© comScore, Inc. Proprietary.

© comScore, Inc. Proprietary. 2

About this report

This is a condensed version of the 48-page 2016 U.S. Mobile App Report. To download the full complimentary version of the

report, please visit:

www.comscore.com/USMobileAppReport2016

Important Definitions:

o Any reference to “mobile” means the combination of smartphone and tablet. When data is referring specifically smartphones

or tablets, it will be labeled accordingly.

o All mobile data is based on Age 18+ population.

o A “unique visitor” is a person who visits an app or digital media property at least once over the course of a month. This

metric, in app parlance, is equivalent to a “monthly active user/MAU”. A “daily visitor” is similar to a “daily active user/DAU.”

For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.

© comScore, Inc. Proprietary. 3

Over the past three

years, total digital

media time spent

has grown 53%,

driven mostly by

mobile apps and, to

a lesser extent,

mobile web. The

past year has seen

healthy but weaker

growth rates on

mobile, while

desktop usage has

actually declined by

11%.

Digital media usage time, driven by mobile apps, has exploded since

2013, but growth across all platforms is beginning to slow.

476,553 480,967 550,522 491,743

409,847

621,410

778,954 864,32877,081

97,440

118,299 124,787

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

Jun-2013 Jun-2014 Jun-2015 Jun-2016

To

tal M

inute

s (

MM

)

Desktop Mobile App Mobile Web

Growth in Digital Media Time SpentSource: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience

+62%

+111%

+3%

+21%

+5%

+11%

-11%

+25%

+14%

+26%

+52%

+1%

% Change

vs. June 2013

© comScore, Inc. Proprietary. 4

30%

35%

40%

45%

50%

55%

60%

65%

70%

Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015 Jun-2016

% S

hare

of D

igita

l M

edia

Tim

e S

pen

t

With desktop

engagement finally

in decline, it is now

losing share to

mobile at a rapid

rate. The

convenience of

smartphones and

tablet devices, and

the innovation

around mobile apps

have completely

shifted the digital

media landscape in

favor of mobile.

Mobile now represents almost 2 out of 3 digital media minutes, and

mobile apps are approaching 60% of total digital time spent.

Share of Digital Media Time Spent by PlatformSource: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience

Share of Digital Time Spent on MOBILE APP

Share of Digital Time Spent on MOBILE

33%

58%

42%

67%

51%

49%

Share of Digital Time Spent on DESKTOP

+16pts

-16pts

+16pts

Share of Digital Time Spent on SMARTPHONE APP+16pts 49%

33%

© comScore, Inc. Proprietary. 5

87% 88% 83%

13% 12% 17%

0%

20%

40%

60%

80%

100%

Mobile Smartphone Tablet

Sh

are

of M

obile

Tim

e S

pen

t

App Web

Mobile app continues to outpace mobile web by a 7:1 margin in time

spent, a ratio that has held constant for the past two years.

Mobile time spent continues to be dominated by apps, and has maintained the same ratio of app to mobile web time the past two years. Tablets have a higher percentage of activity happen on the browser, given its more comparable screen size to desktop and a lighter selection of tablet-optimized apps.

Share of Time Spent on Mobile: App vs. WebSource: comScore Mobile Metrix, U.S., Age 18+, June 2016

© comScore, Inc. Proprietary. 6

In the past two years, the average Top 1000 digital media property’s

audience is up 36% due to huge gains in mobile audiences.

Over the past year, average digital audience size has grown 36% among the top 1000 properties. Mobile audiences have grown 81% in that time vs. a 4% decline on desktop. Mobile audiences first passed desktop in June 2014 and within two years have doubled those on desktop.

