Live From the Mobile World Congress in Barcelona, ModiFace Releases
Its Latest Mobile App Usage Trend Report
Today at the Mobile World Congress in Barcelona, ModiFace will be
releasing its latest trend report on female-focused mobile app
usage. As the largest mobile beauty publisher focusing on apps for
women, with over 31 million mobile app downloads, ModiFace is in a
unique position to observe the latest trends in mobile app usage. Here are the key findings in ModiFace's analysis:
THE GROWTH OF ANDROID
Android mobile app usage by women is growing rapidly.
Year-over-year, we saw an 81% increase for December 2013 for
female-focused mobile beauty apps, whereas the increase for iOS was only
More generally, in our app usage analysis, we found that in the two year
Dec. 2011 to Dec. 2013, iOS app usage grew by 143%. However, over the
same period, Android app usage grew by a whopping 309%. Essentially, iOS
usage is growing but it is maturing, whereas Android has significant
room and momentum for growth.
IPHONE 5C RESONATING WITH WOMEN
The iPhone 5C is seeing traction with women. While overall the
iPhone 5S seems to be outselling the iPhone 5C by 3:1, among women this
ratio is only 1.8:1.
DOMINATION OF APPLE AND SAMSUNG DEVICES
The top 20 most popular devices among women are all either Apple or
Samsung devices. Here is a breakdown of the top 20 list:
Apple devices are leading when it comes to usage. In fact, of
the top 20
most popular devices, 11 belong to Apple and 9 to Samsung.
FUNCTIONALITY IS WINNING OVER CONTENT
While overall app downloads during December 2013 was up year-over-year
25% (for all app types, including content and functional apps), for apps
that provided specific functionality/utility, usage was up by 38%.
More and more, we are seeing consumers download apps that address
certain specific needs and do specific tasks, rather than content
Print is all about content. The web is mostly about content. However,
mobile is about functionality. We consistently are seeing apps that "do
something" for users get better ratings, get more downloads, and retain
more users over time than purely content apps. Functionality is the
primary purpose of mobile phones, and apps that solve problems, make
life easier, or do something useful for users tend to be more successful
than just purely content plays.
For example, if you look at top apps by beauty brands, those that offer
useful functionality (such as INGLOT's Virtual Makeover app that lets
users play with makeup and build their own custom palette) are usually
better ranked and better rated than other brand apps. Often, brands
start with an app that is about them, whereas apps should always start
from the user and their needs.