comScore: Increase in app usage, mobile web still important

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Mobile is on the rise but web is still king? Well, it is one of these findings that makes you wonder on first reading. Although websites still reach bigger audiences, web users spend most of their time in mobile apps according to comScore.

Monitoring the time between June 2014 and 2015, comScore finds in some research that the audience for mobile websites is around 250% bigger than mobile apps. Furthermore, it is growing twice as fast as apps. As a reason for this development comScore sees the closed garden phenomenon a challenge for apps. Web versions are much more fluid in terms of linking between content, social and search.

comScore also found that FB and Google own eight of the 10 most-visited mobile apps with Facebook winning the „competition“ (almost 126 million unique visitors) with nearly one in two users who installed the app saying using it most frequently.

comScore apps web usage 2015

It is not surprising that Facebook’s app as of it’s reach is not the fastest growing app any more compared to Google’s audio-video sharing platform Youtube (9 to 18% growth) with 99 million users. However, after seperating their Messenger app from their main Facebook platform, the Messenger was grew double the size compared to last year.

Where people between the age of 18 and 34 spend most of their time is on Facebook (nearly 26 hours a month), Instagram (7 hours), Snapchat and Tumblr (6 hours) and Twitter (3,5 hours).

comScore digital time spend 2015

ComScore said mobile phones now account for 62% of all time spent online. Within that total, the research firm said 44% of time is spent on smartphone apps, up from 33% two years earlier. Mobile users spend more than 70% of their time in smartphone apps, dwarfing time spent on tablet apps and mobile websites.

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The comScore mobile report gives a good indication of where the evolution of apps and their usage might lead in the future. It shows that „messaging is a very hot sector for apps“ but is still early stages in the US. Looking at the time people spend with certain categories, the leading areas of interest were social networking (29%), radio (15%), games (11%), multimedia and instant messaging (6%), and music (4%).

comScore share of mobile apps time spend 2015

As the research was monitoring the US audience, the two apps that were not owned by Facebook and Google under the top 10 were the music apps from Pandora and Apple Music. Furthermore, new service apps like Uber and Lyft have become more and more popular, comScore finds.

The (Mighty) Future of Selfies

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When you think a „selfie“ is nothing but a „selfie“ (meaning a photo of yourself), then you are still living in the past. The future of the selfie is already here – in various forms. You just need to know where to find the next evolution step, how to make it, and see who can assist your efforts. And even if you want to take it to extremes. There are all sorts of selfies ahead.

Although, I have to admit I have taken some selfies lately, I had decided to leave it from now as of bad (or mad) output. However, maybe I just need to go to the DELL Center for Selfie Improvement. No joke! Well. Maybe.

Dell is always good at jumping on the latest trends in the world of social and sharing. Their new „Center for Selfie Improvement“ is meant to help people optimize (if not perfect) the art of the selfie. People shall be trained using different techniques handed down from the very original selfie taker. How this works is explained in this video and on their Tumblr website.

Some people might say „selfies“ are just for people with mega egos. Now, if you are a person of that sort, this winning Cannes Lions Innovation Grand Prix might make you happy. It’s a mega Kinetic installation which enabled people to create massive 3D selfies. The installation can transform in three dimensions. It recreate a selfie face from visitors to Khan’s pavilion. The Khan’s building was a 2,000 m2 cube placed in the Olympic Park in Sochi during the 2014 Olympic Games.

MegaFaces: Kinetic Facade Shows Giant 3D ‚Selfies‘ from iart on Vimeo.

And if you are living in Sweden or Australia, you might not even want to use the release button from your camera or your smartphone any more for your selfie. Just get the latest app from the guys at Crunchfish then. With their GoCam app (just Apple yet) you can take a selfie with their touchless-A3D-software. Simply raise your hand to „push“ the release button.

The future of the „selfie“ is weird, unimportant and funny. Well, it just reflects the nature of a selfie, right?

Report: How Mobile Apps Monetize

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One of the questions, we often get is… What kind of apps make money? Now, an interesting recent report by Distimo and Chartboost based on data from 300,000 apps worldwide with 3.8 billion downloads per quarter sheds some light here. In the Apple App Store free mobile applications with in-app purchases (IAP) get most revenue. The report shows that in-app purchases from free apps went up from 46% to 79% in the United States in only two years (Jan. 2012 to Jan. 2014). The leading countries in this app revenue context are China and Japan with the biggest revenue share (94%) generated from freemium business models.

