Dive Brief:
- A survey based report from Forrester Research shows that mobile users in the U.S. and U.K. spend 80% of time spent in just five major apps—despite using 24 apps per month on average.
- Topping the list of time spent are Facebook's mobile app and Google's suite of apps like YouTube, Maps, and Gmail.
- Advertising is also concentrated in a few top apps, with Facebook and Google at the top of that list as well.
Dive Insight:
It's telling that while mobile users open about 24 apps per month, they are really only using about five on average. The findings help explain Facebook's mobile advertising cash cow—and is also likely a cold splash of water for mobile marketers not targeting consumers on the most popular apps. Whether all advertising should be be focused on those apps remains to be seen, but it's safe to say that reaching mobile users is best done on the top apps.
