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Contents:
  1. Consumer Behavior and Mobile Usage Statistics
  2. Majority of U.S. consumers still download zero apps per month, says comScore – TechCrunch
  3. Majority Of Digital Media Consumption Now Takes Place In Mobile Apps
  4. Main Navigation
  5. comScore: “The App Majority” is Shaping the Mobile Industry

Cross-channel, cross-platform measurement ensures that you can identify and pay commission on every relevant sale, not just those that occur on one device.

Consumer Behavior and Mobile Usage Statistics

For partners, this means more revenue and better data for optimization. For brands, it means that partner marketers can demonstrate the full value of respective channels and platforms, and can rightfully gain credit for purchases that might erroneously be measured as organic conversions.

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It also means higher-quality customer insights that will power more effective cross-channel and cross-platform campaigns and programs. Apps are rapidly changing the retail commerce landscape. Consumers should be able to move seamlessly through these experiences, with each optimized to the device they are using.


  • comScore: “The App Majority” is Shaping the Mobile Industry - Marketing Digest.
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This is critically important because mobile app users tend to be the most loyal, committed, and frequent customers , and because, as seen in the below graph provided by comScore, user journeys are increasingly cross-channel and cross-platform. Data shows that AOV tends to be more than twice as high for app users when compared to mobile web consumers. Without an app friendly tracking methodology, visibility into consumer app behavior is problematic to collect. The traditional method of partner measurement — pixel tagging — is relatively ineffective in apps, especially in iOS.

Better tracking throughout customer journeys can also lead to better customer experiences. If shoppers can continue their journeys easily between channels and across platforms, they are more likely to convert.

Majority of U.S. consumers still download zero apps per month, says comScore – TechCrunch

There are strategies mobile experts are using today — such as enabling users to text themselves links they find on desktop or to see personalized content when transitioning from desktop site to mobile app — that can vastly improve customer experience and retention. Tracking and reporting purchases resulting from this is an added benefit for both the partner marketer and the referring partner. Branch is a long-standing, premier provider of deep linking and deferred deep linking to deliver these benefits, but remains the only such provider to also offer sophisticated people-based insights and unified, cross-channel visibility into the full impact of all your marketing activities.

Deep links can be deployed across any marketing mix, including banner ads, video, email campaigns, and partner marketing activity. These tactics help brands and partners see their true marketing impact on any customer journey that involves these forms of media.

Majority Of Digital Media Consumption Now Takes Place In Mobile Apps

With the explosion of m-commerce transactions, the ability to capture and integrate a comprehensive set of performance data across all channels and platforms has become essential. Just a few years ago, all we had were desktop widgets or bundled-in features that came with our cellphones. With smartphone and tablet usage booming, apps have now become the main driver of mobile traffic and are now part of our everyday activities.


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Desktop still dominates the majority of online traffic, but mobile recently surpassed it in terms of digital media engagement. As such, it is still developing its infrastructure, and many companies are reluctant to buy ads on a new platform they may not know much about.

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However, comScore believes that the future is very bright for mobile, and their recent study on app usage in the US shows that there is no better time to jump into the mobile market than now. As seen in Figure 1 , more than one third of users will download at least 1 app per month. Given this, tablet downloads need to also be considered, and it would be interesting to see if users download just as much as they do on their smartphones.

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As Figure 2 above shows, however, the time people spend on their devices would give an idea of how many apps they would download. While tablet users seemed evenly divided on how many times they use their apps per month, more than half of smartphone users used theirs at least once a day.

It is also telling that they will spend majority of their time on just one app. With smartphones being more portable than tablets, it would stand to reason that there would be more apps downloaded on it. For instance, consumers would be more likely to have their smartphones while shopping with their corresponding app rather than a bulkier tablet.


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So what apps do people spend time with most? If they are using their devices for entertainment purposes, it would certainly mean that games, radio, and multimedia apps are kept running for most of the day. An interesting correlation that comScore took note of was the operating device used.

comScore: “The App Majority” is Shaping the Mobile Industry

While iOS users were more likely to index media apps higher along with radio, photo, and general news , Android users spent more time with their email and search apps. The comScore study also determined the top 25 most downloaded apps. Unsurprisingly, Facebook was the most downloaded app, having almost twice as many downloads as its direct competitor YouTube. The correlation with operating devices shown in Figure 4 previously is also clear in Figure 5 , as four of the top ten apps are from Google, and are found pre-installed in Android devices.