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

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.

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.

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.

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.