The Pandemic Year in Mobile Apps

The Pandemic Year in Mobile Apps

The following report offers unique insights into consumer mobile behavior during the first year of COVID (March 2020 - February 2021), highlighting how usage has changed when compared to the prior 12 months. GWS obtained this data through its opt-in OneMeasure Consumer Panel, which evaluates the mobile app usage and content of 200,000 consumers located across the U.S.

This in-depth look at a day in the life of a consumer as seen through interactions with their smartphones provides key insights into how consumers spent their time accessing certain types of apps during the pandemic. And since not all consumers are the same - some may focus more on lifestyle apps (such as shopping, dining, and directions), games, or finance apps - GWS looked at “power users” for these categories as well (i.e., consumers who spent 20% more time than the national average in a given category).

To dig deeper into the data and trends in any specific category, please contact us at marketing@w.bm.gwsolutions.com.

The Pandemic Year in Mobile Apps

To dig deeper into the data and trends in any specific category, please contact us at marketing@w.bm.gwsolutions.com.

Methodology and Panel Description

Data results are based on GWS’s OneMeasure Consumer Panel (OMCP). OMCP is an opt-in consumer panel that measures mobile app usage and content, mobile network performance, and consumer perceptions. OMCP collects consumer data on Android smartphones 24 hours a day, seven days a week, whenever and wherever consumers use their devices.

OMCP panelists are primarily recruited from the top 41 metropolitan areas across the U.S. along with consumers located in less populated areas. The number of panelists per metro area depends on the area’s geographical size. Total sample size of the panel averages 200,000 U.S. consumers annually. The demographic profile of panelists is approximately balanced to mimic the U.S. population. All information collected is weighted to a user’s demographic representation of the U.S. population (aged 18+).

GWS’s OMCP data, unless stated otherwise, is collected and managed by Embee Mobile on behalf of GWS. Data is reported in an aggregated and anonymous fashion for market research purposes only.

Generational age ranges align with Pew Research’s definitions. In 2020, Gen Z was 18-23, Millennial was 24-39, Gen X was 40-55, Baby Boomer was 56-74, and Silent Generation was 75+.

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The Pandemic Year in Mobile Apps

The Pandemic Year in Mobile Apps

The Pandemic Year in Mobile Apps

The pandemic drove usage increases in nearly every category as mobile devices became further cemented as the link between consumers and the world at large.

While finance and social media app use increased the most, video and gaming apps account for the majority of the average consumer’s day.

While finance and social media app use increased the most, video and gaming apps account for the majority of the average consumer’s day.

Finance
At a time when many Americans are reeling financially due to the pandemic many have turned to smartphones as a tool to bring money management to their fingertips.

Every generation increased usage of finance apps, but Gen Z lead the charge.

Men flocked to finance apps during the pandemic at a greater rate than women.

Men flocked to finance apps during the pandemic at a greater rate than women.

Social Media
With stay at home (or close to home) mandates taking effect across the country, Americans turned to social media to connect with family and friends, to keep up to date, and as a form of entertainment.

Every generation increased usage of social media apps, even the silent generation.

Lifestyle
More Americans turned to food delivery services and online shopping to weather quarantine periods, possibly shifting some consumers' behavior for good.

Food delivery becomes a daily essential for many.

Likely, thanks to same-day pickup and grocery offerings, Walmart and Target app usage grew more than that of Amazon shopping.

Gen Z usage of lifestyle apps increased significantly; much higher than the other generations which increased at roughly the same rate.

Gen Z usage of lifestyle apps increased significantly; much higher than the other generations which increased at roughly the same rate.

Video
Americans watched 42 minutes of video per day on their mobile devices, with growth in time spent on video apps paced by Gen Z (up 44%) and Baby Boomers (up 10%).

Free Video

Subscription-based video

Boomers were second only to Gen Z in video app usage growth during the pandemic year.

Boomers were second only to Gen Z in video app usage growth during the pandemic year.

Mobile Gaming
Multiplayer online gaming served as a much-needed connection point for many during the pandemic.

Usage of Discord, a voice, text and video messaging app designed to connect gamers, soared during the pandemic.