Distimo Free InApps 2014

Not surprisingly, Germany is one of those different markets again. Here, just 70% of Germany’s revenue was generated from free apps with IAP. The report makes clear that in Germany a bigger revenue share comes from paid business models. However, this is based on the evolution of efficiency enabling tools such as education or navigation which seem to be tools that the German population uses predominantly.

Distimo RevSharePerDownload 2014

The APAC region shows the highest average revenue per download (ARPD). The leader being Japan with an average per download revenue of $5.32. Japan gets followed by Australia $3.60 and South Korea $3.40 places two and three. Canada, Germany, United States and United Kingdom almost generate the same amount per download of around $2.30. China came in last with an ARPD of just $0.92.

Distimo ARPD 2014

Still, this does not mean that the profit is as high as it sounds. In order to figure the profit out, Distimo and Chartboost compared the revenue per download (ARPD) to cost per install (CPI) for the leading 250 apps in the games category in 4Q13. Here, the winners were Japan before Australia, South Korea, the United Kingdom, and the United States.

Distimo APPD 2014

The report shows that there is still money to be made. However, the cost per promotion in the App store or outside the app store should be calculated in. And then, the figures could look massively different…

How iBeacon technology can bring interaction in museums

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Achieving interaction with customers is a challenging topic. Bringing content on smartphones when people want or need it, is a great opportunity and a smart step to getting people informed and creating interaction – and not only if shops want to spread their brand and reach out to their visitors via Apple’s new iBeacon technology.

The Rubens House Art Gallery in Antwerp -enabled by the guys at Prophets– offers a complete new approach how the gallery can interact with their art fans via sending native location based content on smartphones and tablets. The art gallery uses location based beacons in order to deliver intelligent content in front of paintings around the picture itself, the artist or the time period when it was created. The link between the iBeacons and the content comes from an app the visitor has to download.

Apple iBeacon technology applied to classical art in Antwerp Museum from ProphetsAgency on Vimeo.

Texting and Driving? Better use Samsung’s „Eyes On The Road“ App

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Samsung Eyes on the road appThe guys at CHEIL in Sigapore have created a nice app for Samsung that keeps us away from texting and driving. With their „Eyes On The Road“ app you can switch your phone into a „Drive Safe Mode“ and stay away from taking calls, texts, or even push alerts while driving.

The app technology detects via sensor fusion technology when your speed is above 20km/hr. It then activates the „Drive Safe Mode“ and blocks calls, texts and push alerts. Furthermore, it sends automated messages to the people that wanted to get in conversations and let’s them know that we are driving our car at the moment. If not deactivated manually, the app does so after 10 minutes of inactivity.

Now, up to you to use it and for Apple to come up with some similar approach. Or do you not like it…?

Study: Business Elite increasingly embraces mobile technology

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Harald Wanetschka  / pixelio.de

Harald Wanetschka / pixelio.de

Does mobile technology really have „more influence on global change than countries, governments or corporations“? Well, at least if we can believe in the 50% of respondents of a new European research by CNBC called „Europe’s Mobile Elite 2013“. The study states that Europe’s business elite continue to embrace the latest smartphones, tablets and devices. In general, most European business executives (73%) believe that they are keeping up with technology change within their sector, however almost less than four in ten are not confident with their companies‘ technology change.

The study shows that most business leaders own a mobile device (90%), live and like the mobile business and are agreeing that life is „easier“ (68%). Even more, 64% see their lives becoming more productive and enjoyable. Apple is still leading with 44% owning an iPhone versus Android users with 35%. Obviously tablets are on the rise as well with almost. The merging worlds of private and business becomes clear with the fact that 72% (up 39% from 2011) use their tablets for both work and leisure.

Not surprisingly, two thirds value tablets „useful business tools“. Also second screen usage is big among the business elite: 75% watch TV at the same time as using their tablet. The engagement effect of the tablet is striking with nine in 10 of these consumers taking some form of action on their tablet as a result of seeing TV content. And when the study shows that a third of the business executives are responding to TV advertising, marketers should think about ow to implement clever brand and lead generation campaigns in their TV spots. And when marketers want to reach the business elite, they are best in sending out their messages in the evening and at weekends (tablet usage). Smartphones are always-on, so no special advice here.
 
