Your audience is watching

their favorite content in

entertainment apps
New research1 reveals smartphone users spend hours in entertainment
apps. Read on to discover who entertainment app users are and how to
catch their interest.

1
“Something for everyone,” Ipsos MORI mobile app research report commissioned by Google, U.S., July 2017

While both men and women of all ages use

entertainment apps, usage is higher among
men and millennials

By gender* By age*

45% 5% 31%
of app users 55-65 years old 18-24 years old
are female

16%
45-54 years old

55% 19% 29%

25-34 years old
of app users 35-44 years old
are male

Based on overall smartphone users who use entertainment apps

*

Entertainment apps put your brand in front of

household decision makers

72% 82%

72% of entertainment app 82% of entertainment app

users identify as the main users identify as the main
earner in their household shopper in their household

Entertainment apps hold users’ attention for hours

with the highest usage amongst 18-to-34-year-olds

13%
more than 6x
68% at least
per day once a day

Average use for entertainment apps

69 minutes a day
more than 2x per day
94% at least
98% at least 24 minutes per session
once a week once a month

Average use of entertainment apps among 18-to-34-year-olds by gender

78
minutes per day
102
minutes per day

Not surprisingly, entertainment app use is most

common when people are relaxing and in the evening

52%while relaxing
45% in the evening
35%
before going
to sleep

Learn how to captivate audiences on entertainment apps

Read the full Display & Video 360 Guide to Advertising in Apps to learn how to reach and engage
your audience with entertainment apps.