Shaken & Stirred - Influential Brand Profiling and Positioning

First-ever report on #app usage – Tons of juicy insights within for#free

App Annie, the leader in app market data and analytics, has released its first report on app usage. This measures how people are acting inside mobile applications.

This looks at five key app markets – the UK, US, Germany, Japan and South Korea – and analyses how apps are shaping the way people use their mobile devices (smartphones and tablets). With revenue from app stores and in-app advertising 70% higher in 2014 than the previous year, understanding how individuals interact with apps is a key component of a successful strategy.

The report looks at comparisons across these five markets including length of time spent in games, use of iOS vs Android, most popular categories of apps, most popular apps and time spent on apps and session length.

Some of the findings include:

  • Communication is key: Apps for communication and social networking remain at the forefront of iOS and Android mobile device usage across the United States, United Kingdom, Germany, Japan and South Korea. Top apps by time spent per active user in the UK are: 1) Facebook 2) WhatsApp Messenger 3) Chrome Browser, with LINE, Twitter and Instagram popular in the other markets as well
  • Android trends: Social and Communication categories accounted for over 50% of time spent on Android phones in the United Kingdom in Q1 2015. In the UK, apps that fall within the social and communications category are the ones most used
  • Asia dominates mobile gaming: Android smartphone users in Japan spent, on average, around 4x as much time in games per month than their United States counterparts. The United Kingdom trailed the other four markets in this study for game time spent per active user on Android smartphones
  • Delving into date use: YouTube generally led data usage in the five major markets with Facebook coming in just behind in the United States, United Kingdom and Germany. South Korea and Japan lead mobile and overall data usage in Q1 2015, due to high-quality LTE infrastructure
  • Time on tablets: While smartphones accounted for the majority of game time spent in Japan, session lengths on tablets were approximately 25% longer for Android

To view the full report, please go here.