Christina Choy | Market Research Manager | B2B Strategic Insights
Mobile Insights
2
3
4
US Share of Time Spent by Media – YOY Trend
37%
12%
4%
19%
22%
35%
12%
4%
18%
24%
34%
12%
4%
18%
26%
33%
12%
4%
18%
27%
...
5
In Brasil, time spent with internet is growing rapidly
DAILYMEDIA USERS IN BRASIL
65%
26%
21%
6% 1%
73%
37%
30%
7% 2%
20...
6
Mobile phones nearly as popular as PC computers for internet access in Brasil
DEVICES MOST FREQUENTLYUSED TOACCESS THE I...
7
1.678
2.292
1.530
1.909
Mobile penetration is growing rapidly in Brasil, taking share of internet time from PC
DESKTOP I...
8
What does a Smartphone Dominant consumer look like?
USERS WHO SPEND MOST OF THEIR TIMES ON THEIR SMARTPHONES, ANDARE USI...
9
21%
87%
78%
30%
11%
19%
49%
2% 3%
DEVICES SESSIONS TIME SPENT
Smartphone Dominant Users
dominate sessions and time
spent...
10
Today 1 in 5 mobile users are Smartphone Dominant
18% TODAY
11
In 3 years, half of mobile users will be Smartphone Dominant
47% WITHIN 3 YEARS
12
88%
of digital time spent is spent on apps
as opposed to browser
12
13
It’s clear that apps have won,
especially with Smartphone
Dominant users
I AGREE WITH THE FOLLOWING STATEMENTS
¢ Total ...
14
A DAY IN THE LIFE OF A
MOBILE APP USER
Flurry Research & Insights
14
15
Methodology | Flurry Analytics
STUDY OBJECTIVE:A DEEP DIVE INTO HOW CONSUMERS USE THEIR MOBILE DEVICES THROUGHOUT THE D...
16
Methodology | Flurry Analytics
STUDY OBJECTIVE:A DEEP DIVE INTO HOW CONSUMERS USE THEIR MOBILE DEVICES THROUGHOUT THE D...
17
THE STATE OF MOBILE
17
18
Brasilian app users spend
17 MILLION HOURS
in apps each day
18
19
Utility & productivity apps have
highest engagement, sports and
messaging/social apps closely
follow
TIME SPENT BYCATEG...
20
44%
19%
17%
12%
4%
3% 1%
Brasil mobile users spend much
more time on Sports apps than
global app users
TIME SPENT BYCAT...
21
Sports, lifestyle/shopping and health/fitness apps leadYoY growth in Brasil
YoY BRASIL SESSION GROWTH
SPORTS LIFESTYLE ...
22
119%
72% 70%
22% 16% 2%
-9% -14% -33%
29% 3%
175%
1%
-1%
12%
-3% -1% -4%
Brazil Global
Brasilians over-index in sports ...
23
WHAT DOES MOBILE APP CONSUMPTION LOOK
LIKE BY DEMOGRAPHIC?
23
24
Teens and young Millennials lead app engagement
AVERAGE SESSIONS PER DEVICE (BYAGE)
430
330
214
258
54
AVERAGE:
268 SES...
25
Engagement with categories of apps differs by audience
TIME SPENT COMP INDEX BY AGE
13-17 18-24 25-34 35-54 55+
Games 8...
26
Engagement with categories of apps differs by audience
TIME SPENT COMP INDEX BY AGE
13-17 18-24 25-34 35-54 55+
Games 8...
27
Teens 13-17 are relatively
more engaged on
social/messaging and
entertainment/
music/media apps
SPORTS LIFESTYLE &
SHOP...
28
Engagement with categories of apps differs by audience
TIME SPENT COMP INDEX BY AGE
13-17 18-24 25-34 35-54 55+
Games 8...
29
Younger Millennials (18-24) are
relatively more engaged on
social/messaging, lifestyle/shopping,
and entertainmentapps
...
30
Engagement with categories of apps differs by audience
TIME SPENT COMP INDEX BY AGE
13-17 18-24 25-34 35-54 55+
Games 8...
