News app users are most loyal to their apps

Hester Gras

According to the quarterly State of Mobile Advertising report by Opera Mediaworks, news apps are the apps to which users are most loyal. Users who have downloaded apps in the category of ‘News & Information’ have the most consistent first and last app of the day usage across the entire month. In addition, news apps have the smallest relative change in its audience size between morning and evening.

Looking at other app categories, most of the smartphone users in the United States start their day with a social media app and end their day with an app from the entertainment section. Opera Mediaworks also found that most of these users have a variety of first and last apps over the course of the month. The Sports category stood out as the only category where the morning audience was larger than the evening audience throughout the month.

Source: Opera Mediaworks. Comparing the first and last app of the day usage of four different app categories.
Source: Opera Mediaworks. Comparing the first and last app of the day usage of four different app categories.

 

Android vs. iOS

In the first quarter of 2015, Android overtook iOS in traffic and percentage of revenue earned for the first time. Despite this, iOS still leads all device platforms. The iPad in particular generates the highest revenue per impression of any device and platform combination – it’s share of revenue is 4.5x its share of impressions.

Check Opera Mediaworks’ report for more details.

 

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