comscore, Inc. Proprietary.

comscore, Inc. Proprietary.

About this report The 2015 U.S. Mobile App Report leverages several data sources unique to comscore: The report is based primarily on behavioral measurement from comscore Media Metrix Multi-Platform, which provides deduplicated reporting of digital audiences across desktop computers, smartphones and tablets, and comscore Mobile Metrix, which provides deduplicated reporting of mobile web and app audiences across both smartphones and tablets. The report also includes survey-based data from comscore MobiLens. Custom analytics data derived from the aforementioned products data streams is also included. The report also incorporates results from a survey of 1,084 smartphone users to understand their habits. Important Definitions: o o o Any reference to mobile means the combination of smartphone and tablet. When data is referring specifically smartphones or tablets, it will be labeled accordingly. All mobile data is based on Age 18+ population. A unique visitor is a person who visits an app or digital media property at least once over the course of a month. This metric, in app parlance, is equivalent to a monthly active user/mau. A daily visitor is similar to a daily active user/dau. For more information about subscribing to comscore services, please contact us at www.comscore.com/learnmore. comscore, Inc. Proprietary. 2

Table of Contents App Overview PAGE 4 App Audiences PAGE 11 App User Habits PAGE 18 Top & Fast-Growing Apps PAGE 27 Content Categories PAGE 36 Social & Entertainment Apps PAGE 41 App Ads & Monetization PAGE 51 comscore, Inc. Proprietary. 3

App Overview comscore, Inc. Proprietary. 4

Total Minutes (MM) Digital media usage time is exploding right now, and it s predominantly being driven by mobile apps. Growth in Digital Media Time Spent Source: comscore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Desktop Mobile App Mobile Browser Over the past two years, total digital 77,081 409,847 97,440 621,410 118,299 778,954 476,553 480,967 550,522 Jun-2013 Jun-2014 Jun-2015 +53% vs. 2013 +90% vs. 2013 +16% vs. 2013 media usage has grown 49% with mobile apps having grown 90% and contributing to 77% of the total increase in time spent. Mobile browser is also seeing very strong growth at 53% and even desktop is still rising. comscore, Inc. Proprietary. 5

Smartphone App Share of Time Spent Smartphone apps are eating up the digital universe and are now close to being a majority of all digital media time. Smartphone App Share of Platform Time Spent Source: comscore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience 90% 80% 70% 60% 50% 40% 79% 66% 33% +3pts Smartphone app share of MOBILE APP +5pts Smartphone app share of MOBILE 30% Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015 82% 71% 44% +11pts Smartphone app share of TOTAL DIGITAL Smartphone apps are rapidly approaching half of total digital media time spent. They already account for the vast majority of total mobile and mobile app time spent and are gaining share among every segment of the market. comscore, Inc. Proprietary. 6

% Share of Digital Media Time Spent Mobile now represents almost 2 out of 3 digital media minutes, and mobile apps alone now constitute a majority. Share of Digital Media Time Spent by Platform Source: comscore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience 65% 60% 55% 50% 45% 40% 35% 51% 49% 42% +11pts Share of Digital Time Spent on MOBILE +12pts Share of Digital Time Spent on MOBILE APP -11pts Share of Digital Time Spent on DESKTOP 62% 54% 38% Although desktop is not declining in total engagement, it is losing share to mobile which now accounts for 62% of digital media time spent. And mobile apps on their own now drive the majority of digital media time spent at 54%. 30% Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015 comscore, Inc. Proprietary. 7

Smartphone apps have driven most of the growth in digital media usage in the past 2 years. Share of Growth in Total Digital Time Spent: June 2015 vs. June 2013 Source: comscore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience TABLET SMARTPHONE 7% 12% 2% SHARE OF GROWTH IN DIGITAL TIME (JUNE 2015 vs. JUNE 2013) 65% 15% DESKTOP Every component is contributing to the massive growth in digital time spent over the past two years, but it is the smartphone app that has been the biggest driver by far. It has accounted for two-thirds of all growth in digital media engagement during that timeframe. comscore, Inc. Proprietary. 8

