By: Josh Luger
dMobile is no longer a communications utility, but a media
distribution hub. According to eMarketer, mobile now accounts for 12 percent of
Americans' media consumption time, triple its share in 2009.
Where is this consumer attention being focused?
The biggest beneficiaries have been mobile apps. Time spent
on apps dwarfs time spent on the mobile Web, and smartphone owners now spend
127 minutes per day in mobile apps.
In a recent report from BI Intelligence, we analyze the main
mobile usage trends developers and publishers should consider to be successful
in mobile, detail how users are consuming content on their mobile devices, take
a look at the most popular mobile activities, and examine how mobile usage is
an additive activity.
Here's an overview of the four usage trends developers and
publishers should consider:
The rise of gaming:
Games are the largest mobile app category and the biggest money-maker in the
app stores, accounting for 70% of Apple's top-grossing apps. However, even with
the most addictive games, consumers' attention is fleeting and companies run
the risk of becoming "one-hit wonders."
Mobile-social
synergies: Social networking apps are the second largest time bucket for
mobile users. 39% of mobile users access social networks. This includes mobile
versions of desktop favorites, as well as mobile-first networks like Instagram.
Mobile holds promise for the social category, but monetization is far from a
sure thing.
The piggyback rule:
The only tried-and-true way for a mobile success is to take a popular usage
category and build a product that piggybacks on that activity to provide a
unique mobile-native experience. Instagram did it with photos, "Angry
Birds" with games, but other usage categories — news, weather, travel,
video etc. — are waiting for a similar hit.
Portal erosion:
Mobile is a fragmented space, and consumers seem to like it that way. No one
has succeeded aggregating services via a single app or mobile website. The
desktop portal is fading with the advent of mobile. Yahoo Mail Traffic declined
12% in the 12 months leading up to December 2012. Carrier attempts to build
mobile portals have failed miserably.
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