Avg. Monthly Audience for Top 1000 Properties for Total Digital, Mobile, and DesktopSource: comScore Media Metrix Multi-Platform, U.S., Total Audience

4

6

8

10

12

14

16

18

Ap

r-2

01

4

Ma

y-2

01

4

Jun-2

014

Ju

l-2

01

4

Au

g-2

01

4

Se

p-2

01

4

Oct-

20

14

No

v-2

01

4

De

c-2

01

4

Ja

n-2

01

5

Fe

b-2

015

Ma

r-2

01

5

Ap

r-2

01

5

Ma

y-2

01

5

Ju

n-2

01

5

Jul-2015

Au

g-2

01

5

Se

p-2

01

5

Oct-

20

15

No

v-2

01

5

De

c-2

01

5

Ja

n-2

01

6

Fe

b-2

016

Ma

r-2

01

6

Ap

r-2

01

6

Ma

y-2

01

6

Ju

n-2

01

6

Un

iqu

e V

isito

rs (

MM

)

MOBILE

TOTAL DIGITAL

6.4

12.4

6.5

16.7

12.3

7.2

DESKTOP

+36%

+81%

-4%

% Change

vs. June 2014

Mobile Surpassed Desktop in June 2014

© comScore, Inc. Proprietary. 7

5163 59

23

33 4521

2728

0

20

40

60

80

100

120

140

Jun-2014 Jun-2015 Jun-2016

Nu

mb

er

of A

pps

5-10 MM 10-20 MM 20 MM +

+29%

+24%

+43%

+4%

-6%

+36%

App audiences are a contributor to that growth, with the number of

apps reaching 5+ million users up dramatically from 2014.

The growing

number of mobile

apps reaching large

audiences proves

that apps should not

only be viewed in

terms of

engagement metrics

alone. Big gains

were observed in

the number of apps

with 10-20 MM

users, signaling a

strengthening in the

second tier.

Number of Mobile Apps That Reached Unique Visitor MilestonesSource: comScore Mobile Metrix, U.S., Age 18+

95

123133

© comScore, Inc. Proprietary. 8

But establishing app audiences is hard, as their real value is in their

loyalty. They spend 20x more time on apps than mobile web visitors.

It may be more

challenging to build

a large audience on

apps, but those app

users are a very

loyal bunch. They

spend more than 3

hours per month on

the Top 1000 apps

on average – about

20x greater than

what mobile web

visitors spend on

their Top 1000

properties.

Top 1000 Mobile Apps vs. Top 1000 Mobile Web PropertiesSource: comScore Mobile Metrix, U.S., Age 18+, June 2016

4.0

11.4

App Mobile Web

188.6

9.3

App Mobile Web

Average Monthly Unique Visitors (MM) Average Monthly Minutes per Visitor

3xmobile

app

20xmobile

web

© comScore, Inc. Proprietary. 9

Smartphone home screen real estate is scarce, and frequency of

usage determines which apps get promoted to this screen.

3 out of 4

smartphone users

made the effort to

customize which

apps appear on

their home screen.

The desire to

access certain apps

easily and rapidly

are the key drivers

in determining

which apps get

placed on the home

screen.

Percent of Users that Intentionally Move Apps to Home Screen

Source: comScore Custom Survey, U.S., Age 18+, August 2016

59%

56%

40%

27%

12%

How often I use the app

Easier access

I often need to access the appquickly

My interest in that app or kind ofapp

I like how the logo looks on myhome screen

Top Factors Influencing Decision to Move Apps

to Home ScreenSource: comScore Custom Survey, U.S., Age 18+, August 2016

75%Purposely Moved Apps

to Home Screen

© comScore, Inc. Proprietary. 10

45%

18%

10%7%

4% 3% 2% 2% 1% 1%5%

61%

18%

8%5%

3% 2% 1% 1% 1% 0% 1%

0%

10%

20%

30%

40%

50%

60%

70%

1 2 3 4 5 6 7 8 9 10 11+

Sh

are

of T

ime

Sp

en

t o

n A

pps

Individuals’ Top Ranked App by Usage

Smartphone Tablet

Mobile users spend a really high percentage of their time on their #1

most used app, and about 9 out of 10 minutes within their Top 5.

Smartphone users

spend an

astonishing 45% of

their app time on

their #1 most used

app, and nearly

three quarters of

that time within their

Top 3. Tablet users

have even more

concentrated

activity, with 61%

dedicated to their #1

app and 87% within

their Top 3.