Average Monthly Hours per Visitor App usage time is being driven heavily by Millennials on smartphones, while older segments skew on tablet apps. Average Monthly Hours per App Visitor by Age Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 100 80 60 40 20 68.2 29.6 90.6 34.7 Smartphone 82.5 73.1 23.5 Tablet 26.6 57.5 30.8 40.7 39.8 34.0 32.5 Millennials spend an exorbitant amount of time on their smartphone apps, and usage declines with age. Tablet app engagement is much lower on average, but generally increases with age outside of the 18-24 year-old segment. 0 Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ comscore, Inc. Proprietary. 9

Share of Mobile Time Spent Apps dominate mobile web in time spent. But these stats only tell part of the story, especially when looking at driving audiences Share of Time Spent on Mobile: App vs. Browser Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 100% 80% 60% 40% 20% App Browser 13% 12% 87% 88% 17% 83% The lower share of app time spent on tablets is likely due to the device s larger screen, which makes for a better web browsing experience, and a fewer number of apps available for tablets vs. smartphones. 0% Mobile Smartphone Tablet comscore, Inc. Proprietary. 10

App Audiences comscore, Inc. Proprietary. 11

Unique Visitors (MM) Multi-platform digital audiences are getting much bigger on average, and it s all because of mobile. Avg. Monthly Audience for Top 1000 Properties for Total Digital, Mobile, and Desktop Source: comscore Media Metrix Multi-Platform, U.S., Total Audience 16 14 12 10 8 6 4 12.3 6.9 6.5 15.0 TOTAL DIGITAL MOBILE 9.7 6.8 DESKTOP +22% y/y +41% y/y +1% y/y Over the past year, average digital audience size has grown 22% among the top 1000 properties. Mobile audiences have grown 41% in that time vs. a 1% gain on desktop. Mobile audiences first passed desktop in June 2014. comscore, Inc. Proprietary. 12

Unique Visitors (000) And mobile audience growth is being driven more by mobile web properties, which are actually bigger and growing faster than apps. Average Monthly Audience: Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties Source: comscore Mobile Metrix, U.S., Age 18+ 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 Apps Mobile Web +21% +42% y/y y/y A comparison of the Top 1000 Apps vs. the Top 1000 Mobile Web Properties shows a surprising result. Not only do mobile web properties have audiences that are more than 2.5x the size, but these audiences are also growing twice as fast. - Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 comscore, Inc. Proprietary. 13

Unique Visitors (000) But mobile web audiences also tend to be a mile wide and an inch deep. As audiences increase, average time on mobile web declines. Top 1000 Mobile Web Properties: Average Audience and Time Spent Trend Source: comscore Mobile Metrix, U.S., Age 18+ 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Mobile Web Unique Visitors (000) Mobile Web Average Minutes per Visitor Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 14 12 10 8 6 4 2 0 Average Minutes per Visitor As average mobile web audiences climb, the depth of average engagement has steadily declined, suggesting an increase in drive-by traffic. While this traffic can help establish larger audience reach for mobile media properties, there may also be limits to the advertising opportunity it creates. comscore, Inc. Proprietary. 14

Number of Apps Nevertheless, app audiences are growing. And the number of apps reaching 5/10/20 million monthly visitors has jumped. Number of Mobile Apps That Reached Unique Visitor Milestones Source: comscore Mobile Metrix, U.S., Age 18+ 140 120 100 80 60 5-10 MM 10-20 MM 20 MM + +29% 21 +43% 23 +24% 27 33 There are a growing number of mobile apps reaching large audiences in the millions, proving that apps should not only be viewed in terms of engagement metrics alone. 40 20 0 51 Jun-2014 63 Jun-2015 comscore, Inc. Proprietary. 15

Number of Web Properties/Apps But, it s still much easier to build a large audience on the desktop and mobile web because of more fluid linking of content. Number of Web Properties vs. Mobile Apps That Reached Unique Visitor Milestones Source: comscore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2015 500 450 400 350 300 250 200 150 100 50 0 71 84 159 5-10 MM 10-20 MM 20 MM + Despite growing audiences on apps, the existing digital infrastructure makes 93 122 218 Desktop Mobile Web Mobile App 27 33 63 it harder to build large audiences on apps than on the web. As evidenced, the mobile web still has 3.5x more web properties with 5 million unique visitors than apps have. comscore, Inc. Proprietary. 16