31
Older Millennials (25-34) are
relatively more engaged on
lifestyle/shopping, travel, and
news/magazine apps
SPORTS
LIFE...
32
Engagement with categories of apps differs by audience
TIME SPENT COMP INDEX BY AGE
13-17 18-24 25-34 35-54 55+
Games 8...
33
Gen X adults (age 35-54) are relatively
more engaged on sports, health/fitness,
and utility/productivity apps
SPORTS
LI...
34
Engagement with categories of apps differs by audience
TIME SPENT COMP INDEX BY AGE
13-17 18-24 25-34 35-54 55+
Games 8...
35
Boomers (age 55+) are much
more engaged on news/
magazines and games apps;
also relatively more engaged
on entertainmen...
36
MOBILE DAY IN THE LIFE
36
37
In Brasil mobile usage is constant, users are engaged throughout the day
5AM 6AM 7AM 8 AM 9AM 10AM 11AM 12PM 1PM 2PM 3P...
38
Cross-device usage happens most in the evenings
18%
9%
13%
60%
24%
8%
17%
50%
2% 11% 3%
84%
7AM - 10AM 11AM - 2PM 3PM -...
39
64
53
32
40
32 32
29
N/A
TV + LAPTOP TV + MOBILE LAPTOP + MOBILE ALL 3
Millennials Gen X
Emotional response is highest ...
40
Although TV is the device used the most, Smartphones actually receive the highest amount of
“primary attention”
PERCENT...
41
Digital is winning the battle for consumer attention when it comes to advertising
57%
of the time that a TV ad
was seen...
42
TOP THINGS TO KNOW
42
43
MOBILE IS GROWING
9:52Monday, March 7
MOBILE USAGE =
APP USAGE
44
45
PRODUCTIVITY
& UTILITY
CONSUMPTION RULES
IN BRASIL
SPORTS & LIFESTYLE/
SHOPPING APPS HAVE
HIGHEST GROWTH
45
46
ENGAGEMENT ACROSS APP CATEGORIES
IS UNIQUE BY DEMOGRAPHIC
47
APPS ARE THE EVENING
ENTERTAINMENT VEHICLE OF
CHOICE
THANK YOU!
Christina Choy | B2B Strategic Insights
49
APPENDIX
50
Mobile usage throughout the day is similar across audiences
TIME OF DAYAPP USAGE
7AM - 10AM 11AM – 2PM 3PM – 6PM 7PM – ...
51
Teens 13-17 engage with social/messaging and entertainment/music/media apps most in the
evenings
TIME OF DAYAPP USAGE
7...
52
Young Millennial 18-24 engage with lifestyle/shopping apps in the afternoon with a peak in
the evenings
TIME OF DAYAPP ...
53
Older Millennials 25-34 engage with news and travel apps in the morning and throughout the day;
lifestyle/shopping apps...
54
Health and fitness apps engage Gen X from morning to evening; sports engagement is high
throughout the day with a peak ...
55
Boomers engagement with news apps peaks in the early afternoon, engagement with game
apps peaks in the evenings
TIME OF...
56
Time spent on torso & tail
apps have grown significantly
GROWTH IN TIME SPENT BYAPP TYPE
US Daily Average
69 min 70 min...
57
Although TV is the device used the most, Smartphones actually receive the highest amount of
“primary attention”
PERCENT...
58
Gen X’ers are more proficient at ad avoidance, but Millennials are more responsive to ads
especially on smartphones
SHA...
59
Differences in emotional engagement between content and ad by device
GEN X’ERS ARE MORE RESPONSIVE TOADVERTISING ON DIF...
60
Multitasking in the evening makes individuals more receptive to advertising
EMOTIONAL RESPONSE TOADVERTISING PRIME EVEN...
61
Yahoo Mobile Inventory
Availability – Brasil
MONTHLYAVAILABILITY
Adult 18-24 30M
Adult 25-34 73M
Adult 35-54 990K
Adult...
