Native app media consumption on the rise, says report
Latest Nexage insights reports 80% of mobile traffic to be through apps as publishers âdual-investâ in both apps and mobile web
Customers are choosing to consume the majority of media content on mobile through apps rather than mobile web, a new report from app analytics firm Nexage has found.
Septemberâs Nexage Mobile Insights study reported that more than 50% of content is consumed via mobile devices, and 80% of mobile traffic is now conducted through native apps.
The report stated that this has led to publishers ramping up investment in mobile apps while also âbuilding out their mobile web propertiesâ, with a dual-investment in both platforms required in order to target audiences.
âAdvertisers and agencies are adapting to a mobile-centric, app-centric world where mobile will soon exceed desktop in ad spend and 80% of mobile traffic is app traffic,â the report stated.
âIf advertisers are going to reach the mobile consumer, they will need to reach them through apps.â
Nexage also found demand for rich media, video and interstitial advertising to have soared in recent months after mobile advertisers and developers recorded a rise in traffic from the mediums.
âThe better yield performance gives developers an opportunity to send fewer, more engaging ads â a critical value as developers actively compete for consumer attention and loyalty partly on the basis of user experience,â the report stated.