Google Play Store, Google Search and Facebook apps ruled Smartphones in 2015

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The smartphones now a days act as a focal point for significant facets of everyday life, be it either connecting with friends & family or on-the-move entertainment and shopping. Thus, as the year 2015 comes to an end, Informate Mobile Insights has a look at changing trends in smartphone usage, particularly top ranking apps across the US in terms of popularity.

With 8 out of top 15 apps belonging to Google, the technology giant again dominated the list of top ranking apps for 2015. Facebook, Facebook Messenger and Instagram are the other popular apps featuring in the list. From the retails space, Amazon leads the way followed by Walmart.

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24+ year olds more engaged on Games in most markets

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The last few months has seen a major shift in the amount of time people spend on PCs and Smartphones. As mobile devices are getting more capable and ‘smarter’, many users are spending more time on Smartphones which is convenient to carry around. The significant rise seen in the adoption of Smartphones has also turned mobile gaming into a huge business. As per a recent report, the mobile gaming revenues worldwide touched the $30 billion mark in 2015 and this figure is estimated to grow even further in 2016.

While the mobile gaming space continue to break the revenue figures every year, in our this week’s InfoFlash, we decided to look if there is any age wise difference in the engagement levels on games in different markets. Our ODM data reveals that 24+ year olds spend highest time on playing games in most of the markets. 15-24 year olds are relatively more engaged in India and Philippines. No major difference is seen in the time spent figures amongst users from Brazil and Indonesia.

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Will Pinterest’s recent acquisitions strengthen its position among image apps?

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In a journey of six years since 2010, Pinterest has so far made seven acquisitions with two more confirmed in pipeline. The app gained attention of Smartphone users due to its unique concept of creating an image board where a user can pin his/her favourite web pages, items etc. through searching, collecting, sharing and storing. Pinterest is near to close a deal of acquiring two companies, namely, Pext, an app provider which converts text to meme and The Hunt, community powered shopping service. These acquisitions are expected to bolster connections between the users and products by improving search feature of the app.

In tune with this latest move from Pinterest, in this week’s Infoflash, we analyzed the popularity of Pinterest app amongst our ODM panelists from the US across different demographics. As per our findings, interestingly Reach of the app is relatively higher amongst users of age group 30 to 40 followed by younger age group of 15 to 24. Gender wise, the app is most popular among Females.

It would be interesting to see whether these new acquisitions increase the popularity of Pinterest app in the market or not.

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15-24 year olds least engaged on Facebook app in most markets!

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The latest feature rolled out by Facebook is a boon for users with slow internet connection. The new feature lets users comment on posts even when they are offline. This is definitely going to increase the stickiness of the app and users would be hooked onto this app more than ever. With new features coming in, this week we decided to check the usage of Facebook app among different age groups across markets.

Our on device measurement data reveals that 15-24 yr old smartphone users are the least engaged on Facebook app across markets except for Algeria. 25-34 yr old users in Malaysia spend 45 minutes per day on this app. Time spent on Facebook app is lowest in India and Indonesia.

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Number of ‘Google Drive’ Users on the Rise Across Markets

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Device storage capacity is one of the many features considered by users while buying a Smartphone. With the huge amount of content saved, the device storage gets filled to its capacity in flash of time. To have some storage space available, earlier we frequently copied files to a computer/laptop or saved it on an external drive. However, today these file transfer options have almost phased out as users prefer saving files on the cloud.

One of the most popular players in this cloud service space is Google Drive. With the newer avenues being available for file sharing & storage in today’s Smartphone world, we decided to look at penetration of Google Drive and how has it grown over a period of 10 months in various markets.

A comparison of our Jan and Oct 2015 ODM data reveals that the penetration for Google Drive has almost doubled in markets like Brazil & India. At the same time, in South Africa & other APAC markets like Malaysia, Philippines and Indonesia more than 50% rise in user base is observed when compared with Jan 2015.

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Uber App observes higher traction in Mexico and India than the US

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In light of the recent developments, online cab aggregator apps seem to have experienced protests from various parts of the globe. The worst impacted of all being Uber app, that is currently operating across more than 60 countries worldwide. Reasons for the protests primarily range from taxi or public transport unions on account of losing business to safety concerns among consumers and commercial licensing issues. Despite the worldwide backlash, Uber continues to serve its customers and strives to explore new avenues by combining ride-sharing and goods delivery services in some markets.

In this week’s Infoflash edition we look at the current popularity of Uber app and its frequency of usage across various markets. As per our on-device data, Uber app gained highest reach in Mexico followed by India and the US. However, the popularity is yet to see double digit figures in any of these markets. On the other side, weekly sessions on the app recorded to be highest among Filipino smartphone users.

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Gender wise influence on the penetration of Shopping apps prominent in the US & Malaysia

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E-commerce has been around for a long time now and being PC bound, it was exposed to only a small section of the universe. However, with the significant growth seen in the penetration of Smartphones globally, almost every player in the e-commerce space today is app-ready. The feasibility of shopping on the go and discounts offered by these players make the overall shopping experience a delightful one for users. A recent study reveals a significant increase in sessions spent on Shopping apps, with women 32% more likely to make purchases through these apps as compared to their counterparts.

So do we see any gender influence in the popularity of Shopping apps globally? Our this week’s InfoFlash reveals that the gender difference in the Reach for Shopping apps is more prominent in the US and Malaysia. In India, the Reach is similar amongst both males & females.

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Will the new Yahoo Mail app stand up to the mail offerings from Google?

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The importance of having an access to emails on connected devices is a basic need. No surprises then that the major mail services are constantly adding new features and upgrades to offer convenient user experience to their subscribers. Be it a simple UI overhaul or multiple feature innovations on the app, the simple email has now evolved to a complete communication services, ever pushing boundaries.

On its 18th anniversary in Oct’15, a new version of Yahoo Mail app was launched by Yahoo. The latest version claims better design, comfort of accessing multiple inboxes of other mail accounts such as AOL mail, Outlook, Hotmail etc., and an easier sign-in process. Earlier this month, Google also introduced an automatic smart reply feature in its Inbox by Gmail app where suggestive possible responses will appear as per mailing content saving typing time of a user.

In tune with this context, in this week’s InfoFlash we compared the trended market presence of top email apps in the US for the year so far. As per our ODM data, Gmail app is the most popular with the Reach figures hovering at around 60%. Alternately the Reach numbers for Yahoo Mail app currently features much lower (less than 15%). Inbox by Gmail app is even lower in the charts with less than 10% of penetration.

Going forward, it would be interesting to see how the brands with their new offerings stack up against email offerings from Google.

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Females have higher reach on Facebook app as compared to website!

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Social networking giant, Facebook, is growing leaps and bounds by each passing day. It has more than 1.5 billion monthly users out of which majority of the users access it through their Smartphones. So this week we decided to check if there is any preference for accessing Facebook via app or website.

Our on device data reveals that Facebook app has a higher reach than its website. While the reach on app and website is similar among males, females on the other hand prefer app over site. Age wise, stark difference is seen among 55+ year olds.

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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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