Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time. Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.

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2. © comScore, Inc. Proprietary. 2
About this report
This is a condensed version of the 48-page 2016 U.S. Mobile App Report. To download the full complimentary version of the
report, please visit:
www.comscore.com/USMobileAppReport2016
Important Definitions:
o Any reference to “mobile” means the combination of smartphone and tablet. When data is referring specifically smartphones
or tablets, it will be labeled accordingly.
o All mobile data is based on Age 18+ population.
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”. A “daily visitor” is similar to a “daily active user/DAU.”
For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.

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Over the past three
years, total digital
media time spent
has grown 53%,
driven mostly by
mobile apps and, to
a lesser extent,
mobile web. The
past year has seen
healthy but weaker
growth rates on
mobile, while
desktop usage has
actually declined by
11%.
Digital media usage time, driven by mobile apps, has exploded since
2013, but growth across all platforms is beginning to slow.
476,553 480,967 550,522 491,743
409,847
621,410
778,954 864,32877,081
97,440
118,299 124,787
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Jun-2013 Jun-2014 Jun-2015 Jun-2016
TotalMinutes(MM)
Desktop Mobile App Mobile Web
Growth in Digital Media Time Spent
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
+62%
+111%
+3%
+21%
+5%
+11%
-11%
+25%
+14%
+26%
+52%
+1%
% Change
vs. June 2013

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30%
35%
40%
45%
50%
55%
60%
65%
70%
Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015 Jun-2016
%ShareofDigitalMediaTimeSpent
With desktop
engagement finally
in decline, it is now
losing share to
mobile at a rapid
rate. The
convenience of
smartphones and
tablet devices, and
the innovation
around mobile apps
have completely
shifted the digital
media landscape in
favor of mobile.
Mobile now represents almost 2 out of 3 digital media minutes, and
mobile apps are approaching 60% of total digital time spent.
Share of Digital Media Time Spent by Platform
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
Share of Digital Time Spent on MOBILE APP
Share of Digital Time Spent on MOBILE
33%
58%
42%
67%
51%
49%
Share of Digital Time Spent on DESKTOP
+16pts
-16pts
+16pts
Share of Digital Time Spent on SMARTPHONE APP+16pts 49%
33%

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87% 88% 83%
13% 12% 17%
0%
20%
40%
60%
80%
100%
Mobile Smartphone Tablet
ShareofMobileTimeSpent
App Web
Mobile app continues to outpace mobile web by a 7:1 margin in time
spent, a ratio that has held constant for the past two years.
Mobile time spent
continues to be
dominated by apps,
and has maintained
the same ratio of
app to mobile web
time the past two
years. Tablets have
a higher percentage
of activity happen
on the browser,
given its more
comparable screen
size to desktop and
a lighter selection of
tablet-optimized
apps.
Share of Time Spent on Mobile: App vs. Web
Source: comScore Mobile Metrix, U.S., Age 18+, June 2016

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In the past two years, the average Top 1000 digital media property’s
audience is up 36% due to huge gains in mobile audiences.
Over the past year,
average digital
audience size has
grown 36% among
the top 1000
properties. Mobile
audiences have
grown 81% in that
time vs. a 4%
decline on desktop.
Mobile audiences
first passed desktop
in June 2014 and
within two years
have doubled those
on desktop.
Avg. Monthly Audience for Top 1000 Properties for Total Digital, Mobile, and Desktop
Source: comScore Media Metrix Multi-Platform, U.S., Total Audience
4
6
8
10
12
14
16
18
Apr-2014
May-2014
Jun-2014
Jul-2014
Aug-2014
Sep-2014
Oct-2014
Nov-2014
Dec-2014
Jan-2015
Feb-2015
Mar-2015
Apr-2015
May-2015
Jun-2015
Jul-2015
Aug-2015
Sep-2015
Oct-2015
Nov-2015
Dec-2015
Jan-2016
Feb-2016
Mar-2016
Apr-2016
May-2016
Jun-2016
UniqueVisitors(MM)
MOBILE
TOTAL DIGITAL
6.4
12.4
6.5
16.7
12.3
7.2
DESKTOP
+36%
+81%
-4%
% Change
vs. June 2014
Mobile Surpassed
Desktop in June 2014

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51
63 59
23
33 4521
27
28
0
20
40
60
80
100
120
140
Jun-2014 Jun-2015 Jun-2016
NumberofApps
5-10 MM 10-20 MM 20 MM +
+29%
+24%
+43%
+4%
-6%
+36%
App audiences are a contributor to that growth, with the number of
apps reaching 5+ million users up dramatically from 2014.
The growing
number of mobile
apps reaching large
audiences proves
that apps should not
only be viewed in
terms of
engagement metrics
alone. Big gains
were observed in
the number of apps
with 10-20 MM
users, signaling a
strengthening in the
second tier.
Number of Mobile Apps That Reached Unique Visitor Milestones
Source: comScore Mobile Metrix, U.S., Age 18+
95
123
133

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But establishing app audiences is hard, as their real value is in their
loyalty. They spend 20x more time on apps than mobile web visitors.
It may be more
challenging to build
a large audience on
apps, but those app
users are a very
loyal bunch. They
spend more than 3
hours per month on
the Top 1000 apps
on average – about
20x greater than
what mobile web
visitors spend on
their Top 1000
properties.
Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties
Source: comScore Mobile Metrix, U.S., Age 18+, June 2016
4.0
11.4
App Mobile Web
188.6
9.3
App Mobile Web
Average Monthly Unique Visitors (MM) Average Monthly Minutes per Visitor
3x
mobile
app
20x
mobile
web

