ITV reality show Love Island has been the TV hit of the summer, and new research indicates that its fans are more loyal the the shows official app than major social networks.
New data from leading mobile data company Ogury, shows that the official Love Island app has more active users (76.2%) than the likes of Uber (60.5%), Deliveroo (61.7%), BBC News (71.1%), ASOS (76%), Amex (74.4%) and British Airways (61.2%).
• New data from leading mobile data company Ogury has found that the official Love Island app has more active users (76.2%) than Uber (60.5%), Deliveroo (61.7%), BBC News (71.1%), ASOS (76%), Amex (74.4%) and British Airways (61.2%).
• The average user spent more time on the Love Island app (8 mins, 9 secs) than on Facebook (6 mins, 24 secs), Twitter (4 mins, 1 sec) or Whatsapp (7 mins).
• A timeline of season four shows spikes in app activity during public votes and key events in the show – such as break-ups and ‘recouplings’.
With ITV recently reporting total Love Island app downloads of 2 million, as well as an 8% increase in turnover (£1.6bn) during the first half of 2018, the Love Island fad shows no signs of slowing down. A timeline of season four, developed via Ogury’s Active Insights app intelligence platform, highlights clear spikes in activity around public votes (cast via the app), key events, ‘recouplings’ and break-ups, during the popular TV show.
The timeline also shows how football pride captivated the nation – one of the lowest periods of activity on the Love Island app (4.9%) coincided with England’s quarter-final win against Sweden on 7th July.
For some fans, six hours of Love Island a week isn’t enough. The average user has opened the app more than 12 times over the course of season four, with an average time per session of 8 minutes, 9 seconds – that’s higher than Facebook (6 mins, 24 secs), Twitter (4 mins, 1 sec) or Whatsapp (7 mins).
As the hit show continues to grow a cult following, drawing in an average of 2.7 million viewers a night, it’s turning into a wider cultural phenomenon. From driving viewers back to the TV screen, inspiring fashion and even plastic surgery trends, Love Island’s app is an indication of how fans engage with and consume content on mobile today. These insights clearly illustrate the evolving behaviour of consumers and in-app activity around trending topics, which can help to inform key mobile and online marketing decisions.
About this study
Data was taken from Ogury’s Active Insights platform, looking at % of active users, sessions per user and time per session, between 4 June and 19 July 2018.