Mobile app usage is rising dramatically while desktop usage declines. Nearly 90% of mobile internet time is spent in apps rather than browsers. Most users have 10+ apps installed and spend over half their mobile time on social and communication apps like Facebook, WhatsApp, and Instagram. Younger generations especially millennials and Gen Z are heavy mobile app users, opening apps over 50 times per day, and they are key audiences for mobile marketing. Video apps see the most consumer spending of any non-gaming app category.

1. ADVERTISING ON MOBILE APP: 10 facts you need to
know to succeed with your digital marketing in 2021

2. THE STATE OF MOBILE MARKETING
• It should come as no surprise that the number of mobile users today is greater
than the number of desktop users!
• Furthermore, studies have shown that users prefer mobile apps more than
mobile websites. This makes for a strong reason to deploy marketing
communication campaigns on mobile apps in reaching out to potential and
existing customers.
• The choice of campaigns on mobile apps or websites goes beyond the cost and
audience they serve, particular attention needs to be paid to the attention
span of audience while engaging these platforms.
• For most businesses, budgetary constraints might demand making a choice
between mobile apps and website. Below are 10 facts to help you make an
informed choice.

3. In 2018, people were spending
3.6 hours per day on mobile (12
times more than a decade prior)
and just 2 hours per day on a
desktop or laptop (which has
stayed pretty consistent since
2008), according to the 2019
Mary Meeker report.
1
Mobile internet
usage is rising
while desktop
internet usage
continues to fall.

4. The gap between mobile app
usage and mobile browser
usage is also widening.
In 2020, eMarketer predicted
that adult smartphone users
will spend about 4 hours per
day using mobile internet, and
88% of that time will be spent
in mobile apps, rather than a
browser.
2
Nearly 90% of
mobile
internet time is
spent in apps

5. In a survey conducted by Statista
toward the end of 2019, nearly
three-fourths of respondents said
that they have at least 11 apps
downloaded on their phones
(excluding pre-installed apps). So
while new apps are not downloaded
very often, the average user still has
a decent number of apps constantly
demanding for their attention and
pleasure.
3
Most users
have more
than 10 apps
installed on
their phones

6. Google may own the most
apps on the market, but
Facebook ultimately wins with
4 out of the 5 most
downloaded and most used
apps.
Also interesting to note is that
all the apps in the top 5 are
social or communication apps.
4
Facebook Messenger is
the top mobile app
worldwide by
download, and
WhatsApp is the top
mobile app worldwide
by monthly active users.
(App Annie)

7. Although gaming apps are the most
commonly created, only 66% of
smartphone users have at least one
gaming app on their device.
In contrast, more than 95% of all
smartphone users have a
communication or social app, web
browser, utility or tool app, and
entertainment app.
Statista did not specify whether or
not pre-installed apps are included in
their data.
5
Only 66% of
smartphone
users have
game apps on
their phones

8. Not only are social apps the most
frequently downloaded, but they are also
where smartphone users are spending the
biggest chunk of their time (50% of total
usage time, to be exact).
In second place are video and
entertainment apps, like Netflix and
TikTok, coming in at 21% of total usage
time.
As App Annie reports, the lines are
beginning to blur between social apps and
entertainment apps as new generations
turn to them for similar purposes.
6
Smartphone users
spend 50% of their
mobile app time in
social and
communications
apps.

9. Among millennials (25-40 years
old) in particular, the number who
list social media apps as their
most frequently used category is
at 69%.
In second place, at 55%, is
messaging apps—because again,
the most popular use of apps is
connecting and communicating
with others.
7
Nearly 70% of
millennials say social
networking apps are
among their most
commonly used.
(MindSea)

10. Among millennials (25-40 years old) On a daily basis,
millennials open their mobile apps more than any
generation prior.
Are you one of them? By noon, the average millennial
would have opened four social apps, three
communication apps, a weather app, an email app
and the calculator app—and many of them have been
opened more than once.
It’s not that hard to get to 50! Younger generations
today are tech savvy and always on their phones.
in particular, the number who list social media apps as
their most frequently used category is at 69%.
In second place, at 55%, is messaging apps—because
again, the most popular use of apps is connecting and
communicating with others.
8
21% of millennials
say they open
their apps more
than 50 times per
day. (The Manifest)

11. As ComScore points out, smartphone
users between the ages of 13 and 24 are
the heaviest mobile app users.
This is supported by App Annie data,
which shows that gen Z holds the crown
for total number of sessions and total
time spent per month in top, non-
gaming mobile apps.
As App Annie also points out, gen Z is set
to soon surpass millennials as the largest
generation, so if your target audience
falls in this age group, this is good news
for you.
9
Gen Z spends
71% of their
digital media time
using
smartphone
apps.

12. Four out of the top five non-gaming apps
for 2019 based on worldwide consumer
spend were video apps.
Video has been a growing content format
for years now, and it’s not going away.
It is also a popular type of content for
subscriptions, so video apps drive a big
chunk of mobile revenue.
The fact is, in and outside of apps, video
content is rising in use and
popularity across industries and including
video or animations in your campaign is
sure to drive more engagements.
10
Consumers
spend the
most on video
apps. (App
Annie)

13. • Hopefully this post will helped you think a bit more critically and help you
make strategic decisions that will positively impact your bottom-line.
• However, if you are looking for a partner to help you with your digital
marketing especially mobile marketing, I would love to chat with you.
• My team at Transsion’s HippoAD (the global mobile marketing experts) is
always at your service. Our performance-based offerings present brands
and their agencies with the opportunity to leverage our extensive media
reach when targeting for marketing communications.
So, there you have it!

14. • Our office in Lagos (Nigeria) is responsible for the West and
Southern Africa Markets consisting of 15 countries.
• This means that your business interests are no longer restricted by
international borders or physical presence.
• Feel free to request for our brand deck for more information.
• It will be a pleasure to engage further with you.

15. CONTACT US
www.hippoad.com
Wale Alaba
Senior Sales Manager, HippoAD (West & Southern Africa)
ATG HOUSE, 2A, Isaac John Street, GRA Ikeja,
Lagos, Nigeria.
www.transsion.com
walealaba@unihippoad.com
wale.alaba@transsion.com
+234902 100 2666
+234814 864 1594
A Transsion Holdings
Company

16. Focus on Emerging Market
Global Mobile Marketing Expert