Nielsen has just released a new report that profiles app use by consumers and provides user demographic data. With mobile in-app ad spending expected to reach $20.8 billion this year, this is information marketers should pay attention to.
Mobile in-app ad spending is expected to increase 52% this year over 2014, when $13.7 billion was spent, according to eMarketer, and by 2016, in-app ad spending is expected to reach $29.7 billion.
As Nielsen reports, over the span of just a few years, the concept of app usage has transformed from a novelty to an essential part of the mobile user experience. With millions of apps now available and more being rolled out every day, there is an app for everyone, regardless of age, race or interest.
But Nielsen also points out that marketers must effectively position their advertising so it stands out in this increasingly competitive ad marketplace.
The Nielsen data finds that despite the growing number of app offerings, smartphone users accessed an average of 26.7 apps per month in fourth quarter 2014, a number that has remained flat over the past two years. Data also found that over 70% of the total usage is coming from the top 200 apps. The time consumers spent in engaging on those apps has increased, however. Monthly time spent per person on apps has increased from 23 hours and 2 minutes in fourth-quarter 2012 to 37 hours and 28 minutes in fourth quarter 2014 - an increase of 63%.
So who are these app users? The study found that more men than women use apps on a monthly basis; however, women users spend more time when they do use apps. Men use on average 27.2 apps per month compared to 26.3 for women; however, women spend an average of 38 hours and 2 minutes per month on apps, compared to men who spend 36 hours and 51 minutes per month.
App usage is also very diverse. African-Americans use the most apps per month - 30.3 - and also spend the most time - 42 hours and 58 minutes. In terms of app usage, Asian-Americans are next, using an average of 28 apps per month, closely followed by Hispanics at 27.9 and whites with 25.9. As for time spent monthly on apps, in second behind African-Americans are Hispanics with 41 hours and 31 minutes, Asian Americans with 37 hours and 14 minutes and whites with 35 hours and 25 minutes.
The entertainment category is the largest when it comes to app usage. In the fourth quarter of 2014, the unique audience for entertainment apps was 151.8 million, up 13% from fourth quarter 2013. In terms of time spent, that audience devoted an average of 13 hours and 20 minutes per month to entertainment apps during fourth quarter 2014. That's up 26% from the 10 hours and 34 minutes per month devoted in fourth quarter 2013.
The entertainment category ranges from mobile apps where consumers can play games, listen to music, watch video, read comics and check weather and get sports scores.
Gaming is the largest entertainment subcategory, followed by music, video/movies, sports and books, magazines and comics.
The data shows that 115 million entertainment app users or 76% of the total played at least one game in fourth quarter 2014. Average time spent on gaming increased by 1 hour and 35 minutes per month in fourth quarter 2014 to 10 hours and 2 minutes, compared to fourth quarter 2013 total of 8 hours and 27 minutes - an increase of 19%.
There were 111.3 million unique music app users in fourth quarter 2014, up 13% over the 98.2 million in fourth quarter 2013. Time spent listening to music on the apps was basically flat from year to year - 2 hours and 37 minutes in fourth quarter 2014, compared to 2 hours and 39 minutes in fourth quarter 2013.
The watching of video and movie apps was up both in number of users and time spent. Unique fourth quarter users in 2014 grew to 103.7 million from 91.3 million, an increase of 14%. Time spent watching on the apps grew from 1 hour and 28 minutes a month to 1 hour and 44 minutes a month, an increase of 18%.
Sports app unique users in fourth quarter 2014 totaled 35.8 million, up 6% from 34.7 million in 2013. Time spent using sports apps grew 14%, from 1 hour and 50 minutes in fourth quarter 2013 to 2 hours and 5 minutes in fourth quarter 2014.
Books, magazine and comic app unique users grew in fourth quarter 2014 by 28% to 34.9 million from 27.2 million. Time spent on those apps grew 8% from 1 hour and 14 minutes to 1 hour and 20 minutes.
Nielsen collected the data about mobile app usage from approximately 5,000 persons over 18 years of age. Each gave the research company permission to install Mobile NetView 3.0, Nielsen's on-device software on their Android or iOS smartphones. All ethnic groups were represented.