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Apresentação de dados coletados pelo Flurry sobre os hábitos de uso de aplicativos pelos brasileiros

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Apresentação de Christina Choy, Market Research Manager do Yahoo! na Conferência Content e Mobile 2016 Digitalks. Palestra falou sobre: dados coletados pelo Flurry sobre os hábitos de uso de aplicativos pelos brasileiros

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Apresentação de dados coletados pelo Flurry sobre os hábitos de uso de aplicativos pelos brasileiros

  1. 1. Christina Choy | Market Research Manager | B2B Strategic Insights Mobile Insights
  2. 2. 2
  3. 3. 3
  4. 4. 4 US Share of Time Spent by Media – YOY Trend 37% 12% 4% 19% 22% 35% 12% 4% 18% 24% 34% 12% 4% 18% 26% 33% 12% 4% 18% 27% 2014 2015 2016 2017 37% 12% 4% 19% 22% 35% 12% 4% 18% 24% 34% 12% 4% 18% 26% 33% 12% 4% 18% 27% TV RADIO PRINT PC MOBILE
  5. 5. 5 In Brasil, time spent with internet is growing rapidly DAILYMEDIA USERS IN BRASIL 65% 26% 21% 6% 1% 73% 37% 30% 7% 2% 2013 2014 TV INTERNET RADIO NEWSPAPERS MAGAZINES
  6. 6. 6 Mobile phones nearly as popular as PC computers for internet access in Brasil DEVICES MOST FREQUENTLYUSED TOACCESS THE INTERNETACCORDING TO CONSUMERS IN BRASIL, NOV 2014 71% 66% 7% COMPUTER MOBILE TABLET
  7. 7. 7 1.678 2.292 1.530 1.909 Mobile penetration is growing rapidly in Brasil, taking share of internet time from PC DESKTOP INTERNET USAGE METRICS MARCH 2014 MARCH 2015 MARCH 2014 MARCH 2015 41% 50% 56% 63% 66% 68% 69% 2013 2014 2015 2016 2017 2018 2019 MOBILE PHONE INTERNET USER PENETRATION Average Minutes Average Pages -9% -17%
  8. 8. 8 What does a Smartphone Dominant consumer look like? USERS WHO SPEND MOST OF THEIR TIMES ON THEIR SMARTPHONES, ANDARE USING THEM TO REPLACE THEIR PC MOBILE FIRST 67% state that their smartphone replaces their PC, & is the main way they access the internet MOBILE LEAD 75% of their digital time is a mobile device; +50% vs. an average smartphone owner MOBILE IMMERSED +50% more activities done on a mobile devices vs. an average smartphone owner 8
  9. 9. 9 21% 87% 78% 30% 11% 19% 49% 2% 3% DEVICES SESSIONS TIME SPENT Smartphone Dominant Users dominate sessions and time spent on mobile devices DEVICE USAGE ¢ Light ¢ Medium ¢ Heavy: Smartphone Dominant User
  10. 10. 10 Today 1 in 5 mobile users are Smartphone Dominant 18% TODAY
  11. 11. 11 In 3 years, half of mobile users will be Smartphone Dominant 47% WITHIN 3 YEARS
  12. 12. 12 88% of digital time spent is spent on apps as opposed to browser 12
  13. 13. 13 It’s clear that apps have won, especially with Smartphone Dominant users I AGREE WITH THE FOLLOWING STATEMENTS ¢ Total smartphone users ¢ Current smartphone dominant ¢ Future smartphone dominant 45% 49% 57% 60% 48% 55% I STRONGLYPREFERAPPS OVER MOBILE WEBSITES ALL MOBILE WEBSITES SHOULD DELIVER AN APP-LIKE EXPERIENCE
  14. 14. 14 A DAY IN THE LIFE OF A MOBILE APP USER Flurry Research & Insights 14
