Tag: nielsen

Men use more mobile apps than women

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.

Mobile ad performance study shows CTRs offer only a false metric

The research also suggested that regardless of this fact, many marketing firms are still “addicted to clicks.”

The results of a recent marketing study have now been released, showing that while click through rate (CTR) are still commonly used to measure the success of mobile ads, they are not a very effective metric for that purpose.

The study was carried out by Nielsen after having been commissioned by the xAd firm.

This research indicated that at its best, CTR can provide marketers with an idea of the consumer awareness and interest when it comes to a mobile ad or a brand. However, if that metric is used, the report recommends that it should not be used all on its own. Other measures are also required to actually identify the true success of a given campaign.

This mobile ad performance study was run on the xAd platform and measured a spectrum of campaigns.

Throughout all of the campaigns in this mobile marketing study, there were a total of 80 campaigns examined that were run for 12 individual national brands. Across each of those campaigns, there were a total of 200 million impressions that had been measured for the purpose of this study. These marketing campaigns all took place during the first two quarters of 2014.

Mobile Marketing studyA provider of location analytics, Placed, was also used in order to conduct this study so that store visits could be measured as a result of the response of consumers to the mobile advertisements that they saw.

Among the results of the study were the following:

• CTR is not a strong indicator of performance and could be “completely unrelated, or even negatively correlated, to the other measures capturing metrics such as calls, directions and store visits.”
• Since mobile display campaigns are optimized with CTR in mind, secondary actions such as directions and calls are influenced in a negative way.
• Some of the highest offline in-store visit rates were sometimes connected with lower CTRs.

Regardless of the fact that many marketing firms were aware of the fact that CTR does not necessarily provide the most accurate metrics for campaigns, they continued to use them, nonetheless.