Establishing app audiences is harder, but their real value is in their loyalty. They spend 18x more time on apps than mobile web visitors. Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 Monthly Unique Visitors (MM) 8.9 3.3 App Mobile Web Average Monthly Minutes per Visitor 201.8 10.9 App Mobile Web It may be more challenging to build a large audience on apps, but those app users are a very loyal bunch. They spend more than 3 hours per month on the Top 1000 apps on average about 18x greater than what mobile web visitors spend on their Top 1000 properties. comscore, Inc. Proprietary. 17

App User Habits comscore, Inc. Proprietary. 18

% of Smartphone Users Smartphone users rely most on the app store for app discovery, and more Millennials seek out apps across all methods of discovery. Smartphone App Discovery Method as a % of Users Source: comscore MobiLens, U.S., Age 13+, 3 Month Average Ending June 2015 30% 25% 20% 15% 10% 5% 0% 27% 18% 12% Searched app store 19% 14% 11% 20% 11% 7% via friend/ family Featured/ Top List in app store Age 18-34 Age 35-54 Age 55+ 13% 8% 3% via comment/ review/ social site 11% 9% 10% 8% 6% 6% via a website via news/ print review/ TV show 11% 7% via Ad on device browser/ app 9% 5% 3% 3% via Ad on TV/ print/ billboard Since Millennials are heavier app users, it makes sense that they also would be more inclined to go out and discover new apps from a variety of methods. This age group is a great target for app advertising, and are likely a big driver of the growth in app install ads. comscore, Inc. Proprietary. 19

Smartphone home screen real estate is scarce, and frequency of usage determines which apps get promoted to this screen. Q: Which factors, if any, influence your decision to move any of your apps to your home screen? Source: comscore Custom Survey, U.S., Age 18+, August 2015 How often I use the app Easier access I often need to access the app quickly My interest in that app or kind of app I like how the logo looks on my home screen None/ I have not purposely moved apps to my home screen 11% 21% 21% 32% 44% 46% The desire to access certain apps easily and rapidly are other key drivers in determining which apps get placed on the home screen. Only 1 out of 5 smartphone users made no effort to customize which apps appear on their home screen. comscore, Inc. Proprietary. 20

3 in 4 smartphone users keep their most used app on the home screen and fully in view, outside the confines of an app folder. Q: Where is the mobile app you use most often located? Source: comscore Custom Survey, U.S., Age 18+, August 2015 9% 8% 1% 4% Home Screen - Individual App 6% Secondary Screen - Individual App Menu of All Mobile Apps Home Screen - In Folder Secondary Screen - In Folder Other 73% Nearly 3 out of every 4 smartphone users prefer to keep their most frequently used app in the location with the least amount of friction on their phone one click away on their home screen. About 1 in 10 keep their most used app outside a folder on a secondary screen. comscore, Inc. Proprietary. 21

Share of Time Spent on Apps Half of all time spent on smartphone apps occurs on the individual s single most used app. And it s almost 60% on tablets. Share of Time Spent on Apps Across Ranks Source: comscore Custom Analytics, U.S., Age 18+, June 2015 70% 60% 50% 40% 30% 20% 10% 0% 50% 59% 18% 19% 10% 9% 6% 5% Smartphone Tablet Nearly 4 out of 5 smartphone app minutes are spent on the individual s Top 3 apps, despite the average smartphone user visiting 25 apps per month. Tablet users are even more engaged with their 4% 3% 3% 4% 2% 2% 1% 2% 1% 1% 0% 1% 0% 1% 1 2 3 4 5 6 7 8 9 10 11+ Individuals Top Ranked App by Usage top apps, with 87% of their app usage occurring on their Top 3. comscore, Inc. Proprietary. 22

% of Smartphone Users Your Dad s not the only one who operates his smartphone with two hands it s a generational thing. % of Smartphone Users by Age Segment Who Only Operate Phone with Two Hands Source: comscore Custom Analytics, U.S., Age 18+, June 2015 40% 35% 30% 25% 20% 15% 10% 5% 0% 34% 19% 15% 9% Total Age 18+ Age 18-34 Age 35-54 Age 55+ Higher levels of comfort and familiarity with the device, as well as a greater tendency to multi-task, are likely why younger generations are more inclined to use their smartphone with only one hand vs. their older counterparts. Older demos use their phones like, well, your parents do. comscore, Inc. Proprietary. 23

