2017 U.S. Mobile App Report

1. © comScore, Inc. Proprietary.

2. © comScore, Inc. Proprietary. 2 About this report This is a condensed version of the 57-page 2017 U.S. Mobile App Report. To download the full complimentary version of the report, please visit: www.comscore.com/USMobileAppReport2017 Important Definitions: o Any reference to “mobile” means the combination of smartphone and tablet. When data is referring specifically to smartphones or tablets, it will be labeled accordingly. o All mobile data is based on Age 18+ population. o Age 18-34 segment may be referred to as “Millennials”. o A “unique visitor” is a person who visits an app or digital media property at least once over the course of a month. This metric, in app parlance, is equivalent to a “monthly active user/MAU”. For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.

3. © comScore, Inc. Proprietary. 3 Digital media usage time is driven by mobile apps, with smartphone apps accounting for half of all time spent Share of Digital Media Time Spent Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2017 Smartphone App 50% Tablet App 7%Smartphone Web 7% Tablet Web 2% Desktop 34%

4. © comScore, Inc. Proprietary. 4 App usage tends to be heavier among younger users, with 18-24 year-olds spending more than 3 hours a day on apps Average Daily Hours per Mobile App Visitor by Age Source: comScore Mobile Metrix, U.S., Age 18+, June 2017 2.3 3.2 2.6 2.3 2.0 1.8 1.6 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ AverageDailyHoursperVisitor

5. © comScore, Inc. Proprietary. 5 Mobile app dominates time spent vs. mobile web, with a slightly higher split for smartphones than tablets Share of Time Spent on Mobile: App vs. Web Source: comScore Mobile Metrix, U.S., Age 18+, June 2017 Mobile App 87% Mobile Web 13% 82% 18% 12% 88%

6. © comScore, Inc. Proprietary. 6 The average user spends 16x more time on the top apps than they do on the top mobile websites, but mobile web tends to capture larger audiences Top 500 Mobile Apps vs. Top 500 Mobile Web Properties Source: comScore Mobile Metrix, U.S., Age 18+, June 2017 7.0 15.7 App Mobile Web 186.9 11.9 App Mobile Web Average Monthly Unique Visitors (MM) Average Monthly Minutes per Visitor 2.2x mobile app 16x mobile web

7. © comScore, Inc. Proprietary. 7 Mobile apps have a higher concentration of time spent in the top 10 and a significantly smaller long-tail than desktop and mobile web Concentration of Time Spent in Top Websites & Apps Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2017 48% 44% 53% 9% 11% 19% 3% 4% 7% 6% 11% 12% 35% 29% 9% Desktop Web Mobile Web Mobile App Rank 1-10 Rank 11-50 Rank 51-100 Rank 101-500 Rank 501+

8. © comScore, Inc. Proprietary. 8 49% 18% 10% 6% 4% 3% 2% 2% 1% 1% 4% 65% 17% 7% 4% 2% 1% 1% 1% 0% 0% 1% 0% 10% 20% 30% 40% 50% 60% 70% 1 2 3 4 5 6 7 8 9 10 11+ ShareofTimeSpentonApps Individuals’ Top Ranked App by Usage Smartphone Tablet Smartphone users spend half their time on their #1 most used app, while tablet users spend almost 2/3rds of their time on it Share of Individual Users’ Time Spent on Apps by Rank Source: comScore Mobile Metrix (Custom), U.S., Age 18+, June 2017 25 14 Smartphone Tablet Avg. # of Different Apps Used per Month

9. © comScore, Inc. Proprietary. 9 Across age segments, smartphone users’ #1 app accounts for half of all time spent on apps, and the top 10 account for almost the entirety Concentration of App Time Spent by Smartphone App Rank Source: comScore Mobile Metrix (Custom), U.S., Age 18+, June 2017 48% 77% 88% 96% 49% 77% 87% 96% 53% 80% 89% 97% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Top 1 Top 3 Top 5 Top 10 %ofAgeSegment’sTotalAppTimeSpent Age 18-34 Age 35-54 Age 55+

