Most of the downloads from mobile markets in the United States account for a very narrow segment of users, the analytical company comScore said in its latest study.
In general, the situation looks like this: a third of American smartphone users download at least one application per month. The average user within this category downloads three apps per month. But 65.5% of users don’t download anything at all.
To be honest, we were surprised by both facts. It turns out that at the moment there is a struggle within the mobile market, mainly for these very 7% (in fact, 7.2% is 2.4% plus 4.8% of those who download more than 5 applications per month) of users (even if in the context of the American market, although we are sure that this is an observation comScore can be scaled with a minus sign to other regions). All other users are “left out”. Conclusion: now is the time to look for new advertising channels, possibly outside of mobile devices.
On the other hand, it is not at all a fact that new channels will be able to correct the situation, given that most of the time that users spend working with applications goes to work with a single program.
We also found the following fact rather curious in the study: iPhone owners, on average, receive much more users of Android devices: $85 thousand per year versus $61 thousand.
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