Mobile ‘Addicts’ on the Rise; Battle is on for Ad Spend

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According to Flurry, there may be a growing epidemic: Mobile ‘addicts’ on the rise.

AdWeek reports the Flurry note that “mobile addicts have increased nearly 60 percent since 2014.”

The piece continues: “Mobile addicts are defined by the report as consumers who open apps 60 times or more per day. To contextualize the size of this group, which grew from 176,000 to 280,000, if the number of mobile addicts were the population of a country, it would be the fourth largest country in the world.”

Other highlights:

  • “Messaging and social apps was definitely the dominant category”
  • “Productivity apps were the largest contributor in the growth of mobile addicts”
  • “The biggest surprise was the increased use in finance apps, which mobile addicts used two-and-a-half times more than the average consumer”

For additional insights into what makes “mobile addicts,” it also helps to note a separate Flurry post that states: “’Communitainment’ is Now Mobile’s Killer App.”

Flurry: “The growth in 2015 came predominantly from entertainment apps such as YouTube, Netflix and Hulu, as well as social apps, such as Facebook and Snapchat. In 2016, the expanded media consumption on social apps was a critical growth driver for the category. It’s important to note that the daily 133 mins/day spent is over and above everything else consumers do on mobile, including messaging, email, exchanging photos, using maps, shopping, etc.”

It continues: “Communitainment, or communication for the sole purpose of entertainment, is not your standard chat or exchanging pictures over social networks. This is (live) streaming to entertain each other on dedicated apps like live.ly, musical.ly and Houseparty, which have been App Store Top 100 strong holds for a while.”

Importantly for app developers and publishers, the piece raises the question of whether these are media companies or tech companies.

Either way, the battle is for customer attention and ad dollars.

As the post notes: “We are all aiming at gaining a slice of the $76B USD in ads currently locked in US television. We have been trying for the past 20 years to silo the two industries, but it’s evident that the time to face the music and dance has come.”

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