2017美国移动应用报告_57页-2mb

2017 U.S. Mobile App Report Summary

Core Content

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

Main Points and Key Findings

1. Mobile Apps Drive Digital Media Consumption

• 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 daily on apps.
• App usage is more concentrated than mobile web usage: the top 10 apps account for 95%+ of total app time, with less than 30% of app time spent outside the Top 50.
• Top apps by unique visitors include Facebook, Google, YouTube, Snapchat, and Instagram.

2. App Download and Usage Habits

• Most smartphone users (63%) do not download any apps in a month, and the average user downloads two apps per month.
• App discovery is declining across channels, including app stores, word-of-mouth, and advertising.
• Millennials are more likely to download paid apps and make in-app purchases, with 20% downloading an average of one paid app per month and nearly half making five or more in-app purchases annually.
• App addition/deletion habits show that Millennials are more active in managing their app libraries, while older users are more likely to be net app deleters.
• App aesthetics influence deletion decisions, with Millennials more likely to delete apps they don’t like on their home screen.

3. App Organization and Accessibility

• Smartphone users tend to organize apps into folders, especially younger users.
• Millennials are more likely to strategically position apps based on thumb reach, especially on iPhone.
• Facebook is the most essential app for most users, but functional apps like Amazon and Google Maps are also highly favored.
• Push notification fatigue decreased in 2017, but Millennials still strongly agree to app notifications, leading to higher annoyance levels.

4. Fast-Growing Apps and Market Trends

• Fast-growing apps include marketplaces and services that benefit from network effects.
• Wattpad, Pocket, Waze, Telegram, and Robinhood are among the fast-growing apps noted in the report.
• The top hidden gem apps reported by users include Wattpad, Pocket, and Waze.

5. App Content Categories

• Top categories by time spent include entertainment and communication.
• News apps have seen a significant shift in user engagement from web to apps.
• Retail apps (e.g., Amazon) have 75% user penetration.
• Gaming apps (e.g., Words With Friends) have 67% user penetration.
• Travel apps (e.g., Uber) have 27% user penetration.
• Sports apps (e.g., ESPN) have 23% user penetration.
• Dating apps (e.g., Tinder) have 11% user penetration.

Summary

The report underscores the dominant role of mobile apps in digital media consumption, especially among young users. While Millennials are the most engaged and active users, there are signs of app fatigue and declining interest in new apps. App discovery channels are less effective, and user behavior is increasingly influenced by personal preferences and usability. The concentration of usage in top apps and the decline in long-tail app engagement suggest that the market is becoming more saturated and users are more selective. Overall, the report highlights a maturing mobile app ecosystem with stable top apps and emerging fast-growing services.