25.08.2014

comScore: 7% of users are responsible for 50% of downloads

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Most of the downloads from mobile markets in the United States account for a very narrow segment of users, the analytical company comScore said in its latest study.

In general, the situation looks like this: a third of American smartphone users download at least one app per month. The average user within this category downloads three apps per month. But 65.5% of users don't download anything at all.

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To be honest, we were surprised by both facts. It turns out that at the moment, within the framework of the mobile market, there is a struggle mainly for these very 7% (in fact, 7.2% is 2.4% plus 4.8% of those who download more than 5 applications per month) of users (even if in the context of the American market, although we are sure that this is an observation comScore can be scaled with a minus sign to other regions). All other users are "left out". Conclusion: now is the time to look for new advertising channels, perhaps outside of mobile devices.

On the other hand, it is not at all a fact that new channels will be able to fix the situation, given that most of the time that users spend working with applications goes to work with a single program.

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We also found the following fact quite interesting in the study: iPhone owners, on average, receive much more users of Android devices: $85 thousand per year versus $61 thousand.

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A source: https://www.comscore.com

comScore is an American company offering marketing and analytical services in the mobile and Internet spheres. It was founded in 2009. It has more than a thousand employees. In 2014, she was awarded the New Technology of the Year Award by the Digital Analytics Association.

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