SOURCE: Mobile Posse

Mobile Posse

May 31, 2013 10:19 ET

New Research Study Reveals Mobile Posse's Home Screen Messaging Drives App Usage Greater Than Facebook, Gmail, Instagram, YouTube and Yahoo! Mail

MCLEAN, VA--(Marketwired - May 31, 2013) - Mobile Posse, the industry leader in mobile home screen messaging, shared the results of a study conducted by Arbitron Mobile that took place over the course of several months. The results of the third-party study clearly show that Mobile Posse's home screen messaging platform is #1 in the ability to drive consumer engagement with mobile apps. The study's findings are particularly relevant as Facebook recently unveiled its first play in the home screen messaging arena. The study also quantifies the impact of home screen messaging for app developers, carriers and handset manufacturers.

The report is based on a custom research panel of consumers, who own phones that had Mobile Posse's home screen messaging preinstalled to drive usage and engagement of their carrier-branded application. For a period of three months, the research study tracked roughly 3,000 consumers using a dozen Android models made by Samsung, LG, ZTE and Huawei.

Exhibit 1: Usage of Different Apps on Phones Where Mobile Posse's App is Installed
Session and minutes of use metrics are averages across all phones, including any users having no usage in the month

App   # of Sessions/Month   Monthly Reach   Minutes Per Month
Mobile Posse   88.1   95.3%   152.1
Facebook   73.8   50.6%   215.4
Gmail   44.2   85.6%   39.6
Google Search   42.3   93.2%   16.8
Go SMS Pro   17.4   4.5%   20.3
Facebook Messenger   11.8   36.9%   16.1
Yahoo! Mail   10.6   12.5%   11.6
Chrome   7.8   12.7%   24.1
YouTube   7.6   67.6%   79.3
Instagram   7.4   16.8%   31.5

Source: Arbitron Mobile Meter custom research panel December 2012 to February 2013

Study Highlights:

  • Mobile Posse's monthly and weekly reach was greater than that of Facebook, Gmail, Yahoo! Mail, YouTube, Instagram and other apps
  • Mobile Posse drove a higher average number of user sessions per month (88 minutes per month, compared to 74 minutes for Facebook and 44 minutes for Gmail)
  • Mobile Posse drove a higher rate of average minutes of use per month per device (152 minutes) than all other apps, except for Facebook (215 minutes)

"These findings validate what we've known all along," said Jon Jackson, CEO at Mobile Posse. "The home screen is where consumers spend their time and begin their experience with their mobile. Our industry-leading rich media home screen messages engage consumers at the time when they are most able to interact. The ability to put a message on the mobile screen in a non-intrusive way, when the consumer is most willing and able to process, is fairly complex. It is very different from simply sending a message, and very different than merely filling a box within an app or mobile web site."

Jackson added, "The battle for the home screen is a critical one for everyone from the wireless carriers, OEMs and advertisers. The concern is that the home screen is beachfront real estate. Once the beachfront is gone. It's gone forever."

The research study was conducted by Arbitron Mobile. The Arbitron Mobile Meter was installed by Mobile Posse's user base allowing the monitoring of all voice, data and app usage. The study reported the following metrics:

Monthly Reach: Percent of consumers using the app at least once during the month
Weekly Reach: Percent of consumers using the app approximately every week
Engagement: Average number of minutes spent with the app per month
Number of Sessions: Average number of sessions initiated with the app per month
Frequency: Average number of days in a month app was used

About Mobile Posse:
Mobile Posse harnesses the power of the home screen by making it easy to deliver relevant, content-driven messages to millions of mobile devices around the clock. As the first company to commercially launch graphically-enhanced interactive home screen programming in North America, Mobile Posse offers an innovative, media-rich platform that delivers the highest consumer engagement rates in the industry. It has 19 million unique customers per month across 400 different handsets and seven popular operating systems. Mobile Posse offers its home screen messaging capabilities and services to leading carriers including Verizon, AT&T, MetroPCS, US Cellular and others. It is also working with smartphone OEMs. Wireless carriers preinstall Mobile Posse's application to provide users access to both CRM messaging as well as personalized news, information and entertainment content. Leading media publishers partner with Mobile Posse to leverage the reach and engagement benefits of its home screen messaging and carrier distribution. Founded in 2005, Mobile Posse is a privately held company that serves leading wireless carriers, including Verizon Wireless, AT&T, MetroPCS, U.S. Cellular, and Cricket Communications. The company is headquartered in McLean, VA.

Contact Information

  • Media Contact:
    Brook Terran
    Blast PR for Mobile Posse
    (919) 480-4058
    Email Contact