Brands and marketers may learn more about their customers' media, entertainment, and shopping preferences by tracking app usage and engagement data. However, in order to highlight the precise app decisions users are making when it comes to time spent on their mobile devices, these metrics must go beyond the presentation of surface-level information. Getting access to this data may be more challenging than ever due to regulation, privacy concerns, and tighter ecosystem constraints.

How many applications do individuals use on a weekly basis?

Beyond the quantity of downloads, you still need to know how well your software is performing. Using our unique technique, which enables the exchange of account-level data, we discovered that people between the ages of 16 and 25 spend about 45 hours per week using their iPhones.

Our analysis, which focuses on engagement, also reveals that people only use 42 applications actively each week, suggesting that the stickiness of new apps may be quite low. Although there have been billions of downloads, the average user just has a few applications on their phone, and the number of apps they use regularly is significantly lower.

Where do Gen Z consumers want to shop?

You may be surprised to see how much more about your audience you may learn if you have access to mobile and account-level data. You can monitor not just how users engage with your app, but you can also observe which other applications are vying for users' attention and time.

For instance, despite the fact that the Apple App Store and Amazon app continue to rule the shopping scene, our most recent report revealed that SHEIN has maintained its position, with nearly 28% of people between the ages of 16 and 25 using it on a weekly basis 1.9 times more than the typical listed shopping app. Competitors that don't want to lose the Gen Z market share to this increasingly well-liked shopping app should look into this more closely.

Gender barriers in gaming are being broken by women

If women make up a large portion of your audience, you should take some of their peculiar mobile habits into account. When it comes to engagement, TikTok is king in many categories, but it has a greater impact on women. While 67% of users 16 and older use TikTok for about 9.8 hours a week on average, 81.6% of women 16 to 25 use it even more often, spending 12.6 hours a week on average. 

Gaming is a whole different scenario, as gaming applications are eradicating gender stereotypes, with female gamers aged 16 to 25 playing on their iPhones for an average of 4.7 hours each week. This highlights the popularity and growth of iPhone devices for gaming among women as 3.3 hours for males between the ages of 16 and 25.

We have some compelling reasons to take another look at women in the gaming area and sell to them appropriately when we combine this gaming information with other data that demonstrates how much consumers are spending on products inside gaming applications (more than $17 monthly). In fact, according to our statistics, 14 of the top 15 vendors (apart from subscriptions) in terms of overall in-app expenditure were game publishers.



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More than simply views and downloads constitute engagement

While many app developers can be tempted to celebrate their success based just on the number of downloads, it is obvious that additional data and facts are required to fully comprehend the performance of any given program, especially in comparison to its rivals. Understanding an app's active involvement is crucial, as are insights on the other apps that users or potential users of the app are using.

Notifications are yet another crucial indicator of involvement. Are your communications being heard by users, or are they being silenced? According to our research, the top three community-based messaging and gaming applications for average weekly notifications are Messages (199), Snapchat (149), and Discord (134). Telegram (94), Twitch, and other intriguing newcomers are worth following (54).

Examining what we refer to as "purposeful" or "priority" engagement is crucial, only to add one more dimension to the engagement measure. It is possible to determine someone's level of purposeful participation by seeing which app they open first when they pick up their phone. We discovered that Snapchat was by far the most popular app among users between the ages of 16 and 25 in this demographic, being used 118 times weekly. Messages topped the list of apps used by people over 26 with 119 times per week.

As audiences do, so do their musical preferences

Did you know that while women are more likely to use Spotify or YouTube Music than men, men are more likely to utilize Amazon Music? These are just a few of the kinds of insights that the appropriate behavioral data may provide. Men spend about 33 hours (per 30 days) streaming audio material via the Musi app, and women spend roughly 30 hours on Spotify, according on our analysis of listening patterns. On the iOS platform, the vast majority (more than 85%) of audio material is listened to inactively, in the background, as opposed to directly.

Why is this crucial? The use of audio as a successful medium for grabbing audience attention is on the rise once more. In fact, 40% of listeners who were questioned said they planned their day and their activities around audio material, and 74% of listeners said they listened to audio as part of their "daily rituals." Brands may more effectively engage audiences and plan media expenditures by having a thorough grasp of things like audio consumption and behaviors in relation to music applications.


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Where can I find my behavioral data that is hidden

Understanding how people interact with their gadgets, applications, services, and media has been harder as the media and digital life landscape has become more fragmented. In order to acquire a competitive advantage and improve engagement with their supporters and customers, brands are looking to hidden behavioral data and trends.