According to a recent YouGov survey, 77% of Americans check their phones more than 10 times a day, with 31% checking them over 50 times daily. The survey was part of the YouGov Reality checks show, to which we were recently invited to take part in. In this edition of the show, the survey topic looked at how Americans interact with their mobile phones. Managing Partner Jonathan Yantz took part, and you can watch the full interview here. Overall, the survey showed there is still a significant opportunity for mobile and app advertisers to reach potential customers.
The survey showed:
- 77% of Americans check their phones more than 10 times a day, with 31% checking them over 50 times daily.
- Apple users are more likely than Samsung users to check their phones over 100 times a day (15% vs. 11%)
- 64% of Americans have at least one paid mobile app subscription
Key Data Points: Mobile Habits Drive Marketing Strategy
- Operating system: Apple users are more likely than Samsung users to check their phones over 100 times a day (15% vs. 11%)—a critical insight for platform-specific targeting.
Why this matters:
People using Android handsets can have more options to minimise their mobile screen time. For example, Samsung flip phones or Motorola Razr offer an ‘at a glance’ experience, where users can look at concise updates without opening their full phone screen. Apple offers notifications, but not this ‘quick snapshot’ hardware option as yet.
- Paid subscriptions: A striking 64% of Americans have at least one paid mobile app subscription, with younger generations (18–44) leading the charge.
Why this matters:
This signals a willingness to invest in mobile experiences, making younger generations a prime target for high-value app campaigns.
“10% of all respondents were in the ‘power user’ category (6 or more paid apps), which is interesting and shows the openness people have to paying for apps that matter to them. On the other end of the scale, 36% of respondents who do not use paid subscriptions indicate they may be using ad-funded versions. This means there is a large potential for advertisers to deliver scalable advertising on mobile to acquire new customers.” Jonathan Yantz, Managing Partner
- App Discovery: The top reasons people download apps include personal discovery (29%), transactional necessity (21%), and peer recommendations (13%)—highlighting the importance of organic visibility and social proof.
Why this matters:
13% of respondents said ‘saw an ad’, which is on par with ‘recommended by someone you know’ (also 13%), whereas WOM is often stated more highly than advertising. This shows that advertising plays an important role in app discovery. Also interesting is the importance of organic visibility at 29% which shows that (App Store Optimization) is vital for discovery, given ‘I found it on my own’ was the top top-ranked answer.
- App Loyalty: Banking, messaging, and navigation apps top the list of “can’t live without” apps, with gender differences showing men prioritize banking while women lean toward messaging and social media.
Why this matters:
Understanding your audience and their needs is essential to ensure targeting is highly efficient and your mobile campaigns meet the needs of your audience.
In Summary
Mobile phones have long been an essential part of our daily lives – most people can’t imagine being without them, and as this survey shows, almost a third of Americans check their phones up to 50 times a day. This offers a significant opportunity to reach new audiences, for example, ASO enables advertisers the chance to reach users while they are in ‘discovery mode’. Find out how we ensure our clients reach their mobile audiences. Contact us to find out more.