Share of Individual Users’ Time Spent on Apps by RankSource: comScore Custom Analytics, U.S., Age 18+, June 2016

27

14

Smartphone Tablet

Avg. # of Different Apps Used per Month

© comScore, Inc. Proprietary. 11

The Top 25 mobile apps are still dominated by the largest internet

companies, with Facebook and Google owning the top of the list.

The Top 7 – and 8 of the Top 9 – apps are owned by Facebook or Google. The Top 25 apps can all be broadly classified as either Utilities (9), Social (6), Entertainment (6), or Retail (4), highlighting some of the most critical needs that apps fulfill. Despite some movement within the Top 25, the only new entrant to the list this year was Groupon.

Top 25 Mobile Apps by Unique Visitors (000) with Y/Y GrowthSource: comScore Mobile Metrix, U.S., Age 18+, June 2016

* “Apple Music,” as it appears in comScore’s monthly reporting, is referring to Apple’s native music app, which captures all music activity within that app, including listening via the

streaming service, radio service and users’ personally downloaded music libraries..

Social

Entertainment

Utilities

Retail

19%

36%

18%

25%

11%

12%

16%

3%

20%

55%

35%

22%

52%

26%

68%

3%

14%

13%

23%

16%

35%

40%

26%

10%

10%

149,562

129,676

116,403

95,311

89,924

86,713

78,734

76,500

75,385

67,489

66,734

60,351

51,955

51,428

50,090

47,770

46,916

40,362

39,511

37,821

33,337

30,213

27,804

27,547

23,723

Facebook

Facebook Messenger

YouTube

Google Maps

Google Search

Google Play

Gmail

Pandora Radio

Instagram

Amazon Mobile

Apple Music*

Apple Maps

Snapchat

Pinterest

Google Drive

Yahoo Stocks

Twitter

The Weather Channel

Weather Channel Widget

Netflix

Spotify

Groupon

Walmart

eBay

Yahoo Mail

Y/Y %

Change

© comScore, Inc. Proprietary. 12

Many of the fastest growing apps are services that improve existing

real-world behaviors, such as hailing cabs, exercising and dating.

Waze helps you navigate through traffic more efficiently, Uber and Lyft improve the process of hailing a cab, Tinder makes dating easier and Fitbit lets you to track your personal fitness metrics. Bitmoji, on the other hand, capitalizes on a newer digital behavior, enabling users to create personal cartoon avatars of themselves for more expressive communication.

Fast Rising Apps – Unique Visitor TrendSource: comScore Mobile Metrix, U.S., Age 18+

* Bitmoji’s percent change figure represents its app audience growth from February 2015 to June 2016.

0

2

4

6

8

10

12

14

16

18

20

Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015 Mar-2016 Jun-2016

Uniq

ue

Vis

ito

rs (

MM

)

+828%

+492%

+1,524%

+195%

+220%

+2,371%*

% Change

vs. June 2014

© comScore, Inc. Proprietary. 13

Social Networking,

Music and Games

contribute nearly

half of total time

spent on mobile

apps. The strength

of the top categories

highlights that

mobile devices are

more heavily used

for entertainment

and communication

than their desktop

counterparts.

Share of Mobile App Time Spent by Content CategorySource: comScore Mobile Metrix, U.S., Age 18+, June 2016

Social and entertainment content dominate mobile app engagement,

representing the Top 5 categories and 60% of time spent on apps.

20%

16%

12%

7%5%

4%

3%

3%

2%2%

26%

Social Networking

Music*

Games

Multimedia

Instant Messengers

Retail

Photos

Search/Navigation

Portals

News/Information

Other

* As of January 2016, the Pandora Radio media property reclassified itself from the Radio category to the Music category. This had a significant and inorganic impact on both

categories’ time spent figures.

Indicates entertainment and

communication categories.

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc

For more information on the report, please contact:

Adam Lella, Senior Marketing Insights Analyst, alella@comscore.com

Andrew Lipsman, VP Marketing & Insights, alipsman@comscore.com

Survey Research by

Kelly Pedotto & Vivey Chen

Custom Data Analytics by

J.P. McElyea

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

To download the full 48-page version of this report, please visit:

www.comscore.com/USMobileAppReport2016