APP CHANNEL ANALYSIS
According to the comScore 2015 US Mobile App Report, more than a half of a time people devote to apps on their smartphones is dedicated to Social Networking, Radio and Games. The move to apps and mobile helps people to stay connected and has significant implications for publishers. When a media owner uses mobile apps and includes that information in the Brand Report, BPA offers comprehensive analysis for your review.
The reason for this is the irresistible growth of mobile itself. Each year, Kleiner Perkins Caufield & Byers (an investment firm that develops business, recruits talent, forges strategic partnerships and more) publishes a comprehensive Internet Trends Report that highlights key Internet and mobile usage statistics. It is highly suggested reading.
For example, the average adult spent 5.6 hours a day on the Internet in 2015. Of that total, 2.8 hours was spent on a mobile device. This is a significant increase from 2010, when an average of just 0.4 hours a day was spent on the Internet via mobile device.
Other interesting findings that reflect the need for inclusion in our Brand Report include:
- In 2015, 68% of emails were opened on either a smartphone or tablet. This necessitates the need for publisher newsletters and other emails optimized for mobile viewing.
- From June 2013 to June 2015, mobile app usage time grew by 90%. Apps seem to be becoming the preferred tools of choice on mobile devices (comScore found that U.S. adults spent 778,954 minutes using mobile apps in June 2015, up from 409,847 minutes in June 2013 – an increase of 90%).
In our App Channel Analysis on the Brand Report, a brief description of the app is included and should be the first item you look at when analyzing this information. There are three different types of apps that are reported:
- Apps that serve the magazine/newspaper on a mobile device (iPad, tablet, smartphone, e-reader)
- Apps that serve the magazine/newspaper and additional functions (news feeds)
- Apps that are related to the brand, but serve a function other than delivering editorial content (data/games/etc.)
It is important to determine which of these three types the media owner is reporting. Type 1 and 2, for example, are considered platforms that deliver a digital version of the magazine. Type 3, on the other hand, does not deliver the traditional "digital edition" of the magazine, but instead, other content related to the brand. If you compare app data between brands, be sure the app types are the same in order to make true "apples-to-apples" analyses.
App download data is reported by month for the six-month period covered by the Brand Report. The data in the table appears as the monthly and aggregate total. The totals reported represent the aggregate number of downloads since information regarding app deletion/removal cannot be provided by third-party vendors and so cannot be used to calculate net downloads.