Most recent headlines
17/02/2025
TVBEurope talks to the team who brought a piece of broadcasting history back to life on BBC Wales last night
By Jenny Priestley
Published: February 14, 2025 ...
17/02/2025
Eligible studios will receive the relief directly from their local authorities, with no need to submit a claim
By Matthew Corrigan
Published: February 17, 20...
17/02/2025
As DEI initiatives come under pressure in the USA, supporters of Rise, which promotes diversity in the media and entertainment sector, discuss the continuing im...
17/02/2025
EIB Global loan will partially fund SES's continued O3b mPOWER medium earth orbit (MEO) fleet expansion enabling additional capacity worldwide. O3b mPOWER s...
15/02/2025
At Nielsen, Business Resource Groups (BRGs) play a critical role in nurturing a ...
15/02/2025
Innovation to empower creativity: Explore the latest in Lightroom
Rob Christensen February 15, 2025
0 Comments
Whether you want to remove distracting ...
15/02/2025
Wisycom, a worldwide leader in RF technology and provider of wireless solutions, announces a new distribution agreement with EQUAPHON. An Argentinian profession...
15/02/2025
DPA Microphones, the leading manufacturer of high-quality microphone solutions, is pleased to welcome Nicholas Nick Mariano and Vincent Vince Divine to the ...
15/02/2025
Tuxera, a leading provider of quality-assured file systems and networking solutions, will showcase how Tuxera Fusion SMB enables unprecedented performance for m...
15/02/2025
Bitmovin's latest Video Developer Report indicates an increasing role of AI, the slow adoption of next-generation codecs, and continuing challenges when it ...
15/02/2025
When Michelin Enterprises set out to promote its prestigious Hotel Guide in the new Sleepless in the Kitchen , campaign, veteran German/Slovenian gaffer Robert...
15/02/2025
Formula E, the world's first all-electric racing series, revolutionizing motorsport with cutting-edge technology and a commitment to sustainability has sele...
15/02/2025
Agile Content, a global leader in TV and video technology solutions, announces its rebranding to AgileTV.
The transition to AgileTV stems from a commitment to ...
15/02/2025
Hiltron Communications will promote the latest additions to its range of satellite communication products, systems and supporting services at GovSatCom 2025. Th...
15/02/2025
Following the success of the original Airglow Booklight, DoPchoice debuts a new addition to their inflatable line the Float. This lightweight, inflatable, round...
15/02/2025
LAS VEGAS Marshall Electronics has announced that it will debut its newest camera controller, the RCP Plus, at the 2025 NAB Show at Booth N2649 between April 5 ...
15/02/2025
ATLANTA Gray Media has named Blake Sebo as the next general manager of KTUU and KYES, Gray's NBC and CBS affiliates in Anchorage, Alaska....
15/02/2025
KOKKEDAL, Denmark DPA Microphones will feature its new CORE+ technology for distortion-free microphone sound at the 2025 NAB Show, April 5-9, in Las Vegas....
15/02/2025
SWANSEA, U.K. QuickLink will launch StudioPro-NDI and StudioPro-3, two new models of its QuickLine StudioPro video production platform, at the 2025 NAB Show, Ap...
15/02/2025
Live From 2025 NBA All-Star Game Weekend: After 25 Years, Turner Sports All-In F...
15/02/2025
NASCAR Driver Cam on Max Embraces Cloud-Based Workflow for 2025 Season Chris Brown of WBD Sports says Mobii will play key part in delivering signals from the tr...
14/02/2025
Last month, we officially launched the Spotify Partner Program, a powerful new m...
14/02/2025
From an island off the coast of Lutruwita to the global stage in France SBS & ...
14/02/2025
The future of electro-optical/infrared (EO/IR) land systems is evolving so that ...
14/02/2025
Here are 5 reasons why you should attend ISE 2025
Discover more about Calrec: Learn more about Calrec's legacy of innovation in broadcast audio solutions ...