One-handed smartphone users consciously decide on where apps are positioned on their phones based on thumb reach. Q: Agree/Disagree: The ease with which I m able to reach an app with my thumb when operating my phone affects where I have positioned that app on my smartphone?* Source: comscore Custom Survey, U.S., Age 18+, August 2015 Age 55+ Age 35-54 Age 18-34 17% 13% 11% Disagree No Opinion Agree 26% 29% 33% 61% 60% 51% 0% 20% 40% 60% 80% 100% The majority of onehanded smartphone users of all ages consider thumb reach when positioning apps on their phone. Those age 55+ are somewhat less likely to practice this behavior, but overall it appears that thumb reach is an important consideration across all age groups. * One-handed smartphone users who responded that they Strongly Agree or Somewhat Agree with the above statement were combined into a single group labeled Agree. Similarly, the Disagree group of respondents consists of one-handed smartphone users who stated that they Strongly Disagree or Somewhat Disagree. comscore, Inc. Proprietary. 24

Smartphone users are as likely to accept push notifications as reject, indicating a need to balance utility with intrusiveness. Q: How often do you agree to an app s request to allow push notifications? Source: comscore Custom Survey, U.S., Age 18+, August 2015 31% 33% 9% 22% 36% 22% 11% Never Rarely Sometimes Often Always Push notifications can often be the lifeblood of an app a crucial method to keep its users actively engaged and from abandoning it over time. But it can also backfire, appear intrusive and ultimately annoy users. Smartphone users are split as to whether they get utility from this feature. comscore, Inc. Proprietary. 25

Smartphone users are more comfortable sharing location info than receiving notifications. Privacy less of a concern than annoyance? Q: Agree/Disagree: I am comfortable with apps accessing my geographic location information. Source: comscore Custom Survey, U.S., Age 18+, August 2015 31% 42% 12% 19% 28% 29% 13% Strongly Somewhat Neither Agree Somewhat Strongly Disagree Disagree nor Disagree Agree Agree The same percentage of smartphone users who typically reject push notifications also cite some uneasiness in sharing their geographic location. Still, with 4 in 10 users comfortable enabling these services, there likely exists a greater concern for app intrusiveness than app privacy. comscore, Inc. Proprietary. 26

Top & Fast-Growing Apps comscore, Inc. Proprietary. 27

The list of Top 25 mobile apps is dominated by the leading digital media companies and tends to concentrate within a few categories. Top 25 Mobile Apps by Unique Visitors with Y/Y Growth Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 / June 2014 Social Entertainment Utilities Retail Facebook YouTube Facebook Messenger Google Search Google Play Google Maps Pandora Radio Gmail Instagram Apple Music* Apple Maps Yahoo Stocks Amazon Mobile Twitter Pinterest The Weather Channel Snapchat Google+ Netflix Weather Channel Widget Google Drive ebay Spotify Walmart Yahoo Mail 49,701 49,349 46,398 43,688 41,345 40,847 35,841 34,098 33,115 32,778 32,028 29,779 24,957 24,688 22,019 21,650 81,090 77,387 76,471 74,221 67,902 63,060 98,929 95,670 125,727 9% 18% 144% 16% 7% 19% 8% 13% 35% 22% 17% 10% 65% 19% 66% 17% 29% 15% 18% N/A 309% 12% 236% 402% 23% The Top 6 and 8 of the Top 9 apps are owned by Facebook or Google. The Top 25 apps can all be broadly classified as either Utilities (9), Social (7), Entertainment (6), or Retail (3), highlighting some of the most critical needs that apps fulfill. * Apple Music, as it appears above, is the same measured entity as the previously named itunes Radio/iCloud. This entity, now under the new name, is referring to Apple s native music app, which captures all music activity within that app, including listening via the streaming service, radio service and users personally downloaded music libraries. comscore, Inc. Proprietary. 28

% of Facebook App Users Facebook ranks as the #1 smartphone app by total time spent for almost half its user base an astounding number. Facebook s Rank Among its Smartphone App Users Source: comscore Custom Analytics, U.S., Age 18+, June 2015 50% 40% 30% 20% 10% 0% 48% 22% 9% 6% 4% 2% 2% 4% 1% 1% 1% 1 2 3 4 5 6 7 8 9 10 11+ Facebook continues its impressive reign as the #1 app overall in both users and engagement, and it s in the Top 3 for nearly 80% of users. With constantly refreshing social content and home screen accessibility for most users, the app is made for habitual usage. Rank in Usage comscore, Inc. Proprietary. 29

