Eighty-five percent of Americans get their news via mobile. And streaming apps — think Netflix, Spotify, SoundCloud, Pandora, and YouTube — are among the most popular app categories. In fact, these streaming apps made Apple’s list of most popular apps in 2017.
But are mobile marketers in these industries living up to the expectations of their app users? To find out, we conducted a survey with smartphone users who use these types of apps.
Thirty-six percent of survey participants said their usage of these apps increased a great deal since January 2017 because there’s more news in the world and content to consume. The remaining participants said their usage increased a little (44%) or not at all (20%).
Of the 36% who said their usage increased a great deal, more than two thirds of respondents were between the ages of 18 and 44. And the age group with the most people who classified their usage this way was the 25-34 age group (millennials).
In another part of our consumer survey, we asked participants about their perception of push notifications. One of the questions we asked them was which types of push notifications made them use an app more or less. The most upvoted notification types were those triggered by stated preferences (over those triggered by location and in-app behavior).
For this industry-specific section of the survey, we asked participants another question about push notifications: Which types of notifications sent by news and streaming apps are more or less likely to get you to open and use the app?
|Notification Types - Impact on App Usage||More likely||Less likely||No difference|
|Breaking news - other||74.92%||7.69%||17.39%|
|Notifications reminding me about security||65.54%||9.46%||25.00%|
|Breaking news - political||63.98%||12.80%||23.22%|
|Breaking news - sports||63.24%||10.29%||26.47%|
|Alerts about availability of new content (episodes, shows, music)||59.32%||13.56%||27.12%|
|Notifications reminding me about subscription offers||37.86%||33.57%||28.57%|
Respondents favored notifications around breaking news, which makes sense when 85% of Americans get their news via mobile.
A significant amount of respondents also said notifications about new content from streaming services were useful. However, users demand that notifications from streaming services be even more personalized.
When asked what more they want from news and streaming apps, the most upvoted requests were “Seeing the content I care about most when I open the app” and “Only receiving notifications about content/topics I care about”.
|Top-voted feature requests||Upvote percentage|
|When I open the app, I want to first see only the content I care most about||27.39%|
|I want to only receive notifications about content/topics I care about||25.44%|
|I want the app to show more real-time content||15.19%|
|I want the app to stop sending me so many breaking news notifications||13.25%|
|I want the app to understand my location and deliver specific content/notifications based on it||7.77%|
|I want the app to send recommendations for additional content based on my viewing habits||7.24%|
|I want to view more video||3.71%|
This survey was conducted by Qualtrics on behalf of Localytics. It collected responses from 566 smartphone users based in the United States who said they use apps in the "media and entertainment" category. There was a fairly even split between women (281) and men (285).
If you would like more granularity into the responses, let us know in the comments below. We're happy to provide it.
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