Much of the talk in the past has been about increasing audience fragmentation on mobile, web and smartphone apps. But according to the US Mobile App Report, the opposite may actually be happening — concentration and consolidation.
What has become glaringly evident is that more and more digital media time is being spent on a smaller and smaller number of apps – over 50% on just 5 apps. This unsurprisingly is led by Facebook, but Youtube, Google Maps, Instagram and Facebook messenger also feature prominently. The result is that users are also downloading fewer new apps, so it’s getting harder to break through.