Mobile Browser Attracts More Users than Mobile Apps while Accessing News Content

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There have been many reports stating that Smartphone users are spending majority of their time on mobile apps and these online apps have taken over the web as far as device engagement is concerned. Looking at the popularity of various social media, chat, shopping and service apps, this really isn’t an understatement. Having said that, it won’t be fair to say that mobile web does not attract traction. There are still certain activities for which Smartphone users prefer going the browsing way rather than accessing application. One of such activities is reading news.

In our this week’s InfoFlash, we decided to compare the penetration of news apps and websites as a category amongst our ODM panelists from different markets.

Our data reveals that, number of users accessing news (reach%) through mobile browser is much higher than those accessing them using news applications. Australia, Algeria, Malaysia, Indonesia are few markets where the gap in reach is around 15% while other markets show a much wider gap. India is the only market where news apps outpace mobile browsers for news content.

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Android users in the US more engaged on Video apps!

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The rapid growth in smartphones and tablets across globe has driven online video consumption on the go in a big way. As per latest reports available on open sources from ZenithOptimedia, the video consumption on mobile devices is estimated to grow by 34.8% in 2016. And it also expects mobile to become the primary mode of watching videos online by next year.

In this week’s Infoflash we decided to look at the engagement on Video apps across our Android and iOS panelists in the US. Our data suggests that engagement on Video apps is higher among Android users across all demographics. While youngsters below age of 25 are most glued to this category on both the platforms, women using Android handsets spend around 70% more time than their counterparts.

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Is Pandora’s move to buy Ticketfly a game changer in the battle of online music streaming?

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Online Radio service providers are making newer moves in the quest of surviving against the highly competitive online music streaming space. Pandora radio recently acquired concert ticket selling service – Ticketfly for a whooping amount of US$ 450 million. Nowadays, live concerts are popular destinations for music lovers. Therefore, the acquisition is expected to create value addition for the company by offering concert tickets to its listeners as per user’s favourite artist(s) live performance(s).

In line with this interesting move from Pandora, we decided to glance through the trended market penetration of Pandora Radio App amongst our panellists from the US in this week’s Infoflash. As per our ODM data, the Reach of Pandora Radio app remained highest so far during the 1st quarter of the year 2015. Quarter 2 portrays a consistent popularity trend followed by a little drip in the first two months of 3rd quarter. Engagement climbed highest during July’15 for the period.

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Usage of Instagram app highest among Youth!

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Instagram celebrated its 5th birthday a few days back with a new milestone where it rocketed past the 400 million user mark. With this, it has become one of the most used apps on Smartphone space. With so many new enhancements in the last few months, it is not a surprise that it has seen such a surge in its user base. The latest enhancement is the @Music feature which would be targeted at bands and musicians on Instagram. Keeping Instagram app as the theme for this week, we decided to look at its usage among Android Smartphone users in the US.

Our on device mobile measurement data reveals that reach as well as engagement on Instagram app is around 2X higher among Females as compared to Males. Age group wise, reach is highest among Youth (15-24 yrs.) and decreases with an increase in age.

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Popularity of Dating Apps at a nascent stage for most of the markets

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A number of dating apps have invaded the Smartphone space in the last few months, attracting users across countries. Lately, these apps have been in news for varied reasons such as safety and security, verified profiles, new features etc. The dating websites which have been around for a while have been well accepted across the globe and are one of the most profitable online entities today. However, usage of dating apps is not yet mainstream.

In this week’s newsletter, we decided to look at the penetration of dating apps as a category across markets. Our data reveals that Australia features at the numero uno position with highest category reach, closely followed by Algeria. These apps are least popular in APAC markets like Philippines, Malaysia, Indonesia & Thailand.

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