In 2015, overall mobile application usage grew by 58 per cent says the State of Mobile report by Flurry, Yahoo’s mobile analytics, monetisation and advertising company. The study reveals that application categories such as personalisation, news and magazines, and productivity, led the year-on-year growth with triple digit numbers.
Flurry tracks more than 2.1 billion smartphones across the globe every month and it says that though the growth rate has declined in the last two years; which was 76 per cent in 2014 and 103 per cent in 2013, the majority of the growth has come from the existing mobile users and not new ones. About 40 out of 58 per cent total growth in sessions came from existing users, compared to 20 per cent in 2014 and 10 per cent in 2013.
However, the report cites that there are four major categories that grew faster than average in 2015 from a category perspective, namely; Personalisation applications ranging from android lock screens to Emoji Keyboards that let users share correspondence with their peers; which saw a 332 per cent growth. News and Magazine applications that saw a shift from television and PCs to Smartphones and phablets; grew by 135 per cent. Productivity applications such as email apps, Google Docs, Microsoft productivity suite etc, grew by 125 per cent. And lastly, Lifestyle and Shopping applications grew 81 per cent in 2015 compared to 174 per cent growth in 2014, validating that mobile ecommerce is fast growing and accounts for 33 per cent of online commerce in the US and 40 per cent of online commerce around the globe.
The report also studied the YoY session growth rates of News and Magazine, Sports, and Music, Media, and Entertainment categories on phablets and all devices combined to find that these three categories dramatically over-indexed on phablets compared to the growth rates on all devices combined standing at 4.8, 4.6 and 4 times respectively. Talking about form factor, phablets have grown 2.9 times more than average, recording a growth of 334 per cent YoY in comparison to 117 per cent for all other form factors. Which validates that this has become the primary device for content consumption.
According to the report, phablets will become the dominant form factor by October next year. Interestingly, consumers want their content on a bigger screen as 27 per cent of new devices activated during Christmas and 50 per cent of all android activated around the same time were all phablets.