Spotlight on Consumer

App Usage
Part 2
Table of Contents
Introduction 3

App Engagement Varies Within and Across Countries 5

Roughly 70% of Users Install at Least One App per Month 6

App Power Users Exceed Four Hours per Day in Top Countries 7

Category Spotlights 8

Apps Are Becoming Integral to Travel 9

In Some Countries, Mobile Users Spend Over One Hour per Month Shopping 10

Hardcore Mobile Gamers Are Spending More Time Gaming 11

App Economy Forecast 12

Total Time in Apps Forecast to Exceed 3 Trillion Hours Worldwide by 2021 13

2
Introduction

● In Part 1 of our Spotlight on Consumer App Usage, we

took a broad look at smartphone usage in ten major
markets. Highlights include:

○ In all ten countries analyzed, the users on average

used over thirty apps per month (see graph on
right), and over nine apps per day.

○ The average user’s time spent varied widely

between countries, from just over 1.5 hours per
day in France to well over 3 hours in South Korea.

○ In terms of time spent per user, mobile gamers in

Japan and South Korea far exceeded those in the
other countries.

● In this report, we continue this look at smartphone users’

app usage.

3 www.appannie.com/intelligence | © 2017 App Annie

The Company and Technology Behind the Report
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 App Engagement Varies Within
and Across Countries

5
Roughly 70% of Users Install at Least One App per Month

● Users continue to download apps at a

high rate. In all countries analyzed,
over 65% of users installed at least one
app in May 2017.
● In half of the countries analyzed, over
half of all users installed two or more
apps.
● On the whole, people are still looking
for new apps to add to their arsenal. As
mobile becomes more central to more
industries, users will continue to be
open to integrating new apps into their
lives.

6 www.appannie.com/intelligence | © 2017 App Annie

App Power Users Exceed Four Hours per Day in Top Countries

● In South Korea, Mexico, Brazil, Japan,

and India, the top 20% of smartphone
users spent over four hours per day in
apps.
● The emerging markets of Mexico,
Brazil, and India had the highest time
for users at the median and at the
bottom 20%.
● This indicates strong adoption of apps
even for the least-avid users in these
countries, thanks to widespread
adoption of apps such as WhatsApp
and an emerging mobile-first lifestyle.

7 www.appannie.com/intelligence | © 2017 App Annie

 Category Spotlights

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Apps Are Becoming Integral to Travel

● In terms of time per user, Travel & Local is an increasingly important category. In the United States, users now spend over two
hours per month on average in these apps, and time per user in these apps is strongly growing across the board.
● The percent of users who use these apps is already over 75% and increasing in most countries analyzed.
● We expect continued growth from this category — after all, mobile is about being on-the-go.

9 www.appannie.com/intelligence | © 2017 App Annie

In Some Countries, Mobile Users Spend Over One Hour per Month Shopping

● Engagement in Shopping and Finance varies widely

between countries.
● Notably, Germany over performs in Shopping where
it ranks as the number four country by average time
spent, in contrast to its number seven position by
average spent time spent overall.
○ A significant portion of German mobile
shoppers’ time comes from both eBay and
eBay Kleinanzeigen, eBay’s local classifieds
app in Germany.
● Brazil was the only country in the set whose users
spent more time on average in Finance apps than
Shopping.
○ A large amount of this time was spent in
banking apps. Six banking apps in Brazil, led
by Banco de Brasil, exceeded 10% usage
penetration. For comparison, no banking
app in the United States achieved this.

10 www.appannie.com/intelligence | © 2017 App Annie

Hardcore Mobile Gamers Are Spending More Time Gaming

● The top 10% of mobile gamers are

spending more time playing games. With
these gains outstripping the increases at
the median, the industry may be moving in
a more core-centric direction.
● Even in Japan and South Korea, where time
spent towers over the other countries, the
top 10% increased its time spent in these
countries. These gamers are spending
roughly 3 hours per day in games.
● Especially in these countries, hardcore
mobile games continue to be massively
popular. In South Korea, Lineage II:
Revolution exemplifies this. In Q1 2017,
the online role-playing game had both the
most total time spent and the highest time
per user as any game in South Korea

11 www.appannie.com/intelligence | © 2017 App Annie

 App Economy Forecast

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Total Time in Apps Forecast to Exceed 3 Trillion Hours Worldwide by 2021

● Total time spent in mobile apps will

exceed 3.5 trillion hours in 2021.
● Exploding install bases in emerging
markets will play a major part in this
trend, and in APAC’s expanding
lead
● For a closer look into the next five
years of mobile, see our App
Economy Forecast report.

13 www.appannie.com/intelligence | © 2017 App Annie

About App Annie

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