Meeting Mentor Magazine

December 2018

Mobile App Report

Digital Media Shifting Rapidly
Away From Desktop…Are You?

You know from your company or association’s own experiences the past three years that your present and future must be “mobile.” Here’s some data that can support a shake-up in your marketing mix and point you in more targeted directions.

From June 2013 to June 2016, the audience using digital media has exploded — +111% for mobile apps and +62% for the mobile web, but a mere +3% at the desktop, reported ComScore in its 2016 Mobile App Report. Mobile represents 2 out of 3 digital media minutes, with mobile apps alone approaching 60% of total digital time spent. Desktop is losing share to mobile at a rapid rate. “The convenience of smartphones and tablet devices, and the innovation around mobile apps have completely shifted the digital media landscape in favor of mobile,” the report noted.

• The smartphone is the overwhelming leader with 80% share of the growth in digital time spent over the past three years. The tablet is next in line, but far back, with 9% growth share. Why? Because phones now have larger screens.

Smartphone apps have become the primary access vehicle to the internet, representing half of total digital media time spent.

Smartphone app usage time over the past year is increasing among every age group — and highest among Millennials. Its surprising that 55-to-64 year-olds are showing the greatest year-over-year increase in smartphone app usage (+37% growth).

Mobile apps are outpacing the mobile web in time spent by a 7:1 margin (comparing top 1,000 mobile apps vs. top 1,000 mobile web properties) and their audiences are more loyal, spending 20 times more minutes on apps than mobile web visitors.

• The most used app for 7 in 10 smartphone users is on the home screen, which is highly valuable real estate.

• Fatigue may be setting in as a higher percentage of smartphone users reject notification — 38% of users now claim they never or rarely agree to accept them, up from 31% last year.

• The top 10 mobile apps by unique visitors (over 18 years old) were: Facebook (149.5 million), Facebook Messenger (129M), YouTube (116.4M), Google Maps, Google Search, Google Play, Gmail, Pandora Radio, Instagram and Amazon Mobile.

The top 10 apps with highest concentration of use by Millennials (ages 18 to 34): Yik Yak; PlayStation Official App; Venmo, Twitch, Vine, MeetMe, GroupMe, Tinder, SoundCloud and Wattpad.

Click here to download the full report. — Maxine Golding

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About ConferenceDirect
ConferenceDirect is a global meetings solutions company offering site selection/contract negotiation, conference management, housing & registration services, mobile app technology and strategic meetings management solutions. It provides expertise to 2,500 corporations and associations through our 325 Associates globally. www.conferencedirect.com

About MeetingMentor
MeetingMentor, the leading publication for senior meeting planners, is circulated to the clients, prospects and sales associates of ConferenceDirect, which books more than 3.87 million room nights. www.meetingmentormag.com

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