10. © comScore, Inc. Proprietary. 10 The majority of app users access 20 or fewer apps in a month, but younger users are much more likely to exceed that Number of Monthly Apps Used by Age Segment Source: comScore Mobile Metrix (Custom), U.S., Age 18+, June 2017 18% 22% 29% 38% 39% 43% 29% 25% 20% 11% 9% 7% 4% 5% 2% Age 18-34 Age 35-54 Age 55+ 1-10 apps 11-20 apps 21-30 apps 31-40 apps 41+ apps 44%

11. © comScore, Inc. Proprietary. 11 Signs of ‘app addiction’ are much more prevalent amongst Millennials, who rely on apps and have the urge to constantly check them Smartphone Users’ Attitudes About the Importance of Apps by Age Segment* Source: Custom Survey, U.S., Age 18+, 2017 Wave 76% 74% 63% 51% 49% 36% 39% 26% 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% My smartphone would be useless to me without apps The instant I feel bored, I get an urge to pull out my phone and open an app When I see a notification for one of my apps, I have to check it immediately %WhoStronglyAgreeorAgree Age 18-34 Age 35-54 Age 55+ * Represents the percentage of smartphone users who responded on a 5-point scale that they “Strongly Agree” or “Somewhat Agree” with the statements shown.

12. © comScore, Inc. Proprietary. 12 Facebook and Google own the top 6 – and 8 of the top 10 – most used apps, with Snapchat and Pandora rounding out the ranking Top 10 Mobile Apps by Penetration of App Audience Source: comScore Mobile Metrix, U.S., Age 18+, June 2017 Facebook Google 81% 71% 68% 61% 57% 50% 50% 47% 44% 41% Facebook YouTube Facebook Messenger Google Search Google Maps Instagram Snapchat Google Play Gmail Pandora Radio Google Search Google Maps Gmail FB Messenger

13. © comScore, Inc. Proprietary. 13 Many of today’s most prominent fast-growing apps are marketplaces or services that are thriving due to network effects Fast Rising Apps – Unique Visitor Trend Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 – June 2017 0 5 10 15 20 Jun-2015 Sep-2015 Dec-2015 Mar-2016 Jun-2016 Sep-2016 Dec-2016 Mar-2017 Jun-2017 UniqueVisitors(MM) Waze WhatsApp Uber Wish letgo Bitmoji OfferUp Lyft Musical.ly Venmo +282% +99% +166% +1,224% % Change vs. Jun 2015 +441% +630%* +2,078% +171% +91% +127% * Musical.ly’s percent change figure represents its app audience growth from August 2015 to June 2016.

14. © comScore, Inc. Proprietary. 14 Share of Mobile App Time Spent by Content Category Source: comScore Mobile Metrix, U.S., Age 18+, June 2017 The top 6 categories representing nearly 2/3rds of time spent on apps are entertainment or communication-focused 20% 18% 10% 10% 4% 3% 3% 3% 3% 3% 23% Social Networking Music Multimedia Games Photos Instant Messengers Retail Search/Navigation News/Information Maps Other Entertainment & Communication Categories Music +2 pts vs. June 2016 Multimedia +3 pts vs. June 2016

15. © comScore, Inc. Proprietary. 15 To download the full 57-page version of this report, please visit: www.comscore.com/USMobileAppReport2017 For more information on the report, please contact: Adam Lella, Senior Marketing Insights Analyst • alella@comscore.com Andrew Lipsman, SVP Marketing & Insights • alipsman@comscore.com SURVEY RESEARCH BY Kelly Pedotto & Vivey Chen CUSTOM DATA ANALYTICS BY J.P. McElyea For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

2017 U.S. Mobile App Report

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2017 U.S. Mobile App Report

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