14/02/2025
World Radio Day: On the same wavelength
By Graham Murray, International Sales Manager at Calrec
To mark World Radio Day, Calrec's International Sales Ma...
14/02/2025
DALLAS and TYSONS, Va. Tegna has concluded a broadcast rights agreement that makes Tegna's KFAA in Dallas the exclusive local television partner of the Dall...
14/02/2025
Amazon's Prime Video has released a new app for Apple TV that the streamer said delivers an improved streaming experiences with faster scrolling, improved s...
14/02/2025
CLEVELAND Telos Alliance announced a software update for its Axia Quasar XR and SR line of audio-over-IP (AoIP) mixing consoles and will show the offering at th...
14/02/2025
Puget Systems Returns to HPA Tech Retreat 2025 with New Analysis Tools for Puge...
14/02/2025
Glass Animals: Tour of Earth Uses Blackmagic Live Production Workflow
Brie Clayton February 14, 2025
0 Comments
80six deploys Blackmagic URSA Broadcas...
14/02/2025
A dispute between Paramount and Youtube TV that would have pulled CBS stations and Paramount's cable channels from the streaming service has been temporaril...
14/02/2025
Colourist Deidre (Dee) McClelland details how she helped shape the distinct look and feel of whimsical Oscar-nominated stop-motion film, Memoir of a Snail
By C...
14/02/2025
BitFire said it intends to introduce forward-looking services that simplify the launch of live production workflows, and enhance real-time collaboration
By Jen...
14/02/2025
The claim by the liquidators is the latest twist in the ongoing saga of the companys collapse at the end of 2021
By Matthew Corrigan
Published: February 14, ...
14/02/2025
A carriage dispute between YouTube TV and Paramount could come to a head today (Feb. 13), with the virtual pay TV provider threatening to pull all of the progra...
14/02/2025
ENGLEWOOD CLIFFS, N.J. LG Electronics USA has opened a new in-house, state-of-the-art virtual production studio at its 360,000-square-foot North American headqu...
14/02/2025
NEW YORK In a bid to help local broadcasters find new ways of monetizing their content, the Coalition for Innovative Media Measurement (CIMM) and TVB have relea...
14/02/2025
WASHINGTON Three Democratic U.S. Senators have sent a stern letter blasting FCC Chair Brendan Carr for the weaponization of the agency for attacking broadcast...
14/02/2025
Years after launching the streaming service Apple TV+ in November of 2019, Apple has finally released a version of its steaming app for Android devices....
14/02/2025
FOOTHILL RANCH, Calif. Red Digital Cinema will make its V-RAPTOR [X] and KOMODO-X camera systems available with Nikon's premier Z Mount, providing filmmaker...
14/02/2025
DAYTONA, Fla. The Fox Sports production of this year's Daytona 500 will see the addition of a few new tech elements and the continued unfolding of the broad...
14/02/2025
Watch Bryson Battles Blind Audition on The Voice Get a Four-Chair Turn Michael Bubl said the Boston Conservatory at Berklee musical theater senior might have...
14/02/2025
2025 Daytona 500: FOX Sports Looks To Ride Super Bowl LIX Momentum Into NASCAR S...
14/02/2025
14 Feb 2025
VEON's Kyivstar and the Come Back Alive Foundation Raise USD 2....
14/02/2025
Max Renews THE PITT, Starring Noah Wyle, For A Second Season
Max
Warner Bros. Television Group
The Pitt
New Episodes Of The Medical Drama From John...
14/02/2025
This year, Technicolor proudly celebrates 110 years of shaping the magic of cinema pioneering color, visual effects, and innovation that bring unforgettable l...
14/02/2025
NBA All-Star: More Games, More Teams, More Music, More Sound From the Court Turner Sports' team will deploy familiar tech to capture all the audio By Dan D...
14/02/2025
LIV Golf Continues To Innovate With Drones, Data-Driven Graphics, and All-Access...
Nielsen has just released a new report that profiles app use by consumers and provides user demographic data. With mobile in-app ad spending expected to reach $20.8 billion this year, this is information marketers should pay attention to.