  15. 15. 15 Methodology | Flurry Analytics STUDY OBJECTIVE:A DEEP DIVE INTO HOW CONSUMERS USE THEIR MOBILE DEVICES THROUGHOUT THE DAY. How do target audiences naturally consume & interact with mobile via apps in their everyday lives? 116K APPS TRACKED 89MM DEVICES 2.6BN SESSIONS AGGREGATED BRASILFLURRY DATAFROM AUGUST2015
  16. 16. 16 Methodology | Flurry Analytics STUDY OBJECTIVE:A DEEP DIVE INTO HOW CONSUMERS USE THEIR MOBILE DEVICES THROUGHOUT THE DAY. How do target audiences naturally consume & interact with mobile via apps in their everyday lives? AGENDA MOBILE DAY IN THE LIFE THE STATE OF MOBILE MOBILE CONSUMPTION BY DEMOGRAPHIC
  17. 17. 17 THE STATE OF MOBILE 17
  18. 18. 18 Brasilian app users spend 17 MILLION HOURS in apps each day 18
  19. 19. 19 Utility & productivity apps have highest engagement, sports and messaging/social apps closely follow TIME SPENT BYCATEGORY ¢ Utilities & Productivity ¢ Sports ¢ Messaging & Social ¢ Games ¢ Lifestyle & Shopping ¢ Music & Entertainment ¢ Health & Fitness ¢ News & Magazines 44% 19% 17% 12% 4% 3% 1%
  20. 20. 20 44% 19% 17% 12% 4% 3% 1% Brasil mobile users spend much more time on Sports apps than global app users TIME SPENT BYCATEGORY 40% 1% 23% 18% 5% 8% 2% 3% ¢ Utilities & Productivity ¢ Sports ¢ Messaging & Social ¢ Games ¢ Lifestyle & Shopping ¢ Music & Entertainment ¢ Health & Fitness ¢ News & Magazines
  21. 21. 21 Sports, lifestyle/shopping and health/fitness apps leadYoY growth in Brasil YoY BRASIL SESSION GROWTH SPORTS LIFESTYLE & SHOPPING HEALTH & FITNESS MESSAGING & SOCIAL NEWS & MAGAZINES UTILITIES & PRODUCTIVITY GAMES MUSIC, MEDIA& ENTERTAINMENT TRAVEL 119% 72% 70% 22% 16% 2% -9% -14% -33%
  22. 22. 22 119% 72% 70% 22% 16% 2% -9% -14% -33% 29% 3% 175% 1% -1% 12% -3% -1% -4% Brazil Global Brasilians over-index in sports and lifestyle/shopping growth, under-index in health/fitness growth YoY SESSION GROWTH SPORTS LIFESTYLE & SHOPPING HEALTH & FITNESS MESSAGING & SOCIAL NEWS & MAGAZINES UTILITIES & PRODUCTIVITY GAMES MUSIC, MEDIA& ENTERTAINMENT TRAVEL
  23. 23. 23 WHAT DOES MOBILE APP CONSUMPTION LOOK LIKE BY DEMOGRAPHIC? 23
  24. 24. 24 Teens and young Millennials lead app engagement AVERAGE SESSIONS PER DEVICE (BYAGE) 430 330 214 258 54 AVERAGE: 268 SESSIONS PER DEVICE EACH MONTH 13-17 18-24 25-34 35-54 55+
  25. 25. 25 Engagement with categories of apps differs by audience TIME SPENT COMP INDEX BY AGE 13-17 18-24 25-34 35-54 55+ Games 85 64 82 107 382 Health & Fitness 26 46 113 130 52 Lifestyle & Shopping 27 169 380 43 81 Messaging & Social 179 178 118 60 40 Music, Media & Entertainment 173 125 116 70 237 News & Magazines 28 76 158 97 513 Sports 38 56 55 137 15 Travel 20 79 224 94 261 Utilities & Productivity 74 71 75 121 32 85 26 27 179 173 28 38 20 74 64 46 169 178 125 76 56 79 71 82 113 380 118 116 158 55 224 75 107 130 43 60 70 97 137 94 121 382 52 81 40 237 513 15 261 32
  26. 26. 26 Engagement with categories of apps differs by audience TIME SPENT COMP INDEX BY AGE 13-17 18-24 25-34 35-54 55+ Games 85 64 82 107 382 Health & Fitness 26 46 113 130 52 Lifestyle & Shopping 27 169 380 43 81 Messaging & Social 179 178 118 60 40 Music, Media & Entertainment 173 125 116 70 237 News & Magazines 28 76 158 97 513 Sports 38 56 55 137 15 Travel 20 79 224 94 261 Utilities & Productivity 74 71 75 121 32 85 26 27 179 173 28 38 20 74 64 46 169 178 125 76 56 79 71 82 113 380 118 116 158 55 224 75 107 130 43 60 70 97 137 94 121 382 52 81 40 237 513 15 261 32
