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time on a mobile device) could be related to timing. While comScore‘s data coversDecember 2012, the GfK study was conducted between February and July 2012, whilethe Nielsen data covers activity in July 2012.That‘s the conclusion of Business Insider:People download a lot of apps, but they abandon 95 percent of them, according to a studyby Nuance.The result: They keep using the same apps—Nielsen says Facebook,YouTube, Google Play, Google Search, and Gmail were the top five apps in both 2011and 2012.And they‘re not spending markedly more time in apps: 39 minutes a day in2012 versus 37 minutes in 2011.While the Nuance stats are not new, the ―if you build it they will not come for long ifthey come at all‖ phenomenon is getting more attention lately. Consider NYT techblogger, Jenna Wortham, who is shoveling out of the charred ashes of app-burnout:I asked a few friends, and their behavior is similar to mine. One friend who lives in LosAngeles said he had 150 applications installed on his phone. He estimates that he usesabout 15 on a daily basis. Another friend, this one in New York, told me he had 104 appson his phone and used around 20 regularly.For the typical app, less than half the people who download it use it more than once, saidGuy Rosen, the chief executive of Onavo.16 case studies prove ROI of mobile marketingBy Rob Petersen. Filed in Mobile Marketing |Tags: App Store, Facebook, Janssen, McDonald, MediaVest, mobile marketing, Multimedia MessagingService, QR code, ROI, SMSPhoto credit: WikipediaAre you paying attention to your mobile marketing yet? After years of being the next bigthing, mobile might finally be the current big thing. But there is a big problem–mostpeople don‘t know how to prove it. A joint study by the ANA (Association of NationalAdvertisers) and MediaVest shows marketers are excited about opportunities for mobilemarketing but frustrated about the ability to prove return on investment (ROI). Are youone of them?71