Your audience is watching their favorite content in entertainment apps New research1 reveals smartphone users spend hours in entertainment apps. Read on to discover who entertainment app users are and how to catch their interest. 1

“Something for everyone,” Ipsos MORI mobile app research report commissioned by Google, U.S., July 2017

While both men and women of all ages use entertainment apps, usage is higher among men and millennials By gender*

By age*

45%

5%

of app users are female

31%

55-65 years old

18-24 years old

16% 45-54 years old

55% of app users are male

29%

19%

25-34 years old

35-44 years old

Based on overall smartphone users who use entertainment apps

*

Entertainment apps put your brand in front of household decision makers 72%

82%

72% of entertainment app users identify as the main earner in their household

82% of entertainment app users identify as the main shopper in their household

Entertainment apps hold users’ attention for hours with the highest usage amongst 18-to-34-year-olds

13%

68%

more than 6x per day

at least once a day

Average use for entertainment apps

69 minutes a day

94%

more than

98%

at least once a week

2x per day

24 minutes per session

at least once a month

Average use of entertainment apps among 18-to-34-year-olds by gender

78

102

minutes per day

minutes per day

Not surprisingly, entertainment app use is most common when people are relaxing and in the evening

52% while relaxing

45% in the evening

35% before going to sleep

Learn how to captivate audiences on entertainment apps Read the full Display & Video 360 Guide to Advertising in Apps to learn how to reach and engage your audience with entertainment apps.

Your audience is watching their favorite content in ... services

common when people are relaxing and in the evening. By age*. By gender* ... Read the full Display & Video 360 Guide to Advertising in Apps to learn how to ...

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