  27. 27. 27 Teens 13-17 are relatively more engaged on social/messaging and entertainment/ music/media apps SPORTS LIFESTYLE & SHOPPING TRAVEL NEWS & MAGAZINES HEALTH & FITNESS MESSAGING & SOCIAL UTILITIES & PRODUCTIVITY GAMES MEDIA & ENTERTAINMENT
  28. 28. 28 Engagement with categories of apps differs by audience TIME SPENT COMP INDEX BY AGE 13-17 18-24 25-34 35-54 55+ Games 85 64 82 107 382 Health & Fitness 26 46 113 130 52 Lifestyle & Shopping 27 169 380 43 81 Messaging & Social 179 178 118 60 40 Music, Media & Entertainment 173 125 116 70 237 News & Magazines 28 76 158 97 513 Sports 38 56 55 137 15 Travel 20 79 224 94 261 Utilities & Productivity 74 71 75 121 32 85 26 27 179 173 28 38 20 74 64 46 169 178 125 76 56 79 71 82 113 380 118 116 158 55 224 75 107 130 43 60 70 97 137 94 121 382 52 81 40 237 513 15 261 32
  29. 29. 29 Younger Millennials (18-24) are relatively more engaged on social/messaging, lifestyle/shopping, and entertainmentapps SPORTS LIFESTYLE & SHOPPING TRAVEL NEWS & MAGAZINES HEALTH & FITNESS MESSAGING & SOCIAL UTILITIES & PRODUCTIVITY GAMES MEDIA & ENTERTAINMENT
  30. 30. 30 Engagement with categories of apps differs by audience TIME SPENT COMP INDEX BY AGE 13-17 18-24 25-34 35-54 55+ Games 85 64 82 107 382 Health & Fitness 26 46 113 130 52 Lifestyle & Shopping 27 169 380 43 81 Messaging & Social 179 178 118 60 40 Music, Media & Entertainment 173 125 116 70 237 News & Magazines 28 76 158 97 513 Sports 38 56 55 137 15 Travel 20 79 224 94 261 Utilities & Productivity 74 71 75 121 32 85 26 27 179 173 28 38 20 74 64 46 169 178 125 76 56 79 71 82 113 380 118 116 158 55 224 75 107 130 43 60 70 97 137 94 121 382 52 81 40 237 513 15 261 32
  31. 31. 31 Older Millennials (25-34) are relatively more engaged on lifestyle/shopping, travel, and news/magazine apps SPORTS LIFESTYLE & SHOPPING TRAVEL NEWS & MAGAZINES HEALTH & FITNESS MESSAGING & SOCIAL UTILITIES & PRODUCTIVITY GAMES MEDIA & ENTERTAINMENT
  32. 32. 32 Engagement with categories of apps differs by audience TIME SPENT COMP INDEX BY AGE 13-17 18-24 25-34 35-54 55+ Games 85 64 82 107 382 Health & Fitness 26 46 113 130 52 Lifestyle & Shopping 27 169 380 43 81 Messaging & Social 179 178 118 60 40 Music, Media & Entertainment 173 125 116 70 237 News & Magazines 28 76 158 97 513 Sports 38 56 55 137 15 Travel 20 79 224 94 261 Utilities & Productivity 74 71 75 121 32 85 26 27 179 173 28 38 20 74 64 46 169 178 125 76 56 79 71 82 113 380 118 116 158 55 224 75 107 130 43 60 70 97 137 94 121 382 52 81 40 237 513 15 261 32
  33. 33. 33 Gen X adults (age 35-54) are relatively more engaged on sports, health/fitness, and utility/productivity apps SPORTS LIFESTYLE & SHOPPING TRAVELNEWS & MAGAZINES HEALTH & FITNESS MESSAGING & SOCIAL UTILITIES & PRODUCTIVITY GAMES MEDIA & ENTERTAINMENT
