Brazilians are the most active demographic in terms of both usage and engagement, while the UK leads the world for shopping app use, according to new research.
The study, from ad platform Cheetah Mobile, looked at global app usage.
Global general findings
• Globally, Brazilians are the most active demographic in terms of both app usage, 29 per month per person (this means they have an average of 29 apps on their smartphones), and engagement, 54 times per month, which means on average, they each use apps 54 times a month
• Casual Gaming, Social and Communication apps are the categories which see the highest engagement and highest usage across all countries:
• Communication apps have the highest competition with an average usage of 2.65 app per user per month and also the highest engagement rate with 387.85 times usage per user per month globally
Global engagement (per user, per month)
• The US, UK and Canada show the highest engagement rates with social apps, in these markets the interaction rate is on average over 315 times per month per users
• Communication apps show the highest engagement rate across all fields: Brazilians interact 785 times (on average) per month with them, followed by Germany, Mexico and India Engagement rates on these apps for all the above countries are over 500 times on average per user per month
Key findings in the UK
• The UK are ahead of all the countries when engaging with shopping apps with an average of 102 times per month, per user – double as often as the US with 58 times p/u, p/m
• However, the most apps UK consumers have are communication apps, up to 3 apps per user per month
• The UK shows the second highest rate of communication app usage with 2.7 apps per user, per month. Only India has a higher rate: 3.7 apps per user per month
• Educational gaming apps show the lowest engagement rate – 14 times per month per user
• On average, users possess only one music gaming app – which appears to be the least popular app field
View the infographic showing key findings below: