2017美国移动应用报告（英文版）_55页_2mb

2017 U.S. Mobile App Report Summary

Core Content Overview

The 2017 U.S. Mobile App Report provides an in-depth analysis of mobile app usage, download habits, and user behavior across different age groups. It highlights the dominance of mobile apps in digital media consumption, the preferences of various demographics, and the evolution of app engagement trends.

Main Points

1. App Usage Dominance

• Mobile apps account for half of all digital media time spent, with smartphone apps being the primary source.
• Smartphone users aged 18-24 spend over 3 hours per day on apps, with 2/3 of their digital media time spent on smartphone apps alone.
• Smartphone apps dominate time spent compared to mobile web, with a 87% to 13% split.
• The top 10 smartphone apps account for 95%+ of app usage time, indicating a high concentration of activity.

2. App Download Habits

• The majority of smartphone users do not download any apps in a month, with the average user downloading 2 apps per month.
• App discovery channels like app stores, word-of-mouth, and advertising have seen declines.
• Millennials are more open to new apps and are more likely to make in-app purchases (nearly half make 5+ purchases annually).
• App curation is increasingly important, especially among Millennials, who consider thumb reach when positioning apps on their screens.

3. App Deletion and User Preferences

• The top reason for deleting apps is usage frequency.
• Millennials are more likely to delete apps they don’t like visually on their home screen.
• App fatigue is growing, particularly with push notifications, which Millennials are more permissive about but also more annoyed by.

4. Top & Fast-Growing Apps

• Facebook and Google dominate the top 10 apps, with Snapchat and Pandora also in the top.
• Facebook is the most essential app for users across all age groups.
• Fast-growing apps are often marketplaces or services leveraging network effects.
• Amazon is the top app in the Retail category, while Uber leads in Travel.

5. App Content Categories

• The top 6 app categories account for 2/3 of app time, with entertainment and communication being the most popular.
• News has seen a significant shift to apps, with 77% of users accessing it via apps.
• Gaming apps have a 67% penetration rate, and Dating apps have 11%.
• Usage patterns vary by age, with younger users favoring social and entertainment apps, and older users preferring news and retail apps.

Key Findings

• App addiction is more common among Millennials, who are more likely to check apps frequently.
• App curation is a growing trend, especially with folder usage increasing among all age groups.
• App discovery is declining, suggesting less interest in new apps.
• The top apps are largely functional and social, with usage frequency and design being key factors in app retention.
• Push notification fatigue is on the rise, with Millennials being the most affected due to their high engagement and frequent use of notifications.

Summary

The report emphasizes that mobile apps are the dominant medium for digital media consumption, with a high concentration of usage time in a few top apps. Millennials are the most engaged and addicted users, showing a strong preference for social and entertainment apps, while older users favor functional and news-related apps. App discovery and interest in new apps are waning, and folder organization is becoming a common practice. Push notifications are increasingly problematic, especially for younger users, who are more likely to be annoyed by them despite being more permissive in allowing them. Overall, the market appears to be reaching a peak in app usage, with fewer revolutionary apps emerging in recent years.