% Reach of Smartphone App Users Location, location, location. Apps occupying valuable home screen real estate tend to have the most visitors. Selected Smartphone Apps: Visitor Penetration vs. % Home Screen Incidence Source: comscore Custom Survey, U.S., Age 18+, August 2015; comscore Mobile Metrix, U.S., Age 18+, June 2015 80% Facebook 70% 60% FB Messenger YouTube Google Search 50% 40% Instagram Google Maps Pandora 30% Apple Maps Twitter Snapchat Amazon 20% Shazam Spotify 10% Yelp ESPN 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% % of Home Screens on Which App Appears Apps with easy access and visibility on the home screen unsurprisingly attract more visitors than apps that rarely obtain home screen real estate. Of course, apps that are most often selected for the home screen tend to generally be more popular, creating a chickenand-egg phenomenon. comscore, Inc. Proprietary. 30

Unique Visitors (000) Habits can be powerful drivers of app usage, particularly when daily behaviors are involved. Like getting your caffeine fix. 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 Starbucks vs. Dunkin Donuts App: Unique Visitor Trend Source: comscore Mobile Metrix, U.S., Age 18+ +100% vs. 2013 +456% vs. 2013 0 Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015 Consumers are reluctant to download apps for brands they buy, but apps pertaining to their daily habits like buying coffee have a place on their mobile devices. Starbucks has been a leader in mobile payments, which has been a key driver of app adoption and usage, and Dunkin has followed suit. comscore, Inc. Proprietary. 31

Unique Visitors (000) Some leading retailers have experienced recent app success by leveraging their customers routines of visiting their stores. Select Retailer Apps: Unique Visitor Trend Source: comscore Mobile Metrix, U.S., Age 18+ 30,000 25,000 20,000 15,000 10,000 5,000 0 +402% y/y +85% y/y +259% y/y Jun-2014 Dec-2014 Jun-2015 Three leading retailers apps have surged recently by leveraging in-store coupons and savings features to propel usage. If an app isn t likely to be used frequently for its mobile content alone, it can piggyback on offline behaviors to help drive more regular engagement. comscore, Inc. Proprietary. 32

Tinder, whose 2x growth in the past year is dominated by Millennials particularly college kids is transforming the dating landscape. 7,000 6,000 5,000 4,000 3,000 2,000 1,000 Tinder: Unique Visitor & Avg. Daily Visitor Trend Source: comscore Mobile Metrix, U.S., Age 18+ Unique Visitors (000) Average Daily Visitors (000) +106% y/y +128% y/y 0 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Audience & Share of Time Spent Breakout by Demo Age 18-24 Age 25-34 Age 35-54 Age 55+ 4% 2% 16% 32% 48% % Composition Unique Visitor 9% 29% 60% Share of Time Spent Tinder s popularity among Millennials is impressive, as 4 out of 5 users on the dating app are 18-34 years old, and nearly half its users are 18-24 years old. This youngest 18-24 segment is also the most engaged, spending 3.5 hours on the app per month, accounting for 60% of Tinder s total time spent. comscore, Inc. Proprietary. 33

Unique Visitors (000) Fitness is another daily habit for many Americans, and several apps have seen big growth with their personal health tracking features. Fitness Apps on Smartphone: Unique Visitor Trend Source: comscore Mobile Metrix, U.S., Age 18+ % of App Audience Visiting Daily 10,000 +922% y/y 8,000 6,000 +60% y/y 4,000 +10% y/y 2,000 0 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 43% 25% 15% Fitness apps are capitalizing on emerging consumer desires to track their daily health habits. Fitbit leads all with 9 million MAUs, of which 43% are DAUs. Sports apparel retailer Under Armour, which acquired MapMyFitness and MyFitnessPal, is clearly focused on this category. comscore, Inc. Proprietary. 34

Unique Visitors (000) Accessing on-demand services has also become habitual for many people, and Uber & Lyft lead the way for on-demand transportation. Ride Service Apps Unique Visitor Trend Source: comscore Mobile Metrix, U.S., Age 18+ 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Under-index Over-index +453% y/y HH Size: 1 203 229 Age 18-34 137 148 76 Age 35+ 68 +187% y/y Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Uber and Lyft have exploded in popularity over the past year by improving upon an existing offline behavior (i.e. hailing a taxi) via the large online networks that they ve built. Both apps benefit from users who have a higher tendency to be a Millennial and live in a singleperson household. comscore, Inc. Proprietary. 35

