Mobile Posse Infographic

Today, there is clear demand for custom home screen solutions to simplify how consumers access and utilize mobile apps and their favorite content.

With 40% of all mobile users saying they are extremely interested in a custom home screen solution, the desire to make the mobile experience more dynamic and personalized spans across the most valuable customer segments of the mobile ecosystem.

The greatest interest in a home screen solution can be seen among heavy users who spend large chunks of time on the home screen and tend to touch on numerous apps categories with continued daily use. This is where apps developers see the biggest profits and marketshare as heavy users are two to six times more likely than monthly users to proactively make an apps purchase or acquisition. This segment also checks their home screen three times more than average. Read the rest of this entry »

The home screen is the next frontier in mobile marketing, offering incredible opportunities for app developers, publishers, even OEM and O/S providers. In Android devices, the home screen is flexible enough to deliver rich, relevant experiences to users, and its potential for marketing success led Bessemer Venture Partners to that $1 Billion per ¼ valuation.

Not surprisingly, the race for home screen ownership is on, and our recent “The Ultimate Guide to the Next Big Wave in Mobile: The Home Screen and the Race for the Homescreen Infographic illustrate not only a timeline of home screen efforts, but also the frequency with which those efforts are occurring. You can see how tremendously the cadence has picked up over the last two years.

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We have a statistic we love because it’s so important to the mobile marketing landscape:

Mobile users spend 26% of time on mobile on the home screen.

Home Screen Usage


This means we spend more time on the home screen than on all other apps. And the statistic cuts across all categories. Men spend 26% of their mobile time on the home screen, with an average of 52 seconds per visit; women 25.7% for an average of 55. Younger users under 35 can spend up to a full minute on the home screen at 27.2% time spent. Even those described as heavy social app users still spend an impressive 21.8% of their mobile time on the home screen, an average of 45 seconds; while gamers are at 22.7% and 53 seconds.

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At Mobile Posse, we love the mobile home screen, obviously. I don’t think there’s any question there. But there’s a good reason for our fandom: The home screen is the best thing to happen to mobile marketing since the invention of the smartphone.

Not sold? Well, here are just three reasons why the mobile home screen is potentially more effective than SMS or apps:

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The easy answer to the question of how mobile phone users use their home screen is: all the time. A September AdTruth study estimates that smartphone users pick up their phones 150 times a day. That’s about every six minutes, factoring in sleep. We pick up our phones to check the time, weather, sports scores and, of course, any alerts we have arranged to send to ourselves. We see if there are any new emails or texts, check in with our social apps and play a game or two. The handheld device is intimate, fits in the palm of our hand, and we treat it accordingly.

We break down home screen usage drivers into two main categories:

-       Fear of Missing Something – FOMS

-       Found Time Read the rest of this entry »

In March 2013, Flurry introduced a Klout-like rating system for mobile apps, and we’re glad they did. This was one of those needs we didn’t realize we needed: with such a crowded app market and only user ratings to go by, an industry rating system will be helpful. After all, the app economy isn’t easy to succeed in, and this rating system addresses one of the key challenges. Namely, whether you’re earning revenue from in-app ads or offering a “freemium” app, if you can’t retain users, you’re not making a dime.

Accordingly, Flurry notes that the most successful and profitable apps are the ones that users keep and engage with the longest. But shockingly only 15 percent of apps have retention rates of 37 percent or higher. So many apps out there can quickly attract lots of downloads, but the novelty wears off quickly and they either get deleted or left to stagnate.

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