In the 18-34 demographic, the Amazon app is widely considered indispensable. In fact, according to one recent report, it rates higher than any single social media app out there.

Millennials’ most valued

A report from ComScore says 35% of US millennial smartphone users could not live without their Amazon app. It’s the most valued app for the key 18-34 demographic. On this scale, Snapchat barely gets a mention.

According to the report, 87% of active mobile time is spent in apps rather than browsers, so Amazon’s really on a winner.

Business Insider says changes in millennial behaviours signal renewed cause for confidence. They are downloading more apps and making more in-app purchases than they were a year ago.

Facebook and the Forbes analysis

As Forbes points out, if you simply add the figures for Instagram (11%) , Messenger (18%), WhatsApp (11%) and the Facebook app (29%), it would add up to a chart-topper for the social giant, but… 

The Forbes analysis is sketchy: there will be an overlap of users for each of those apps. The inference that 69% of users couldn’t live without a Facebook-made app is specious.

Full deets

Get the full report from the ComScore website. In trade, you’ll have to register using a genuine company email address.

Depending on how you slice the data, it’s possible to frame Facebook, Snapchat, or now Amazon as the mobile brand leader for millennials. Which one has the edge in practice?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.