  34. 34. 34 Engagement with categories of apps differs by audience TIME SPENT COMP INDEX BY AGE 13-17 18-24 25-34 35-54 55+ Games 85 64 82 107 382 Health & Fitness 26 46 113 130 52 Lifestyle & Shopping 27 169 380 43 81 Messaging & Social 179 178 118 60 40 Music, Media & Entertainment 173 125 116 70 237 News & Magazines 28 76 158 97 513 Sports 38 56 55 137 15 Travel 20 79 224 94 261 Utilities & Productivity 74 71 75 121 32 85 26 27 179 173 28 38 20 74 64 46 169 178 125 76 56 79 71 82 113 380 118 116 158 55 224 75 107 130 43 60 70 97 137 94 121 382 52 81 40 237 513 15 261 32
  35. 35. 35 Boomers (age 55+) are much more engaged on news/ magazines and games apps; also relatively more engaged on entertainment/music/media and travel apps SPORTS LIFESTYLE & SHOPPING TRAVEL NEWS & MAGAZINES HEALTH & FITNESS MESSAGING & SOCIAL UTILITIES & PRODUCTIVITY GAMES MEDIA & ENTERTAINMENT
  36. 36. 36 MOBILE DAY IN THE LIFE 36
  37. 37. 37 In Brasil mobile usage is constant, users are engaged throughout the day 5AM 6AM 7AM 8 AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM 1AM 2AM 3AM 4AM Brazil Global %OFDAILYSESSIONS HOUR OF DAY
  38. 38. 38 Cross-device usage happens most in the evenings 18% 9% 13% 60% 24% 8% 17% 50% 2% 11% 3% 84% 7AM - 10AM 11AM - 2PM 3PM - 6PM 7PM - 11PM Full Sample Millennials Gen X'ers
  39. 39. 39 64 53 32 40 32 32 29 N/A TV + LAPTOP TV + MOBILE LAPTOP + MOBILE ALL 3 Millennials Gen X Emotional response is highest when multi-tasking between TV + a digital device, particularly with Millennials EMOTIONAL RESPONSE TO MULTITASKING – DURING PRIME EVENING HOURS
  40. 40. 40 Although TV is the device used the most, Smartphones actually receive the highest amount of “primary attention” PERCENT OF TIME USING DEVICE AS THE PRIMARY DEVICE – DURING PRIME EVENING TIME 94% of time that a Smartphone is being touched in these prime evening hours, its has the user's primary attention
  41. 41. 41 Digital is winning the battle for consumer attention when it comes to advertising 57% of the time that a TV ad was seen, attention was deployed to another device 15% deploy attention to another device when they see a laptop ad 25% deploy attention to another device when they see a Smartphone ad
  42. 42. 42 TOP THINGS TO KNOW 42
  43. 43. 43 MOBILE IS GROWING
  44. 44. 9:52Monday, March 7 MOBILE USAGE = APP USAGE 44
  45. 45. 45 PRODUCTIVITY & UTILITY CONSUMPTION RULES IN BRASIL SPORTS & LIFESTYLE/ SHOPPING APPS HAVE HIGHEST GROWTH 45
  46. 46. 46 ENGAGEMENT ACROSS APP CATEGORIES IS UNIQUE BY DEMOGRAPHIC
  47. 47. 47 APPS ARE THE EVENING ENTERTAINMENT VEHICLE OF CHOICE
  48. 48. THANK YOU! Christina Choy | B2B Strategic Insights
  49. 49. 49 APPENDIX
  50. 50. 50 Mobile usage throughout the day is similar across audiences TIME OF DAYAPP USAGE 7AM - 10AM 11AM – 2PM 3PM – 6PM 7PM – 10PM 11PM – 6AM %OFTOTALAPPSESSIONS 13-17 18-24 25-34 35-55 55+
  51. 51. 51 Teens 13-17 engage with social/messaging and entertainment/music/media apps most in the evenings TIME OF DAYAPP USAGE 7AM – 10:59AM 11AM – 2:59PM 3PM – 6:59PM 7PM – 10:59PM 11PM – 6:59AM %OFTOTALAPPSESSIONS 13-17 Messaging&Social MusicMedia&Entertainment
