88% of mobile users are showing appnostic behaviour

Anne Freier

In Mobile Advertising. May 21, 2019

88% of mobile users do not have a particular app mind when unlocking their phone, whilst just 11% do have an app in mind.

That’s according to new research by Mobile Posse in collaboration with Phoenix Marketing International, which examines the intent and motivations of mobile device users.

With the average consumer now unlocking their smartphone 70x a day, appnostic behaviour – when a user has no specific app in mind – can present a valuable opportunity for advertisers, OEMs and wireless carriers.

“Mobile behavior is changing quickly and the result is a massive opportunity to make smartphones that better serve the needs of today’s on-the-go consumer,” said Jon Jackson, Mobile Posse CEO. “The companies that solve for this opportunity can make billions by delivering mobile content discovery experiences that users want.”

The report also found that appnostic behaviour had increased 32% since 2016.

Furthermore, two out of three consumers want improved mobile content discovery and 18-24 year-olds are at the forefront of that trend with 69% very interested in mobile content discovery.

Another 25% of users ranked their push notifications as their least liked content discovery experience.

Meanwhile, subscribers across various carriers are showing high interest in mobile content discovery solutions (T-Mobile users – 69.8% interest, AT&T users – 64.8% interest and Verizon users – 62.2% interest).

Subscribers tend to be more interested in new mobile content discovery solutions when they are provided by carriers as opposed to personalised ads or special bundle offers.

However, content relevance matters with 68% preferring to be tracked to have their past searches matched to the content they are shown.

Snackable content is the best option for advertisers with 41% preferring 15 to 30 second length experiences, whilst just 26% favour those up to 90 seconds long.