The Mobile Morning Opportunity in 7 Charts

By Greg Wester, CMO

From the minute we awake, we use our phones to get informed, inspired, and entertained. But the following 7 charts provide insights that there’s a big opportunity for reinventing the morning mobile experience. 

This first chart, from the firm Localytics, really got us thinking. It’s a bit dated, but it quantifies the intuitive — that morning is the peak time for using three different categories of apps: news, weather and traffic. What this chart also implies is that in a busy morning, that’s a lot of friction. And where there’s friction, there’s opportunity, so we decided to dig deeper. . .

 

The Mobile Morning Opportunity in 7 Charts - Chart 1

 

We commissioned a study of 1,000 mobile subscribers with Phoenix Marketing. Here’s what else we learned. 

1) Mobile has become part of our morning routines, with almost 60% of people first using their phones before they even leave the bedroom!The Mobile Morning Opportunity in 7 Charts - Chart 2

2) The trend of unlocking our phones without an app in mind, or Appnostic behavior, is more prevalent in the mornings, with almost 60% of unlocks being Appnostic – or 20% more likely than the rest of the day. What does this mean? It means what we all know and experience each workday — our morning routines include both things we need, and a little downtime as we try to mentally prepare for our day.The Mobile Morning Opportunity in 7 Charts - Chart 2

3) Our morning mobile desires blend activities for our left and right brains. We want to be informed and productive, but we also need a stimulant to get us going.The Mobile Morning Opportunity in 7 Charts - Chart 44) Digging a bit deeper, People still like reading the news in the morning . . .The Mobile Morning Opportunity in 7 Charts - Chart 5

 

5) But they are open to new and different news experiences…The Mobile Morning Opportunity in 7 Charts - Chart 6

 

6) But plenty of peoples’ morning experiences involve looking for more than “just the news”.The Mobile Morning Opportunity in 7 Charts - Chart 7

 

The Takeaway.
Our future phones will make our mornings frictionless. They will present us the information we need without having to plow through multiple apps. Instead, new experiences will streamline the morning routine by putting everything subscribers need at their fingertips; and in the process, build loyalty, ad revenue, and make the most of any content partnerships.