  52. 52. 52 Young Millennial 18-24 engage with lifestyle/shopping apps in the afternoon with a peak in the evenings TIME OF DAYAPP USAGE 7AM – 10:59AM 11AM – 2:59PM 3PM – 6:59PM 7PM – 10:59PM 11PM – 6:59AM %OFTOTALAPPSESSIONS 18-24 Lifestyle&Shopping Messaging&Social MusicMedia&Entertainment
  53. 53. 53 Older Millennials 25-34 engage with news and travel apps in the morning and throughout the day; lifestyle/shopping apps most in the evenings, but also throughout the day TIME OF DAYAPP USAGE 7AM – 10:59AM 11AM – 2:59PM 3PM – 6:59PM 7PM – 10:59PM 11PM – 6:59AM %OFTOTALAPPSESSIONS 25-34 Lifestyle&Shopping News&Magazines Travel
  54. 54. 54 Health and fitness apps engage Gen X from morning to evening; sports engagement is high throughout the day with a peak in the evenings TIME OF DAYAPP USAGE 7AM – 10:59AM 11AM – 2:59PM 3PM – 6:59PM 7PM – 10:59PM 11PM – 6:59AM %OFTOTALAPPSESSIONS 35-54 Health&Fitness Sports Utilities&Productivity
  55. 55. 55 Boomers engagement with news apps peaks in the early afternoon, engagement with game apps peaks in the evenings TIME OF DAYAPP USAGE 7AM – 10:59AM 11AM – 2:59PM 3PM – 6:59PM 7PM – 10:59PM 11PM – 6:59AM %OFTOTALAPPSESSIONS 55+ Games MusicMedia&Entertainment News&Magazines Travel
  56. 56. 56 Time spent on torso & tail apps have grown significantly GROWTH IN TIME SPENT BYAPP TYPE US Daily Average 69 min 70 min70 min 85 min TOP 25 APPS TORSO & TAIL Q1 2014 Q3 2014 Q1 2014 Q3 2014 +1% +21%
  57. 57. 57 Although TV is the device used the most, Smartphones actually receive the highest amount of “primary attention” PERCENT OF TIME USING DEVICE AS THE PRIMARY DEVICE – DURING PRIME EVENING HOURS 94% of the time that a Smartphone is being touched during these hours, it is being used as the primary device. SMARTPHONE TV LAPTOP 94% 83% 80%
  58. 58. 58 Gen X’ers are more proficient at ad avoidance, but Millennials are more responsive to ads especially on smartphones SHARE OF TOTALAD EXPOSURE EMOTIONAL RESPONSE TOADS 67% 33% 46 55 40 49 TVAds SmartphoneAds AVERAGE EMOTIONAL RESPONSEFOR THE DAY ¢ Millennials ¢ Gen X’ers
  59. 59. 59 Differences in emotional engagement between content and ad by device GEN X’ERS ARE MORE RESPONSIVE TOADVERTISING ON DIFFERENT DEVICES THAN THEYARE TO THE CONTENT ITSELF. THIS MAYBE DUE TO LOWERAD LOADS ON DIGITAL DEVICES AND MORE PERSONALIZED EXPERIENCES 55 51 39 41 46 55 40 49 TV Mobile TV Mobile MILLENNIALS GEN X’ERS ¢ Content ¢ Ads ¢ Content ¢ Ads
  60. 60. 60 Multitasking in the evening makes individuals more receptive to advertising EMOTIONAL RESPONSE TOADVERTISING PRIME EVENING HOURS 42 32 48 34 MILLENNIALS GEN X'ERS UNITASKING MULTITASKING UNITASKING MULTITASKING +13% +6% Evening is the only time of day where multitasking increases emotional response to ads. Millennials really display their proficiency at multi- tasking here. Gen X’ers are mainly unitasking with TV where they are mainly engaged in the content and not the advertising.
  61. 61. 61 Yahoo Mobile Inventory Availability – Brasil MONTHLYAVAILABILITY Adult 18-24 30M Adult 25-34 73M Adult 35-54 990K Adult 55+ 57.6K Total 140M

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