JUNE 01, 2015

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Engagement Tactics Critical to Long-Term Success of Apps

The average smartphone user has 36 apps installed on their device, but only 26% of those are used daily, finds a new report from Google. Social and gaming apps have the most daily use, followed by media or entertainment related apps. Smartphone users are more likely to frequently use apps that make their lives easier, have an easy to use interface and an appealing aesthetic, and provide a consistent experience on multiple devices. While every app developer aspires to create a frequently-used app, many apps suffer from the opposite fate – one in four installed apps are never used, and many more are abandoned. The most common reasons users stop using apps are loss of interest, no longer needing the app, and feeling that the app is not useful or finding another app that’s more useful. The good news for app developers is that incentives like coupons, exclusive content, family and friends who start using the app, or even notifications of new features, can all prompt renewed app usage.

So what?

With users spending upward of 80% of their mobile time on apps, it is only natural that many companies want to offer their customers apps. The initial challenge for app makers is to not get lost in the app jungle -- 1.4 million apps in Apple App Store alone. And after you convince someone to download your app, you must continually push out fresh content and valuable utility to keep them engaged with it. 

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Key Internet Trends for 2015 from Mary Meeker

Mary Meeker’s annual Internet Trends report was released last week and, as always, includes key statistics about mobile, digital video and advertising. Here are some highlights from the deck:
• Globally, mobile internet usage grew 23% in the past year, and continues to outpace general internet usage, which grew by 8%.
• On average, American adults spend 5.6 hours per day on the internet. Mobile has gained dominance, now 51% of total time (about 3 hours a day) on the internet is spent on mobile devices.
• Mobile advertising is picking up pace – mobile ad spend grew 34% compared to last year, outpacing desktop digital advertising, which grew 11%.
• Digital video now comprises 64% of internet traffic.

So what?

Smartphones continue to lead to greater consumption fragmentation. As consumers move from fewer, longer sessions on desktop to shorter, more frequent interactions on their smartphones, the types of digital experiences they prefer is also changing. Short mobile sessions are better suited to bite-sized, snackable content. As advertisers move more of their budgets to mobile in response to the consumer migration, marketers need to work in earnest to make the mobile ad experience as contextually relevant and engaging as it has been on other platforms.

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Quick Takes
The Majority of Children Under 10 are Multicultural

Source: Nielsen
Global Art Sales Surpassed $50 Billion Euros Last Year

Source: Arts Economics, TEFAF Maastricht, Statista
Condé Nast
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Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 | philip_paparella@condenast.com

Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights