Productivity App Marketers Target a Growing Audience

With consumers spending more time on their mobile devices, and on apps in particular, software companies are shifting their development efforts. Until now, consumers have been turning to their mobile devices for games, information on weather and traffic, or to catch the latest headlines. But improved app functionality, especially for productivity tools, means more marketers will be seeking to sell their creations to a larger audience and they'll likely encounter a more competitive environment according to Flurry.

Flurry’s new survey documents a large increase in consumer use of productivity apps this year.  The following list shows the jump in the amount of time consumers are spending with a variety of mobile apps since last year:

  • Productivity 119%
  • News 64%
  • Messaging and social 28%
  • Games 9%
  • Entertainment 9%
  • Utilities 9%

Researchers point out that the average consumer interacts with productivity apps for about 5.5 minutes every day.  In the Flurry study, analysts estimated that 32 million consumers in the U.S. are now using productivity tools. Examples of popular productivity apps include Evernote and Dropbox. Big names in the tech industry are taking note as Microsoft recently released its Office app for iPads.

According to Ad-​ology Research, at least 55% of Smartphone App Purchasers are women.  About 15% of these consumers have gone online to attend a meeting or webinar, which is 72% higher than average.  In addition, about 34.9% of these consumers also have an app from a brand on their mobile devices, which is 115% higher than average. App marketers may find that mobile campaigns will be an effective way to increase interest in their products.

AudienceSCAN data is available as part of a subscription to Ad-​ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.


Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.