGE 9
 4 App Category Usage
A majority of mobile app engagement comes from only a select few categories,
with Social Networking, Games and Radio contributing nearly half of the total time
spent on mobile apps. The strength of these categories highlights that mobile
devices are more heavily used for entertainment and communication than their
desktop counterparts.

iPhone users spend a greater share of their app time consuming media, with
General News, Radio, Photos, Social Networking and Weather ranking as the
highest indexing categories on Apples iOS smartphone platform. In contrast,
Android phone users spend a greater share of their time in the Search and Email
categories due to the strong native presence of Google Search and Gmail on
the platform.

Consumers use different devices depending on the digital task they are trying to
accomplish, the type of media content they seek to engage with, and their physical
location at the time of consumption. Some categories such as Radio, Maps and
Instant Messengers achieve much higher reach on mobile, while others such as
Search and News reach a greater percentage of the audience on desktop.

Share of Mobile App Time Spent

Source: comScore Mobile Metrix, U.S., Age 18+, June 2014

25% Social Networking

34%
Games
Radio
Multimedia
Retail
Instant Messengers
16% Photos
4% All Others
4%
5% 5% 8%

PAGE 10
 The U.S. Mobile App Report

Top Indexing App Categories by Smartphone Platform

Source: comScore Mobile Metrix, U.S., Age 18+, June 2014

Android iOS
General News 155
Radio 149
Photos 141
Social Networking 123
Weather 117
Retail 120
TV 141
Games 144
e-mail 168
Search/Navigation 185

Percent Audience Reach on Desktop and Mobile App by Category

Source: comScore Media Metrix & Mobile Metrix, U.S., June 2014

100 Mobile Skew

90 Multimedia
Social Networking
Percent Reach on Mobile App

80
70 Radio Games Retail
60 Maps
50 Weather General News
40 Photos Email Search/Navigation
30 Sports
Instant Messengers
20 Banking Health
Desktop Skew
10
0
0 10 20 30 40 50 60 70 80 90 100
Percent Reach on Desktop

PAGE 11
 5 Top Apps
The ranking of top apps is dominated by app constellations of some of the
largest digital media brands; specifically, Facebook, Google, Apple, Yahoo,
Amazon and eBay. These six brands account for 9 of the top 10 most used apps,
16 of the top 25, and 24 of the top 50.

Facebook is the #1 app in both audience size and share of time spent among
each of the different demographic segments broken out, highlighting the breadth
and depth of its popularity and importance to the mobile media landscape.

Across all age segments, the most time is spent on leisure-oriented apps in
the Social Networking, Entertainment and Messaging categories. The younger
the age segment the higher the concentration of this activity, while older age
segments also allocate their time to more functional apps, such as Mail and
Maps, in addition to Games.

PAGE 12
 The U.S. Mobile App Report

Top 25 Mobile Apps by Unique Visitors (000)

Source: comScore Mobile Metrix, U.S., Age 18+, June 2014

Facebook 115,370
YouTube 83,392
Google Play 72,245
Google Search 70,163
Pandora Radio 69,000
Google Maps 64,485
Gmail 60,320
Instagram 46,637
Apple Maps 42,070
Yahoo Stocks 42,069
iTunes Radio/iCloud 40,544
Facebook Messenger 39,210
Yahoo Weather Widget 36,071
Twitter 34,702
The Weather Channel 29,993
Google+ 28,821
Netflix 27,615
Snapchat 26,469
Amazon Mobile 26,454
Pinterest 24,586
eBay 22,194
Skype 18,849
Shazam 18,372
Yahoo Mail 17,599
Kik Messenger 17,225

PAGE 13
 Share of Mobile App Time Spent
Source: comScore Mobile Metrix, U.S., June 2014

Age 18-24

Facebook 14.8%

Pandora Radio 9.1%

Instagram 6.6%

YouTube 5.2%
3.4%
Snapchat
2.9%
Twitter
2.5%
Kik Messenger
2.4%
Facebook Messenger
2.3%
Netflix

Ifunny :) 1.9%

Age 25-34

Facebook 18.5%
Pandora Radio 7.5%
YouTube 3.6%
Instagram 2.7%
Netflix 2.6%
Facebook Messenger 2.5%
Skype 1.6%
Gmail 1.3%
Pinterest 1.2%
Google Maps 1.2%

PAGE 14
 The U.S. Mobile App Report

Age 35-54

Facebook 18.4%
Pandora Radio 4.1%
Facebook Messenger 3.6%
YouTube 2.5%
Netflix 1.5%
Viggle 1.4%
Instagram 1.2%
Gmail 1.2%
Candy Crush Saga 1.2%
Pinterest 1.1%

Age 55+

Facebook 16.3%
Facebook Messenger 4.0%
Pandora Radio 2.5%
YouTube 1.6%
Yahoo Mail 1.5%
Skype 1.3%
Words With Friends (Free) 1.1%
Solitaire by Mobilityware 1.1%
Google Maps 1.0%
Pinterest 0.9%

PAGE 15
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PAGE 16
 The U.S. Mobile App Report

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