SessionM’s new “Q1 2013 Power User Report” looks at how mobile power users, which are defined as the top 33.3 percent most active mobile app consumers, engage with content and ads. The report also suggests that there are specific apps and times of day that mobile power users are more responsive towards.

“While more people globally own smartphones than toothbrushes, there’s a relatively small but meaningful percentage of users who drive the majority of app usage and interaction with both content and advertising,” said Bill Clifford, chief revenue officer at SessionM, Boston.

“We’re making it possible to identify these users and connect with them at moments when they are most receptive to advertising,” he said. “Knowing who these users are and how to establish an on-going relationship with them is critical for anyone building a mobile business or strategy.”

Engaged users
SessionM’s report looks at all mobile users across the company’s network of mobile apps – such as The Weather Channel or Shazam – regardless of whether a consumer interacted with a SessionM ad.

According to the report, mobile power users make up 78 percent of total time spent in apps.

These mobile power users are also significantly more active in mobile apps than the average consumer.

For example, SessionM’s average mobile power user performs 160 actions per month compared to 16 actions from the average mobile user.

Mobile power users also use in-app sharing features 7.2 times more than the average mobile user, per SessionM.

Building loyalty
SessionM’s report also breaks down some of the differences in how mobile users access particular app categories.

For instance, 23 percent of mobile power users open a weather app in the morning, while the average mobile user is more likely to open a weather app at night.

Additionally, both mobile power users and average mobile users are more likely to use health and fitness-related apps in the early evening, and games apps are more likely to be used later at night.

SessionM claims that any given time, 12 percent of an app’s power users are within the app compared to 8 percent of average consumers. For marketers, this means that it is more important to cater to the mobile power users with loyalty-building mobile campaigns and initiatives.

The report breaks down SessionM’s mobile power users into two groups – those who participate in an in-app rewards program and those who did not.

Mobile power users involved with an in-app rewards program complete 57 percent more actions within an app than average consumers.

Additionally, mobile power users with rewards are also particularly active in utility, lifestyle and gaming apps.

“Given that power users are the most active and engaged within their apps, we believe they’re more attuned to mobile advertising,” Mr. Clifford said.

“They tend to watch more mobile video and are three times more likely to share via social networks, so if you’re a brand trying to distribute or promote content, this is a very receptive audience who will spread the word if your content is good,” he said.

“It’s also important to understand that power users expect more from mobile advertisers – strong creative and relevance, for example. They also expect value in exchange for their time, attention and loyalty. If you meet these expectations, you can turn them into customers and advocates.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York