Category: Apps

American Girl launches mobile app friendship bracelet game

| June 23, 2015

The highly popular brand from Mattel Inc. is now making its way into the digital world with an application and microsite.

The American Girl brand from Mattel Inc. has now launched a new mobile app that will allow its users to be able to create virtual friendship bracelets that they can then share with their friends who are also users of the application.

This effort to move into the digital space is also being accompanied by the addition of a new microsite.

Both the mobile app and the microsite’s appearance have been designed to be released in time to draw attention to the new Truly Me doll from Mattel, as well as the accessories line that goes with that product. The website was created with the desktop experiences in mind, but it can also be used on smartphones and tablets. That said, while all of the features may work over mobile devices, the format remains the same as that of the desktop, which can be a turnoff to many small screen device users.

The mobile app is the experience specifically meant for smartphone and tablet users as the microsite is not optimized.

Mobile App - American GirlThe addition of the mobile application and the website that gives access to the experience to laptop and desktop users has the potential to expand the interaction and interest associated with the Mattel products. It works well with the existing feature of the brand that has been designed to ensure that each doll is seen as its own unique individual.

Every doll has a character that belongs to her alone. She has her own interests, experiences, talents, and her own accessories. This makes it possible for children to be able to personalize and customize their dolls so that they can better identify with them and so that the product will mean more to them. American Girl strategically leverages the activity of playing with a toy in real life as well as using a computer or video game, in order to enhance the meaningfulness of the experience with the brand.

By making a mobile app and a desktop microsite, American Girl will appeal to consumers who use either or both of those digital platforms.

Men use more mobile apps than women

| June 23, 2015

According to a new American study conducted by Nielsen, women use their apps for a longer period of time.

Neilsen has released the results of one of its latest studies, which has revealed that men in the U.S. are using more apps than women, but that when it comes to actual use, it is female device users who are spending more time on their applications than their male counterparts.

The study found that men time on a larger number of mobile applications, but more time overall.

The research found that in the average month, men used a larger number of mobile apps than women. Men averaged 27.2 applications used on their devices in a month, when compared to a slightly fewer 26.3 smartphone apps used by women. That said, while women aren’t using quite as many mobile apps as men, they are using them for longer. Women spent an average of 38 hours and 2 minutes on their mobile applications every month. During the same span of time, men averaged 36 hours and 51 minutes.

This time spent on mobile apps means a lot to the industry, particularly in terms of in-app advertising.

Mobile Apps used more by menNielsen also pointed out that on average, smartphone device users across the United States were using 26.7 apps per month in 2014’s last quarter. That is a figure that has essentially stayed the same over the last couple of years. Moreover, it was important to see that more than 70 percent of the usage of smartphone apps was all coming from the leading 200 applications.

At the same time, though, there appears to be a limit to the number of mobile applications that consumers appear to be willing to download and actively use within any single one month period. Equally, while they don’t seem to be growing in the number of applications that they’re using them, they do seem to be using the ones that they have for longer periods of time.

The average amount of time spent on mobile apps per person, per month, has risen from 23 hours and 2 minutes in the last quarter of 2012, to become 37 hours and 28 minutes in the last quarter of last year. This means that over a period of two years, that figure rose by 63 percent.