comScore’s U.S. Mobile App Report Sheds Insight on Digital Behavior

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According to a new study released by comScore, U.S. users are spending the majority of all digital media time on mobile apps. Accounting for 52% of the time spent using digital media, mobile app usage consumes more of our time than either desktop usage or mobile web browsing.

The report shows that total mobile activity including mobile browser usage accounts for 60% of time spent, while desktop-based digital media consumption accounts for the remaining 40%.

Apps are the driving force behind the vast majority of media consumption activity, accounting for 7 out of every 8 minutes. Smartphones have a slightly higher rate of app activity compared to browser at 88% usage versus 82% on tablets.

The comScore report also detailed several interesting figures related to app user behavior, noting that more than one-third of all smartphone owners download at least one app per month. The average smartphone user within this demographic downloads three apps per month. And the total number of app downloads appears to be highly concentrated within a small segment of the smartphone population — the top 7% of owners account for nearly half of all download activity in a given month.

Consumers also routinely use the apps that they download. More than 57% of smartphone users accessed their apps every single day, while 26% of tablet users did so. And 79% of smartphone users accessed apps at least 26 days per month, versus 52% for tablet users.

The report also shed light on app specific usage. An impressive 42% of all app time spent on smartphones occurs on the individual’s most used app. And almost three out of every four minutes is spent on the individual’s top four apps.

Social Networking, Games and Radio make up for nearly half of the total time spent on mobile apps, showing that mobile usage is heavily concentrated around entertainment and communication. iPhone users prefer spending time consuming media, with general news, radio, photos, social networking and weather as the highest-ranking categories. Android users prefer spending more time in search browsers and email.

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The highest-ranking apps is dominated by some of the largest digital media brands, including Facebook, Google, Apple, Yahoo, Amazon and eBay. Facebook is the top app, in both audience size and share of time spent among each demographic segment.

The report also details more information about users. iPhone users have 40% higher median incomes, and engage with more applications than Android users. But Android ranks as the top smartphone operating system with 83.8 million U.S. smartphone subscribers, compared to iPhone’s estimated 67.4 million.

Opera Mediaworks continues strong growth in Q2

  • Drives record revenue and profits for Opera Software ASA
  • Mobile advertising platform now comprises over 50% of overall Opera revenues

Opera Software reported its second quarter earnings this week, showing strong revenue growth from its mobile advertising subsidiary Opera Mediaworks.

Some of the revenue highlights from Opera Software are:

·  Revenue of $ 100.6 million, up 38% versus Q213

·  Adjusted EBITDA* (excluding one-time extraordinary costs) of $ 27 million, up 24% versus 2Q13

From the total Opera revenues, Opera Mediaworks, the world’s leading mobile ad platform, reported revenues of $51.1 million in Q2 2014, up 83% compared to Q2 2013.

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In this quarter, for the first time, the Opera Mediaworks business became the largest source of revenue for Opera (51% of total Opera Software revenues).

Together in Q2, total advertising impressions managed by the Opera Mediaworks (including Opera Owned and Operated properties) was 187 billion.

This past quarter, Opera announced the acquisition of AdColony, a global leading mobile video ad platform – now part of the Opera Mediaworks business. On a combined basis, this clearly establishes Opera Mediaworks as a global leader in mobile advertising, with a total monthly reach north of 800 million unique consumers.

The global advertising industry continues to experience a macro shift in advertising spend from traditional offline channels, such as print, television and radio to online channels, with mobile taking an increasing share of the online/Internet medium.

This shift from offline to online has been fueled by several factors, namely, the increasing amount of time consumers spend online and on mobile devices, and the fact that digital advertising compared to traditional offline advertising enables much better targeting, provides opportunities for more user interaction, and provides better measurement capabilities.

“Opera Mediaworks’ goal is to power the mobile advertising economy through innovation, transparency and trust. Our end-to-end platform is the only service portfolio that serves the needs of brands, agencies, publishers and developers,” says Mahi de Silva, CEO, Opera Mediaworks.

“The shift in digital advertising towards mobile, combined with our expertise of being a mobile-first ad platform, has fueled tremendous growth at Opera Mediaworks. In a time, where most ad-tech companies are struggling to make a profit, we are very proud to deliver record revenue and profit in the second quarter,” he added.

You can read more about Opera’s Q2 results here.

Opera Mediaworks Launches Innovation Lab

 

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Opera Mediaworks announced today the exciting launch of Innovation Lab.

Innovation Lab is brought to you by a team of industry experts and innovators assembled to help advertisers deliver next generation mobile ad campaigns. Unlike a traditional product team, whose primary role is to provide solutions to the problems that mobile marketers face today, the Opera Mediaworks Innovation Lab will focus solely on the needs of tomorrow. The Innovation Lab’s goal is to create new products and solutions, leveraging technical innovation available at scale – that will help marketers reach the next generation of mobile consumers in the most effective and engaging way.

