How Mobile Apps Creates Opportunities for Consumer Brands

Mobile usage now dominates digital time, with apps playing an outsized role in managing our daily lives. But how are consumers spending time on their mobile phones, and how can brands best reach them? In this article, we’ll explore key data on mobile behavior and the opportunities that will give marketers a competitive edge. For more insights like this, explore our Consumer Mobile Trends report.

Majority of Online Time is Spent In Apps

Consumers spend most of their online time on mobile, which accounts for 55% of global web traffic. In the UK, nearly 80% of this time is spent in apps—a figure five times higher than on the mobile web, and this behavior is reflected across global markets. Advertisers should recognize this shift as an opportunity to prioritize mobile-first strategies and reach users where they’re most engaged.

Marketers Should Mind The Gap

Consumers spend, on average, four hours daily in mobile apps, compared to just 2.5 hours on social media. Reliance on apps has gone far beyond social media: They have become central to daily activities like scheduling, planning commutes and carpools, shopping, managing finances, and even watching favorite TV shows and movies. 

Brands that have relied on social media for advertising can take advantage of this gap in mobile usage and diversify their spending into apps. Reaching consumers in the apps where they spend time creates additional, engaging touchpoints, amplifying their advertising efforts on social media and increasing the odds of connecting with consumers who may be overwhelmed by the number of ads in their social feeds.

A Day In The Life

Outside of social, mobile apps engage users during both active (gaming, browsing) and passive (music, podcasts) moments, providing brands the chance to align ads with different user mindsets. For instance (anecdotally):

• Mornings are often spent on news, music, and fitness apps.
• Afternoons tend to see more e-commerce and productivity app usage.
• Evenings are dominated by entertainment, streaming, and gaming apps.

Advertisers can tailor their ad creative for the time of day (including seasonal and holiday messaging!) and anticipated mood to engage potential customers. With advancements in AI technology, there is no need to target specific apps as the algorithms can optimize for desired behaviors that best meet their business goals.

M-Commerce is the New E-Commerce

Global m-commerce sales are expected to exceed $2.52 trillion in 2024 and are projected to grow to 62% by 2025, which shows consumers’ strong preference for mobile shopping. 

Most marketers know that consumers frequently discover new products on social media, making these platforms ideal for shoppable ads and influencer collaborations. They may not know that the same assets can be used for in-app advertising to increase the reach and impact of campaigns. This channel mix helps retailers capture more mindshare throughout the consumers’ purchase journey, increasing the likelihood of conversion.

Best Kept Secret of Gaming Apps

Mobile usage is powered by entertainment and gaming, with mobile gaming accounting for over $107 billion in 2023 – nearly 63% of consumer spending in app stores. Gaming apps have cracked the code regarding user acquisition, thanks to engaging ad formats, including rewarded video and playable ads during natural breaks within the game. Playable ads have historically been used for gaming apps, but they can be used effectively for products as well. With these fun ad formats, consumers can interact with products in novel, entertaining, and memorable ways that can give advertisers an edge over the competition. 

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As consumers become more reliant on mobile devices and apps, their spending and engagement have grown to unprecedented levels. Forward-thinking marketers should capitalize on this trend by incorporating mobile in-app advertising into their multi-channel strategies. 

Integrating mobile is not only simple but also delivers measurable results, making it a key touchpoint for reaching on-the-go consumers. Sure, consumers spend a lot of their time on social media, and it’s smart to invest ad dollars there—but it’s not where they’re spending all or even most of their time. For brands who want to acquire long-term, valuable customers at scale, mobile apps may represent the ideal opportunity to capture attention, driving both engagement and conversions. 

The data is clear: Apps are where customers are spending their time when they’re not on social, and if your brand isn’t there, you’re missing out.