„This study shows the huge influence mobile technology has on our lives. Europe’s elite are keeping up with technological change, owning more devices than ever and using each in different ways. In the area of social media and its value in business, the jury is still out and it will be interesting to see where this leads next year.“ Mike Jeanes, Director of Research, EMEA, CNBC.

Top content for tablets…  
– business and financial information (72%)
– web browsing (70%)
– news updates (70%)
– email (69%)
– reading newspapers/magazines (69%).

Top content for mobiles…  
– email (79%)
– business and finance (72%)
– web browsing (70%)
– news updates (70%)
– GPS (69%)
 
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Despite some common disagreement that the business elite is not on social networks, the study makes clear that 85% are a member of at least one network with 61% on Facebook, 58% on LinkedIn, and 43% on Twitter. It is important to note that 40% (up from 19% in 2011) of Facebook, LinkedIn and Twitter users are now connected to all three social networks. Furthermore, 58% of the business decision makers use social media for business (still private use is the standard for 75%). It could be that private and business worlds are really not kept as separate any longer. The commercial impact of social media is seen critical. When 46% see social media „neither useful nor essential“ (compare study 2012), it shows that most business decision makers had either the wrong advice or the wrong expectation raised by consultants. One of the reasons why we are always very critical in analyzing the benefit of social media for a company or brand, and trying to show the realistic benefit for companies.

Report: comScore unveils insights in main mobile development for 2013

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comScore Mobile 2013In a recent report called „2013 Mobile Future in Focus“ comScore released their outlook for mobile trends. The report shows the U.S. mobile and connected device landscape in 2012, which is meant to the set the stage for the international expansion of the mobile revolution. It offers insights into mobile media consumption, mobile networks, platforms, as well as OEMs. It also includes key mobile market insights from the United Kingdom, France, Germany, Spain, Italy, Canada, and Japan.

The report illustrates the following trends for the mobile year 2013…

Multi-mobile use shapes the „Brave New Digital World“
The U.S. is surpassing 125 million U.S. consumers and tablets in mobile consumption. More than 50 million own smart mobile devices which make consumers being always connected. Americans spend more than one out of every three minutes online on mobiles. Does this show the end of the desktop?

Smartphones surpass 50% penetration and start ‘Late Majority’ of adopters
In 2012 the U.S. smartphone market became the year of mobile by finally surpassed 50% market penetration. It enters the „late majority“ stage of the technology adoption curve. Smartphone subscribers increased 29% from a year ago and 99% from two years ago. 72% of all newly-bought devices were smartphones.

comScore Mobile 2013 Smartphone Tablet Ownership

Android and iOS Control U.S. Smartphone Market
Google’s Android OS and Apple’s iOS dominate the U.S. smartphone landscape with almost 90% of the market today. The well-developed app ecosystems makes it even more difficult for competing platforms to narrow the gap.

Samsung makes splash in smartphone OEM market
Samsung strongly competes more and more with Apple that is still the leading smartphone OEM. The year-over-year increase of more than 100% from Samsung and a two-year increase of more than 400% shows how much they are challenging Apple. The gap between the two competitors is steadily narrowing though.

High-Speed mobile connectivity speeds up mobile content consumption
Wider availability of high-speed internet access has increased the average user’s media consumption experience. Default Wi-Fi accessibility for smartphones and tablets like in coffee shops contributes to the new workplace and a better browsing experience for users. But also the availability of better networks speed (4G and LTE technology) will leverage the mobile content adoption.

comScore Mobile 2013 Content Per Topic

Spot On!
The report shows that 2013 was kind of the „year of mobile“. With the rise of smartphone adoption to an over 50% penetration but also tablets becoming more prevalent, it seems that the world is moving more and more away from desktop internet usage. Mobile devices make up the digital media consumption of consumers these days. Obviously, marketers and media companies need to adapt their businesses to the emerging mobile multi-platform world but should also see the opportunity of mobile car technology (Google Glass Project), Augmented Reality (IKEA), QR codes (Adidas) or „mobile storytelling“ (AUDI).

So now up to you. What has changed in your mobile adaption from last year? What are you missing in terms of mobile marketing development? And what would you be open for when marketers address you with mobile content?