The team is led by Orr Orenstein, Head of Innovation for Opera Mediaworks and is supported by team members Deep Katyal, Andrew Dubatowka, Matthew Kesack, Kyle Beeco, Jeremy Siegel, Salah Shami, Chris Damski, Ben Dimond, Gonzalo Borras and Matt Tice.

Have questions for the brainpower behind the Innovation Labs team? From August 26 to September 2  you can submit your questions about the mobile ecosystem to Opera Mediaworks on Twitter, Facebook and LinkedIn with the hashtag #stumpthelab. We’ll gather your questions and have two Innovation Lab team members answer them in a video “stumping session” to be filmed September 9, 2014. The first question to stump our Innovation team will award the asker with a iPhone 6 – so submit those questions today!

Click here for more information on Innovation Labs and the team behind it, and don’t forget to follow the contest and Innovation Lab updates on Twitter, Facebook, and LinkedIn.

Do you think you can #stumpthelab?

#STUMPTHELAB GIVEAWAY RULES
NO PURCHASE NECESSARY.  VOID WHERE PROHIBITED BY LAW.
The #stumpthelab giveaway (“Giveaway”) is open to legal residents of the United States, except for residents of Florida, New Jersey and Rhode Island, 18 years or older only.
ENTRY PERIOD
Entry Period shall be from 12:00 PST, August 27, 2014 t0 11:59 PM PST on September 3, 2014.
To enter the Giveaway, you must successfully submit a question concerning mobile advertising to @Omediaworks on Twitter or at melissa@operamediaworks.com. Incomplete submissions or subsequent entries utilizing the same email address will be ineligible.
PRIZES
Opera shall select three (3) submissions as finalists.  Among those, one finalist will be chosen by random drawing on September 9 2014 to be eligible to receive an unlocked Apple iPhone 6 (16GB)(ERV $649) once released in the US. Opera is not responsible to honor any manufacturer warranties or provide customer service.
NOTIFICATION/OFFICIAL RULES
Winners will be notified by email and must respond within three (3) days of being contacted. If you do not respond within that period, another winner will be chosen. Prizes are purely for promotional purposes. The full list of official rules are located at http://www.opera.com/portal/contestrulesBy submitting an entry as described above, you agree to be bound by these rules.
 WINNERS LIST
The winner’s name will be available online at https://twitter.com/OMediaworks after September 9 2014.

 

Driven by display, mobile ad revenue nearly 2X from last year

 Mobile advertising revenue jumped to $19.3 billion in 2013, almost doubling its total from 2012, according to a new estimate by the Interactive Advertising Bureau, IAB Europe and research firm IHS Technology.

One of the big findings was that while search represented nearly half (48.9%) of total global mobile ad revenue, pulling in $9.5 billion last year, it was display (41.5% share) that showed the most growth, surging 123.4% to $8 billion.IAB report mobile ad revenue 2013

[Source: Interactive Advertising Bureau, August 2014]

 

Both categories were stimulated by smartphone penetration as more affordable data plans drove location-based search-on-the-go, said the IAB.

Interestingly, it was about a year ago (June 2013) that Opera Mediaworks’ CEO Mahi de Silva wrote in the Harvard Business Review:

“Over the past couple of years [mobile] has evolved so quickly that Gartner has even predicted mobile display ad spending will grow and take over from mobile search by 2016. We think it will be much sooner than that, perhaps as early as 2014.

Looks like he might be right — display is really creeping up on search, and certainly has more momentum.

Messaging had a 9.6% share ($1.9 billion) and grew 19.4%, slowing down as users are shifting from operator-owned messaging services to alternative platforms like WeChat, Line and WhatsApp.

The regional breakdown was not much of a surprise. North America constituted the largest share of the mobile advertising at 41.9%, while Asia-Pacific was not far behind at 38.9%. Europe weighed in at 17.3%, the Middle East and Africa at 1.2%, and Latin America at 0.7%.

Growth year-over-year was solid across the board, led by Latin America, which soared 215% (to $144 million) from 2012 figures.

Major increases also came from North America and Europe. In 2013, North America saw growth of 122%, followed by Europe with 90%, Asia-Pacific with 69%, and the Middle East and Africa with 45%.

Much of the growth has been attested to the rapid adoption of Android devices globally, and how they are helping consumers shift from “dumb phones” to smartphones and other mobile devices where rich media ads can not only be served but are far more effective. (For more mobile ad trends from 2013, see our end of year report.)

Overall, these numbers really reflect mobile’s rapidly growing importance in the media world. And as mobile ad campaigns become easier to develop, purchase and measure, the mobile ad market is going to keep growing.


 

 

Opera Mediaworks Makes A Splash In The Summer

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On August 7th, Opera Mediaworks took over Manhattan with our summer “212″ Party in New York City!

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Our 2,000 guests mingled against the brilliant background of the Manhattan skyline while sipping our signature “O” cocktail: “The Operative.” Guests mingled with celebrities and danced the night away at GOV’NORs Beach Club on Governors Island.  It was a fun celebration of summer and a great way of bringing everyone together.

Other offices participated in the summer fun with picnics and team-building field days.

