How Do Social Apps Stack Up?
As consumers shift the time they spend on PCs and TVs to mobile, marketing leadership professionals need to shift their advertising budgets in parallel. Forrester estimates that mobile advertising spend — social, display, and search — will increase threefold from 2014 to 2019. As a result, marketers need a way to evaluate which apps will make the best partners and how they can distribute their growing mobile ad budget most effectively across these apps. To help, we've created the App Engagement Index, a model that uses data from Forrester's Consumer Technographics® Behavioral Study. The Index scores individual apps using metrics derived from observed behavioral tracking data. This report gives more insight into the App Engagement Index scores of social networking and communication apps, which are among the most engaging types of smartphone apps for US consumers.