Content Categories comscore, Inc. Proprietary. 36

Social media and entertainment account for the six top app categories and drive two-thirds of total time spent on apps. Share of Mobile App Time Spent Source: comscore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015 3% 3% 4% 6% 23% 6% 11% 29% 15% Social Networking Radio Games Multimedia Instant Messengers Music Retail News/Information All Others Social Networking, Radio and Games contribute more than half of total time spent on mobile apps. The strength of the top categories highlights that mobile devices are more heavily used for entertainment and communication than their desktop counterparts. comscore, Inc. Proprietary. 37

Mobile as a % of Digital Time Mobile usage lives and dies by the success of apps. Categories with strong app usage are more likely to shift from desktop to mobile. Selected Content Category Share of Time Spent on Mobile & Apps Source: comscore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015 100% 90% 80% 70% 60% 50% 40% 30% 20% Entertainment News Food Politics Photos Weather IM Maps Social Networking Games Sports Newspapers Tech News Search General News Financial News Humor Portals Beauty/Fashion 10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% App as a % of Mobile Time Categories with high engagement on apps as a percentage of all mobile activity also tend to see mobile as a higher percentage of all digital activity. It appears that without strong apps, categories are not navigating overall transition to mobile as effectively. comscore, Inc. Proprietary. 38

Certain content categories usage is now driven almost exclusively by apps, with Photos and Instant Messengers leading the way. Mobile App Share of Total Digital Time Spent for Selected Content Categories Source: comscore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015 Photos Instant Messengers Maps Online Gaming Weather Social Networking Retail - Food Personals Finance - News/Research Retail News/Information Sports Portals 22% 29% 40% 44% 49% 59% 92% 91% 89% 84% 78% 72% 72% Mobile Apps dominate total time spent for social and communication categories, and for on-the-go utilities like Maps and Weather. Categories like News and Sports are somewhat less reliant on apps, both because they skew towards desktop and have substantial mobile web usage. comscore, Inc. Proprietary. 39

Younger smartphone users are significantly more likely to use folders to organize their apps into categories. % of Smartphone Users Who Use App Folders Source: comscore Custom Survey, U.S., Age 18+, August 2015 Age 18-34 Age 35-54 Age 55+ Total Audience 24% 40% 42% 53% Top 5 Most Common Categories of Folders on Home Screen 1 2 3 4 5 Games Email Music Calendars Photos The organization of apps into folders is a behavior more commonly practiced among younger smartphone users. Younger skewing entertainment categories, such as Games and Music, as well as apps serving utility functions like Email and Calendars were most likely to get grouped into a folder. comscore, Inc. Proprietary. 40

Social Media & Entertainment Apps comscore, Inc. Proprietary. 41

Average Monthly Hours Per Visitor The average mobile user spends a whopping 26 hours per month on social apps. For Millennials, it s 16% higher than the total audience. Average Monthly Time Spent Per Mobile App User on Social & Entertainment Categories Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 35 30 25 20 15 10 5 0 Social Entertainment 29.6 29.2 25.4 25.6 20.4 17.4 18.3 10.0 Age 18-34 Age 35-54 Age 55+ Total Audience Millennials spend an average of two hours per day on social and entertainment apps. Social apps have become the primary platform for users to stay informed on news, culture, and their family and friends lives. While entertainment apps come in handy during those pockets of free time throughout the day. comscore, Inc. Proprietary. 42

Average Monthly Hours Per Visitor Facebook still wins the battle for the app attention of Millennials but other social platforms also drive very high engagement. Average Monthly Hours Spent Among 18-34 Year-Olds on Social Networking Mobile Apps Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 30 25 20 15 10 5 0 25.7 7.0 5.9 5.7 3.5 Facebook Instagram Snapchat Tumblr Twitter Millennials are social media junkies and have shown a diverse appetite on different social networking apps. While Instagram, Snapchat, Tumblr and Twitter all boast both strong penetration and outsized engagement stats, they are still dwarfed by Facebook on both dimensions. comscore, Inc. Proprietary. 43

