Mobile consumer behaviour from the App Life report

17 January

Authors Iliya Hull

From zero-party data to the gaming gender divide, we find out how consumer's mobile app behaviour can give us new insights.

Behaviour Podcast

2 min read

Article series

App Life Report

In the latest episode of "Talking Insights" our host, Iliya Hull, sits down with Paul Neto, a seasoned market researcher and founder of Measure Protocol, to uncover the ever-evolving world of consumer intelligence.

Here are some key takeaways from their conversation:

Rise of Zero-Party Data: In a data landscape increasingly dominated by privacy concerns, Paul emphasizes the growing importance of zero-party data. Consumers not only choose to share their data but also own it, advocating for transparency, trust, and fair compensation.
App Engagement Redefined: The App Life report sheds light on the changing dynamics of app engagement. While staple apps like YouTube and Instagram remain popular, emerging players like TikTok are reshaping how we measure user engagement, with some Gen Z users spending up to 16 hours a week on the platform.
Gaming Gender Divide: Contrary to traditional stereotypes, the gaming world is witnessing a shift in demographics. Female gamers are making their mark, spending a comparable amount of time on gaming as their male counterparts. This challenges preconceptions about the gender divide in the gaming industry.
Streaming Services vs. Gaming: As streaming services like Netflix and Hulu compete for viewership, the real competition might be with the gaming industry. Whether users are binge-watching or playing games, the battle for screen time extends beyond traditional streaming platforms.

Get the App Life report:

Behaviour Podcast

Iliya Hull

Senior Marketing and Community Coordinator at ESOMAR

Iliya is the Senior Marketing and Community coordinator here at ESOMAR. An avid traveller, he enjoys exploring the nooks and crannies of different cultures and when all of that becomes too much, can be found getting lost in the mountains or wiping out in a wave.

Born in Russia, raised in England and now working in the Netherlands, Iliya uses his multicultural background to influence, inspire and inform his marketing role to help create a better connected global ESOMAR community.

ESOMAR Staff ESOMAR