Something for everyone: Why the growth of mobile apps is good news for brands

Celine Ledbury, Laura Woolhead, Ffion Thomas, Reece Carpenter and Hannah Stott

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.
  • Apps play an important role in consumers' mobile experience and with 93% of smartphone users using social, news, games, entertainment and sports apps, they present an ideal platform for brands.
  • The goal of the study was to find out four key insights: who is using apps, what apps do they use, how much time and how often do they spend in apps and what is their engagement throughout the day by examining four types of apps; games, news, sports and entertainment.
  • The study found that almost all smartphone users access apps with usage being consistent across both genders...

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