Millennials app usage time is dominated by social, video, music and communications. Millennials Top Apps by Share of Total Mobile App Time Spent Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 41.5% 1.5% 1.5% 3.1% 3.2% 1.6% 2.6% 21.2% 5.6% 3.9% 14.3% Facebook Pandora Radio YouTube Instagram Spotify Facebook Messenger Snapchat SoundCloud Netflix Google Search All Other More than half of Millennials app engagement occurs in their Top 6 apps, and every single app in their Top 10 is a social or entertainment app, with the exception of the ever-present Google Search. YouTube, Instagram and Snapchat are all notable for capturing relatively bigger slices of the Millennial pie. comscore, Inc. Proprietary. 44

The vast majority of the apps skewing most heavily toward Millennials are social in nature. Top 20 Apps* with Highest Concentration of Millennials (Age 18-34) Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 Yik Yak Venmo InstaSize BuzzFeed Tinder Snapchat MeetMe Mint.com Personal Finance SoundCloud Layout From Instagram Vine Poshmark TwitchTV PicsArt - Photo Studio ifunny Tumblr Dubsmash Spotify 81% 79% 76% 73% 72% 72% 72% 71% 71% 71% 69% 69% 69% 67% 67% 88% 94% 98% The list of Millennial-heavy apps is very telling, with the vast majority being related to social, chat, and music. Several social personalization apps also indicate their affinity for creative expression and enhanced communications. Kik Messenger 66% Photo Grid HD 66% *Based on apps with >1 MM users in that age group comscore, Inc. Proprietary. 45

% Reach A strong majority of college kids use Snapchat every month, and the popular app is picking up traction among older Millennials, too. Snapchat Smartphone App Penetration by Age Source: comscore Mobile Metrix, U.S., Age 18+, April 2013 June 2015 70% 60% 50% 40% 30% 20% 10% 24% 5% 2% Age 18-24 Age 25-34 Age 35+ 0% Apr-2013 Oct-2013 Apr-2014 Oct-2014 Apr-2015 58% 27% 8% Nearly 3 in every 5 18-24 year-old now uses Snapchat on their smartphones each month. Older Millennials are gaining ground fast at 27% penetration, while those age 35+ are still below 10% penetration. Is popularity among Millennials a predictor of eventual mainstream adoption? comscore, Inc. Proprietary. 46

% all smartphone users Unique Visitors (000) % Timehop smartphone app users Timehop has recently asserted itself as one of the fastest-growing and most oft-used apps with a majority of users accessing daily. Timehop: Smartphone App User Growth Source: comscore Mobile Metrix, U.S., Age 18+ Timehop: Cross-Visiting with Other Social Apps Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 12,000 10,000 8,000 6,000 4,000 2,000 0 MONTHLY +651% y/y DAILY +921% y/y Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 100% 80% 60% 40% 20% 0% 71% 98% Facebook (Mobile App) 37% 68% Instagram (Mobile App) 24% 45% Twitter (Mobile App) Timehop, which allows users to explore what they were doing on the same date on social media in previous years, is one of the year s best growth stories with a y/y increase of 651%. It boasts an especially high DAU/MAU ratio of 59% by latching onto users daily habit of engaging with their favorite social media sites. comscore, Inc. Proprietary. 47

Unique Visitors (000) Facebook s unbundling of FB Messenger has helped drive massive growth and kick-started the emergence of messaging in the U.S. Facebook Messenger & WhatsApp Smartphone App Unique Visitor Trends Source: comscore Mobile Metrix, U.S., Age 18+, June 2013 June 2015 90,000 75,000 60,000 45,000 30,000 15,000 FACEBOOK MESSENGER +332% vs. 2013 WHATSAPP +195% vs. 2013 0 Jun-2013 Sep-2013 Dec-2013 Mar-2014 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Messaging is a very hot sector of apps, but is much more prevalent internationally right now. Facebook Messenger has seen huge growth as it unbundled from the flagship app, while FB s other messaging service WhatsApp is also on the rise. But this market still feels relatively early stage in the U.S. comscore, Inc. Proprietary. 48