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In San Mateo, employees and their families gathered together for a carnival-style picnic including face painting, games, and BBQ while in London the Opera Mediaworks team got out in the sun for a field day with tug of wars, sack races, and friendly competition.

We’re excited for the rest of the summer, and look forward to all of the events coming in the fall. Keep following us on Facebook, Twitter, and LinkedIn for more details.

Happy August!

Opera Mediaworks Takes On The Windy City: MMS Chicago!

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Opera Mediaworks was in Chicago today at Mobile Media Summit! CPG, Retail andQSR (Quick Service Restaurant) dominated the discussion at this third annual summit, the focus being on how mobile is changing the media mix for hundreds of senior agency, media, brand and publisher executives.

Our very own Scott Swanson, President of Global Advertising Services moderated the keynote: “McDonalds Making Moves In Mobile” alongside industry leaders from McDonalds and DDB.

We hope you were able to attend this informative Summit! Here are some pictures from the panel, and make sure you follow us on Twitter, Facebook and LinkedIn for more updates from the event.

Say Hi to Some of the Newer Members of the Opera Mediaworks Team!

As Opera Mediaworks steadily grows, it’s fun to see the teams internationally, and close to home, share their pride for the brand. We recently were sent pictures of the offices in Buenos Aires and the newly-acquired AdColony team in Los Angeles, California- all proudly displaying the “O”. We’re excited to share these new faces with you!

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Now that you’ve met some more of the team, don’t forget to come see Opera Mediaworks in Chicago on July 29th at Mobile Media Summit. CPG, Retail and QSR (Quick Service Restaurant) will dominate the discussion at this third annual summit, so come learn how mobile is changing the media mix for hundreds of senior agency, media, brand and publisher executives.

For more information and registration click here. As always, remember to follow us on Twitter, Facebook and LinkedIn for more updates and events!

Opera Mediaworks at the AAN Convention in Nashville!

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With mobile device use exploding, Opera Mediaworks had the opportunity to review current mobile trends and research at the AAN Convention in Nashville, TN on July 10, 2014. Our own Wouter Vermeulen, Director, Platform Sales and Service, spoke on the “State of Mobile 2014: Advice, Insights and Innovations” panel alongside panelists from Nieman Journalism Lab and the Charleston City Paper.

 Wouter’s presentation focused on how publishers can better monetize their ever growing mobile audience using AdMarvel as a service  under the Opera Mediaworks umbrella.

 ”As Opera Mediaworks continues to be the leading unified end-to-end platform servicing the entire advertising value chain, I am particularly excited about the partnership with AAN’s premium local publisher groups,”  said Wouter. “With a tremendous audience shift towards mobile, AdMarvel as a service will help connect AAN’s local audience to national advertisers via 140+ mobile-focused ad networks, DSPs and agency trading desks connected to AdMarvel today where publishers have full control and visibility to filter what categories of ads appear on their apps.”

 Wouter also walked the audience through some key mobile ad trends to watch in 2014, including: rich media, video, native, and cross platform audience retargeting in a programmatic world.

To know more about AdMarvel as a service, email wouterv@opera.com and don’t forget to follow us on Twitter, Facebook, and LinkedIn for more updates!

Opera Mediaworks’ report highlights highest-ranking fans, platforms, advertisers around global sporting event

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In the middle of one of the biggest sporting events of the year, Opera Mediaworks found that mobile use by an average U.S. consumer approaches three hours a day and analysts predict mobile will be the third-largest advertising medium by the end of the year.

In the Q2 State of Mobile Advertising report, Opera Mediaworks paid special attention to mobile traffic to sites and apps containing content related to football, as mobile users across the globe were captivated watching the latest football news from Brazil on their mobile devices. Read more here on the observations found.

Follow Opera Mediaworks on Twitter, Facebook, and LinkedIn for more updates!

Opera Mediaworks at VentureBeat’s MobileBeat in San Francisco

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On July 9th, CEO Mahi de Silva will be speaking at VentureBeat’s MobileBeat at 11:50am in San Francisco alongside speakers from Fetch, Tango and AOD Mobile at VivaKi. The panel, entitled “Programmatic capabilities: State of the industry and what is next” will focus on how mobile ad inventory is increasing, benefitting not only advertisers but also publishers and users. Mahi and the panel will discuss how the programmatic stack changes the expectations in terms of performance, why programmatic buying is on pace to becoming the main way to serve advertising, and the best supporting platforms and data strategies.

On the same day, Mahi will also host a lunch roundtable discussion titled “The Mobile Advertising Revolution: Bigger than Desktop” from 12:40 pm to 2:00 pm at MobileBeat.

 Come participate in this exciting discussion led by senior executives at the top companies in the industry. MobileBeat is VentureBeat’s seventh annual event on the future of mobile and has gathered the industry’s biggest names to uncover new case studies, insights and strategies designed to help you leverage mobile to increase profitability for your company.

 Learn more about MobileBeat here. We look forward to seeing you there!

Don’t forget to follow us on Twitter, Facebook and LinkedIn for more updates.