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Smartphone home screen real estate is scarce, and frequency of
usage determines which apps get promoted to this screen.
3 out of 4
smartphone users
made the effort to
customize which
apps appear on
their home screen.
The desire to
access certain apps
easily and rapidly
are the key drivers
in determining
which apps get
placed on the home
screen.
Percent of Users that Intentionally Move Apps
to Home Screen
Source: comScore Custom Survey, U.S., Age 18+, August 2016
59%
56%
40%
27%
12%
How often I use the app
Easier access
I often need to access the app
quickly
My interest in that app or kind of
app
I like how the logo looks on my
home screen
Top Factors Influencing Decision to Move Apps
to Home Screen
Source: comScore Custom Survey, U.S., Age 18+, August 2016
75%
Purposely Moved Apps
to Home Screen

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45%
18%
10%
7%
4% 3% 2% 2% 1% 1%
5%
61%
18%
8%
5% 3% 2% 1% 1% 1% 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
Mobile users spend a really high percentage of their time on their #1
most used app, and about 9 out of 10 minutes within their Top 5.
Smartphone users
spend an
astonishing 45% of
their app time on
their #1 most used
app, and nearly
three quarters of
that time within their
Top 3. Tablet users
have even more
concentrated
activity, with 61%
dedicated to their #1
app and 87% within
their Top 3.
Share of Individual Users’ Time Spent on Apps by Rank
Source: comScore Custom Analytics, U.S., Age 18+, June 2016
27
14
Smartphone Tablet
Avg. # of Different Apps Used per Month

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The Top 25 mobile apps are still dominated by the largest internet
companies, with Facebook and Google owning the top of the list.
The Top 7 – and 8 of
the Top 9 – apps are
owned by Facebook
or Google. The Top
25 apps can all be
broadly classified as
either Utilities (9),
Social (6),
Entertainment (6), or
Retail (4),
highlighting some of
the most critical
needs that apps fulfill.
Despite some
movement within the
Top 25, the only new
entrant to the list this
year was Groupon.
Top 25 Mobile Apps by Unique Visitors (000) with Y/Y Growth
Source: comScore Mobile Metrix, U.S., Age 18+, June 2016
* “Apple Music,” as it appears in comScore’s monthly reporting, is referring to Apple’s native music app, which captures all music activity within that app, including listening via the
streaming service, radio service and users’ personally downloaded music libraries..
Social
Entertainment
Utilities
Retail
19%
36%
18%
25%
11%
12%
16%
3%
20%
55%
35%
22%
52%
26%
68%
3%
14%
13%
23%
16%
35%
40%
26%
10%
10%
149,562
129,676
116,403
95,311
89,924
86,713
78,734
76,500
75,385
67,489
66,734
60,351
51,955
51,428
50,090
47,770
46,916
40,362
39,511
37,821
33,337
30,213
27,804
27,547
23,723
Facebook
Facebook Messenger
YouTube
Google Maps
Google Search
Google Play
Gmail
Pandora Radio
Instagram
Amazon Mobile
Apple Music*
Apple Maps
Snapchat
Pinterest
Google Drive
Yahoo Stocks
Twitter
The Weather Channel
Weather Channel Widget
Netflix
Spotify
Groupon
Walmart
eBay
Yahoo Mail
Y/Y %
Change

12. © comScore, Inc. Proprietary. 12
Many of the fastest growing apps are services that improve existing
real-world behaviors, such as hailing cabs, exercising and dating.
Waze helps you
navigate through
traffic more efficiently,
Uber and Lyft
improve the process
of hailing a cab,
Tinder makes dating
easier and Fitbit lets
you to track your
personal fitness
metrics. Bitmoji, on
the other hand,
capitalizes on a
newer digital
behavior, enabling
users to create
personal cartoon
avatars of
themselves for more
expressive
communication.
Fast Rising Apps – Unique Visitor Trend
Source: comScore Mobile Metrix, U.S., Age 18+
* Bitmoji’s percent change figure represents its app audience growth from February 2015 to June 2016.
0
2
4
6
8
10
12
14
16
18
20
Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015 Mar-2016 Jun-2016
UniqueVisitors(MM)
+828%
+492%
+1,524%
+195%
+220%
+2,371%*
% Change
vs. June 2014

13. © comScore, Inc. Proprietary. 13
Social Networking,
Music and Games
contribute nearly
half of total time
spent on mobile
apps. The strength
of the top categories
highlights that
mobile devices are
more heavily used
for entertainment
and communication
than their desktop
counterparts.
Share of Mobile App Time Spent by Content Category
Source: comScore Mobile Metrix, U.S., Age 18+, June 2016
Social and entertainment content dominate mobile app engagement,
representing the Top 5 categories and 60% of time spent on apps.
20%
16%
12%
7%
5%
4%
3%
3%
2%
2%
26%
Social Networking
Music*
Games
Multimedia
Instant Messengers
Retail
Photos
Search/Navigation
Portals
News/Information
Other
* As of January 2016, the Pandora Radio media property reclassified itself from the Radio category to the Music category. This had a significant and inorganic impact on both
categories’ time spent figures.
Indicates
entertainment and
communication
categories.

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For more information on the report, please contact:
Adam Lella, Senior Marketing Insights Analyst, alella@comscore.com
Andrew Lipsman, VP 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
To download the full 48-page version of this report, please visit:
www.comscore.com/USMobileAppReport2016