51% of Mobile Traffic Comes From Users’ Top 5 Apps
Your new marketing self: “I’m reaching half of digital consumers with just Facebook, Messenger, YouTube, Instagram and Google Maps! Sometimes, for fun, I advertise on Snapchat to talk to Gen Z shoppers.”
“Nearly 90 percent of users’ mobile app time is spent within a user’s top five apps,” reports Greg Sterling on Thursday for Marketing Land. “In the larger context of digital media time overall, that means just over 51 percent of all digital media time in the U.S. is now being spent within users’ top five mobile apps. comScore also points out that this concentration of mobile app time translates into a ‘significantly smaller long-tail than desktop and mobile Web.’”
Facebook dominates app time for all demographics, except for 18- to 24-year-old Americans, who prefer Google’s YouTube, according to “The 2017 U.S. Mobile App Report” that comScore announced to Target Marketing on Thursday. The research found: “Mobile apps account for 57 percent of all digital media usage, and smartphone apps alone capture more than half of digital media time spent.”
Sterling adds that mobile marketing is king, and “digital media time spent with the desktop stands at 34 percent, with smartphone apps at 50 percent. Tablet and mobile Web represent the remaining 16 percent. And though it sees dramatically lower engagement, the mobile Web has roughly two times the reach of mobile apps.”
So your old marketing self, who was lamenting media fragmentation, is relieved to discover the apps that are retaining eyeballs.
“The top 10 is dominated by Facebook and Google, though Snapchat ranks for those under 35,” according Thursday’s article in Marketing Land.
Snapchat is No. 3 for Gen Z, actually. And future marketing self makes use of another Marketing Land article you see on Thursday: “Snapchat Lets Advertisers Control the Types of Content Their Ads Appear Next To.”
It’s news that may have come as a result of a snafu experienced by YouTube in April, when the video-sharing site placed some marketers’ ads within hate speech sites. YouTube said it fixed the problem in May, when its revenue increased.
What do you think, marketers?
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