ComScore:美国移动应用报告.pdf
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1、PAGE 1 The U.S. Mobile App Report Te U.S. Mobile App Report PAGE 2 Introduction It wasnt too long ago when the desktop computer was the dominant online platform and the central hub for all the consumers digital activities. But with the proliferation of smartphones, soon followed by the tremendous su
2、ccess of the tablet, mobiles rise has been swift and unrelenting. Last year saw the U.S. become a multi-platform majority, a significant milestone in which the majority of digital consumers used both desktop and mobile devices every month. Around the same time, mobile first surpassed desktop in term
3、s of total digital media engagement. And finally, just this year another key milestone was reached the app majority where now the majority of all digital media time spent occurs on mobile apps. PAGE 3 The U.S. Mobile App Report While the meteoric growth of apps transpired quickly, this shouldnt come
4、 as too much of a surprise. After all, apps are the fuel that is driving mobiles growth and where most of the devices utility comes from. They allow you to perform tasks such as hailing a cab, checking the weather, posting a Facebook status, streaming music, watching videos, and so much more. Withou
5、t apps, smartphones and tablets are merely shells like a beautifully designed car equipped with every feature you could want, but without any gas in the engine. But despite the fact that engagement is now higher on apps than on desktop and mobile browser, they have not attracted the advertising doll
6、ars its audience warrants. Like any emerging advertising medium, it takes time for the ad buying and selling infrastructure to develop. The good news is that, throughout the history of media, dollars eventually follow eyeballs, which means that the future of the mobile app economy is very bright. PA
7、GE 4 Total U.S. digital media time spent has jumped 24 percent in the past year, driven by a surge in mobile app usage, which increased 52 percent. While mobile usage has been growing fast, it has not come at the expense of desktop computer usage, which still managed to grow by 1 percent. The strong
8、 growth in mobile app usage has propelled it to take over the majority of digital media time spent at 52 percent. Total mobile activity including mobile browser usage recently eclipsed 60 percent, as desktop now accounts for the remaining 40 percent. Apps drive the vast majority of media consumption
9、 activity on mobile devices, accounting for approximately 7 out of every 8 minutes. Smartphones have a slightly higher percentage of app activity as compared to browser at 88 percent vs. 82 percent on tablets. 1 The Mobile Landscape Digital Time Spent Growth Driven by Apps Source: comScore Media Met
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