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Published November 2017

Mobile is now the first choice to answer any question, accomplish any task, stay informed and be entertained. Media consumption is growing as consumers gain access to their favorite content whenever they want and wherever they are. People around the world will spend an average of 122 minutes a day accessing the internet via mobile browsers and apps by 2019, which is nearly 11X more than 2010.1

While brands know the importance of including mobile in their digital marketing strategies, they still have questions on how to get started with mobile app campaigns. We’ve also heard some marketers say they think that apps offer limited opportunities to reach and engage their desired audiences. However, new research from Ipsos found that apps reach a broad and engaged population. The study’s findings highlight five key reasons2 why extending campaigns to the app environment can help brands reach the right audiences.

5 reasons to extend your digital campaigns to apps:

1. Apps offer something for everyone

Apps are not just used by the young and tech-savvy, with 91% of smartphone users accessing apps, regardless of age and gender.

2. Apps are for leaning back

Two thirds of smartphone audiences use news, games, entertainment, or sports apps, giving brands an opportunity to reach people while they are in a relaxed but engaged mindset. Apps tend to be used for specific tasks or entertainment, whereas mobile web tends to be used for browsing, research, and discovery. 

3. Apps reach household decision makers

App users are just as likely as smartphone users overall to be employed, educated and affluent – 81% say they are the main shopper in their household, making them a valuable audience for brands.

4. Gamers aren’t who you think they are

Gaming apps are more popular among women, who represent 52% of the gaming-app audience. 

5. Apps keep us coming back throughout the day

Gaming and sports app users come back 3 times a day, while entertainment and news app users visit more than 2 times a day.  

The Ipsos research proves how apps play an important role in consumers’ lives. In the world of mobile apps, there is truly something for everyone. The variety of apps and the diversity of their usage provides opportunities for brands to build meaningful relationships with their audiences.

To better understand how to reach your customers in apps, at scale, and programmatically, read "The DoubleClick guide to advertising in apps". This guide shows you which audience, creative, inventory and measurement capabilities are available on the DoubleClick platform to deliver app campaigns that achieve your marketing goals. It also addresses other common concerns from marketers about advertising in apps, sharing the tools you can use to ensure your app campaigns run on brand safe, viewable inventory.

1 26% of media consumption will be mobile in 2019
2 “Something for everyone,” Ipsos MORI mobile app research report, U.S., July 2017