Marketing Madness

New Report Shows 80% of Time Spent in 5 Apps

Everyone knows that mobile devices are quickly becoming the dominant option for people to access the internet, which is why mobile advertising is exploding in popularity.  When brands are trying to determine where to invest their advertising dollars, however, it can be much more confusing.  It is important to make sure your ads are seen by the right people, but also to keep your marketing within budget.

A new report from Forrester Research found that for US and UK smartphone owners, over 80% of their total time spent on the devices is in just five apps.  It also found that the average user accesses 24 apps per month, though many of them only very briefly.

Not surprisingly, Facebook is the most popular app taking up 10% of all the time people were spending in apps on their mobile devices.  YouTube made up another 7%, and Maps had 5%.  Pandora and Gmail rounded out the top five with 3% each.

Once you drop past the top five, there are quite a few apps that make up 2% of total user time including Stocks, Netflix, Weather, Instagram, Kindle, Candy Crush Saga, and Pinterest.

As marketers, this type of data can help you to properly balance your advertising budget across the right areas to ensure your target audience will see your ads as often as possible, without having to over pay.

If you’re interested in learning more about which apps are being used most, you can see the report on the Forrester website HERE.

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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