Usage of Discord, a voice, text and video messaging app designed to connect gamers, soared during the pandemic.

Sports
With all major sports leagues shutting down, delaying or shortening seasons, fans had little use for their sports or betting apps creating a categorical decline in usage.

Gambling and fantasy apps took a huge hit from the pandemic.

Only Gen Z increased sports app usage during the pandemic.

Only Gen Z increased sports app usage during the pandemic.

Males engaged with sports apps 33% less during the pandemic year than during the prior year.

Males engaged with sports apps 33% less during the pandemic year than during the prior year.

Methodology and Panel Description

Data Usage Policy

Data Usage Policy

The Pandemic Year in Mobile Apps

The Pandemic Year in Mobile Apps

The Pandemic Year in Mobile Apps

The pandemic drove usage increases in nearly every category as mobile devices became further cemented as the link between consumers and the world at large.

While finance and social media app use increased the most, video and gaming apps account for the majority of the average consumer’s day.

While finance and social media app use increased the most, video and gaming apps account for the majority of the average consumer’s day.

FinanceAt a time when many Americans are reeling financially due to the pandemic many have turned to smartphones as a tool to bring money management to their fingertips.

Every generation increased usage of finance apps, but Gen Z lead the charge.

Men flocked to finance apps during the pandemic at a greater rate than women.

Men flocked to finance apps during the pandemic at a greater rate than women.

Social MediaWith stay at home (or close to home) mandates taking effect across the country, Americans turned to social media to connect with family and friends, to keep up to date, and as a form of entertainment.

Every generation increased usage of social media apps, even the silent generation.

LifestyleMore Americans turned to food delivery services and online shopping to weather quarantine periods, possibly shifting some consumers' behavior for good.

Food delivery becomes a daily essential for many.

Likely, thanks to same-day pickup and grocery offerings, Walmart and Target app usage grew more than that of Amazon shopping.

Gen Z usage of lifestyle apps increased significantly; much higher than the other generations which increased at roughly the same rate.

Gen Z usage of lifestyle apps increased significantly; much higher than the other generations which increased at roughly the same rate.

VideoAmericans watched 42 minutes of video per day on their mobile devices, with growth in time spent on video apps paced by Gen Z (up 44%) and Baby Boomers (up 10%).

Free Video

Subscription-based video

Boomers were second only to Gen Z in video app usage growth during the pandemic year.

Boomers were second only to Gen Z in video app usage growth during the pandemic year.

Mobile GamingMultiplayer online gaming served as a much-needed connection point for many during the pandemic.

Usage of Discord, a voice, text and video messaging app designed to connect gamers, soared during the pandemic.

Usage of Discord, a voice, text and video messaging app designed to connect gamers, soared during the pandemic.

SportsWith all major sports leagues shutting down, delaying or shortening seasons, fans had little use for their sports or betting apps creating a categorical decline in usage.

Gambling and fantasy apps took a huge hit from the pandemic.

Only Gen Z increased sports app usage during the pandemic.

Only Gen Z increased sports app usage during the pandemic.

Males engaged with sports apps 33% less during the pandemic year than during the prior year.

Males engaged with sports apps 33% less during the pandemic year than during the prior year.

Methodology and Panel Description

Data Usage Policy

Data Usage Policy

Finance
At a time when many Americans are reeling financially due to the pandemic many have turned to smartphones as a tool to bring money management to their fingertips.

Social Media
With stay at home (or close to home) mandates taking effect across the country, Americans turned to social media to connect with family and friends, to keep up to date, and as a form of entertainment.

Lifestyle
More Americans turned to food delivery services and online shopping to weather quarantine periods, possibly shifting some consumers' behavior for good.

Video
Americans watched 42 minutes of video per day on their mobile devices, with growth in time spent on video apps paced by Gen Z (up 44%) and Baby Boomers (up 10%).

Mobile Gaming
Multiplayer online gaming served as a much-needed connection point for many during the pandemic.

Sports
With all major sports leagues shutting down, delaying or shortening seasons, fans had little use for their sports or betting apps creating a categorical decline in usage.