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Mobile Monday

Posted Feb 9, 2015

This week in mobile, we are taking a look at paid app purchase projections, what mobile gaming’s Super Bowl sweep means, and how Under Armour is paying to have a better understanding of your fitness goals through two new mobile app acquisitions. 

Paid Apps Projected to Increase Slightly
According to recent research by eMarketer, approximately 80 million US consumers will pay for a mobile app at least once this year, which is about one third of all mobile users in the country.

This is up slightly from 77 million devices in 2014, which was notably higher than the 63 milion mobile app buyers in 2013.

Although the total number of devices used to purchase apps is expected to increase by 1 to 2 million per year in the upcoming years, the overall share is expected to flatline by 2018. Thus, it’s all the more critical for mobile app developers to fine tune their monetization strategies.

Mobile Sweeps Super Bowl Gaming Spots
With mobile app spending continuing to rise, perhaps it’s not surprising that mobile app advertising and mobile activity dominated during the game.

In fact, every game advertised during the Super Bowl was for a mobile title.  Game of War, Clash of Clans, and Heroes Charge were the three mobile games advertised; the first two brandishing celebrities (Kate Upton and Liam Neeson respectively) to bolster attention.

While a recent Forbes article argues that mobile dominated mostly because of timing (e.g. lull in major console game releases), it may be argued that it’s a sign of the times. After all, as in-app spending continues to grow, these popular mobile titles can reap exceptional ROI with based on the LTV of the users acquired during the game.

Mobile usage, the second sign of mobile dominance during the game, shouldn’t be surprising. App usage generally was higher during the game compared to a typical Sunday, and viewers were fully immersed in social and messaging apps to express their thoughts on the game, half-time show, and commercials in real-time.

For example, app and messaging usage “plummeted 20% during Katy Perry’s half-time show as viewers were fully engaged by a robotic tiger and left-hand sharks — but appeared to burst into social media activity immediately after, with app activity that peaked at 20% above average.”

Under Armour Drops Half a Billion on Mobile
How much is the opportunity to engage more deeply with your customers worth? For Under Armour, it’s worth more than half a billion dollars. That’s how much the fitness apparel brand is spending to acquire MyFitnessPal and Endomondo, two popular fitness apps.

While there are no stats on how many active users each of the apps have, their combined registered user base tops 100 million people in both the U.S. and abroad. This gives Under Armour a platform for reaching their target audience in a more intimate and personal way.

Of course, this also grants Under Armour a treasure trove of data about people’s health and wellness activities. Based on that data alone, the $560 million price tag for both apps may turn out to be a steal in the long run.

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Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share? Tweet your thoughts to . For the latest AdColony mobile news and updates, follow  on Twitter, like us on Facebook, or connect on Linkedin.

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