Average Hours per Visitor % Reach The YouTube mobile app s explosion in engagement on smartphones and tablets highlights the rapid shift to mobile video. YouTube: Average Hours Per Visitor by Device Source: comscore Mobile Metrix, U.S., Age 18+ YouTube: Audience Penetration by Device Source: comscore Mobile Metrix, U.S., Age 18+, June 2015 Total Mobile Smartphone Tablet 10 +90% y/y 8 +46% y/y 6 4 +34% y/y 2 0 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 60% 50% 40% 30% 20% 10% 0% 56% 52% 19% Total Mobile Smartphone Tablet The YouTube app has seen a huge surge of engagement on smartphones and tablets in the past 12 months. While penetration is lower on tablets, those who watch YouTube on the devices spend an inordinate amount of time nearly 9 hours per month, almost 2x vs. year ago. comscore, Inc. Proprietary. 49

% of Smartphone Users Podcasting looks poised for lift-off as more than 4 in 10 Millennials now listen on smartphone apps at least once a month. Q: How often do you listen to podcasts using your smartphone? Source: comscore Custom Survey, U.S., Age 18+, August 2015 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 29% 11% 12% 6% Daily At least once a week At least once a month While podcasting has been around for 41% more than a decade, it seems to 33% have finally found a market. The 15% popularity of new content combined 12% with the power of 16% the smartphone app 16% has helped it gain 14% traction from a 7% growing number of 10% 6% users, particularly 6% 2% Millennials. Total Age 18+ Age 18-34 Age 35-54 Age 55+ comscore, Inc. Proprietary. 50

App Ads & Monetization comscore, Inc. Proprietary. 51

Mobile ads not only work, but they work much better than desktop ads on average particularly at the bottom of the funnel. Percentage Point Lift in Brand Metrics for Desktop and Mobile Ads Source: comscore BSL and mbsl Benchmarks, U.S., 2014 Desktop Mobile 1.2 Aided awareness 2.5 1.4 Favorability 3.0 1.4 Likelihood to recommend 4.3 1.3 Purchase Intent 4.3 Mobile ads caused point lifts 2-3x greater than ads on desktop across four key brand metrics and performed strongest in bottomfunnel metrics, such as intent to buy and likelihood to recommend. Less ad clutter and proximity to point of purchase may be driving better effectiveness for mobile ads. comscore, Inc. Proprietary. 52

Mobile native in-app video ads can be very effective, especially when adapting ad creative for short-form viewing. Brand Lift of Native Mobile Video Source: Aggregate of four top-performing brands that used all four of below best practices Control 49% Test Indicates outperformance of comscore mobile norms 47% 14% +11% pts 25% 52% +18% pts +12% pts 70% +15% pts 56% 57% 44% 42% 41% +11% pts Aided Awareness Mobile Ad Recall Ad Uniqueness Favorability Likelihood to Rec. Purchase Intent 52% For publishers looking for ways to better monetize their mobile traffic, native mobile video is a promising option. But it s also important to help guide advertisers towards creative best practices to drive the success of their campaigns. comscore, Inc. Proprietary. 53

Summary & Key Findings comscore, Inc. Proprietary. 54

Key Takeaways 1 Mobile app usage is exploding as it becomes the #1 means of digital media consumption. But it s not coming at the expense of desktop or mobile web. Confluence of factors is driving the huge uptick in app usage time, and apps are overtaking other media in importance. However, it s also important to recognize the others haven t gone away and the opportunity lies in multi-platform engagement. 2 App usage is a reflexive, habitual behavior where those occupying the best home screen real estate are used most frequently. Publishers must place more value on this real estate if they don t want to lose out in the transition to mobile. A small slice of app users can contribute a lot of usage. 3 Publishers must look to Millennials app habits to win in mobile long-term. Millennials are the heaviest app users and they spend a lot of time on social media and other platforms. Publishers must have a well-developed platform strategy to get mobile traffic and find ways to convert app users. comscore, Inc. Proprietary. 55

For more information about subscribing to Mobile Metrix and Media Metrix Multi-Platform, please contact us at www.comscore.com/learnmore www.comscore.com @comscore www.linkedin.com/company/comscore www.facebook.com/comscoreinc For more information on the report, please contact: Adam Lella, Senior Marketing Insights Analyst, alella@comscore.com Andrew Lipsman, VP Marketing & Insights, alipsman@comscore.com Ben Martin, Director Global Marketing Insights, bmartin@comscore.com Survey Research by Kelly Pedotto Custom Data Analytics by J.P. McElyea For info about the proprietary technology used in comscore products, refer to http://comscore.com/about_comscore/patents