- Smartphone apps command 50% of digital media time spent for internet users, according to comScore’s Media Metrix Multi-Platform and Mobile Metrix.
- Smartphone apps' time spent numbers have now eclipsed all other digital channels, such as desktop (32%), tablet apps (9%), the web on smartphones (7%), and the web on tablets (2%).
- “While the smartphone app has been the most important access vehicle to the internet for some time, growing its share to a point where it now eclipses all other digital media platforms combined speaks to just how central to our lives the smartphone has become," comScore wrote in a blog post.
Whether someone is checking their email, looking up a sports score, or going on social media, they're probably doing it on a smartphone app. That's according to the latest research done by comScore, which found that mobile apps are increasingly dominating the time users spend online.
The report reinforces the importance of apps for brands, although some caution that users are spending much of their time in only a few select apps. App install ad campaigns are a popular way to encourage app downloads, but marketers should remain aware that the app experience is key to grabbing and keeping users’ attention.
One key mistake many marketers make with new apps is focusing on gaining users and not improving the app itself, according to Nancy Hua, CEO of mobile A/B testing service Apptimize. She sees a lot of app makers allocating a good amount of time and resources upfront to creating the app, and then investing a lot of money on amassing users, but they often let iterating and tweaking the app fall by the wayside after launch.
"You're not going to get everything right the first time, so you have to have a plan for how you'll improve the app as you start to get user feedback and analytics," she told Marketing Dive.