Mobile App Usage Continues Strong Growth Path

Mobile app usage grew significantly again in 2015 and 2016 is expected to bring more of the same, according to Simon Khalaf, senior vice president, product and engineering, publisher products for Yahoo.

In 2015 overall app usage grew by 58 percent, according to Yahoo subsidiary Flurry. With the exception of games, every app category posted year-over-year growth with personalization, news and magazines and productivity leading the way with triple-digit growth, Khalaf said in a Flurry report.

While mobile app usage growth was down (58 percent versus 76 percent), the comparison base had grown as well, so the smaller rate should not be seen as a negative, according to Khalaf.

Personalization apps saw their sessions balloon more than 344 percent in 2015, Khalaf added. These apps range from Android lock-screens to Emoji keyboards. “When we looked deeper into the category, we noticed that the majority of the growth is coming from Emoji apps (mainly keyboards) giving consumers the ability to share customized correspondence in their favorite messaging apps, such as Facebook Messenger, Whatsapp, Line and Snapchat. It is not a surprise then to see Kim Kardashian’s app “Kimoji” skyrocket to the number 1 spot on the Apple AppStore, on its launch day.”

News and Magazine apps grew 141 percent in 2015, which Khalaf said validates the trend in media consumption we reported on last summer, signaling a shift in media consumption from television and PCs to smartphones in general, and phablets in particular.

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