Mobile Apps - US - October 2016
"Mobile app use is ever-present, with most consumers using apps daily or often several times day. Apps allow brands from all industries to provide consumers with tools to make their lives more convenient or simply as a way to stay informed and entertained. Advertisers have a challenge influencing mobile app users, as word of mouth and recommendations remain the primary drivers of influence. Demographics play a key role in how consumers discover and use mobile apps and what features they are looking for."
- Alison Lipson, Category Manager - Retail & Apparel
This report discusses the following key topics:
Convenience and communication are primary roles for apps
App usage is a daily ritual
Advertisements struggle to gain influence