YOUM: Does Samsung show the future of mobile displays?

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When I wrote about three magic inventions discovered at CES 2013 some days ago, I definitely missed out on YOUM. The rumors around flexible displays is out there for quite a while. Remember Yankodesign’s vision of a flexible multiscreen phone or the Motorola Flipout?

Now, at CES the first YOUM displays were presented on stage, alongside a funny commercial clip. The OLED displays are thin that an iPod, can be bowed and rolled up. It sounds like science fiction or a good James Bond film invention, and it will be as log as the technology needed to make the OLED’s work is not getting thinner.

In the presentation Brian Berkely, VP Samsung Display, showed with different prototypes how it is possible to build displays that go around the smartphone or tablet. There, you then could see the latest text message, email or calendar entry that might be relevant. I can imagine these displays will hit the smartphone and tablet market quite soon.

And the question will be what is Apple’s or other smartphone and tablet manufacturers‘ answer to this invention…

Study: Big brands could do better on social customer service

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Some weeks ago, we have written about the importance to be fast on response time on Social Media platforms. We made clear, based on some research by Convince & Convert, that companies need to react in not more than 60 seconds on complaints, customer enquiries and questions that appear on company’s and brands‘ social platforms.

Now, a recent study of some of the biggest brands in the U.S., like Coca-Cola, McDonalds, Visa or Starbucks shows that providing a top standard of customer support on Twitter is not really as fantastic as it seems. Although some readings of all those good posts about these brands and their Social Media efforts might assume the companies do whatever they can in Social Business terms.

In the study, four Software Advice employees used their personal Twitter accounts to address customer service tweets to 14 consumer brands in seven industries – McDonalds, Starbucks (Fast Food), Coca Cola, Pepsi (Soft Drinks), Visa, Mastercard (Credit Cards), Wells Fargo, Bank Of America (Banking), Walmart, Home Depot (Retail), Apple*, HP (Consumer Tech), Gillette and Colgate (Personal Care).

They sent each brand’s Twitter account one tweet per weekday for four consecutive weeks, from „Urgent, to Positive/Negative, or questions about FAQ or technical issue. Then, brands were evaluated on their average response time and rate. See the results in the following infographic…

Study ConnectedTV – What’s the leading strategy?

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© carlos castilla - Fotolia.com

GoogleTV or AppleTV? How is the future of connected TV going to look like? TV and Internet companies realize the power of connected TV but are still not quite sure what’s the most effective TV strategy to go forward.

This is the main finding of a recent study conducted by MPP Global Solutions which tried to figure out which company has the best strategy to be successful in terms of the connected TV market. The findings of the study which was done during an online webinar showed that the respondents were undecided on where the successful future could be found.

The research which was called ‚Redrawing the Lines in the Battle for the Living Room‘ states that just 26% of senior industry managers identified Apple’s future TV service as successful in the long run. However, this findings was also mentioned by others with 22% who saw Google-TV and Netflix (17%) as creating the right effective strategy for the future. The MPP Global Solutions study analyzed the current position of the connected TV market as a whole and the major players within the industry.

„This inconclusive result reflects the content of the discussion; that the Connected-TV market is still coming out of the early adopter phase and even major players such as Apple, Google and Netflix are still trying to identify the best approach for success“. James Eddleston, Head of Marketing, MPP Global Solutions.

Although some big companies like Google, Apple and the likes are working on their connectedTV strategy, the user is not there yet. A recent study by YouGov found out that just 35% of connected TV owners use their devices for on-demand services, with one in four (25%) having never connected it to the internet at all. It will take time until the user is following the connected TV trend as a whole. The study makers said connected TV sales is set to increase by 70% by 2016.

Spot On!
For companies trying to address the connected TV market, it is essential to develop an effective strategy for the right user experience. Until companies find some intelligent solution the user will probably stay with the magic combination: TV and the second screen: smartphones and tablets. At the moment, users love to do multitasking as we learned from the latest Yahoo and Razorfish study. The respondents of that study said 80% do multitasking while watching TV. More than 60% use their mobiles once or twice while watching TV. And I am quite sure this will stay for quite a while. Or is the split screen a solution? Or the one-in-one program as a time-shift solution? While you change to the internet, the TV program goes in a stand-by mode?

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