What is App Snacking?

The phenomenon of app snacking comes from the word snacking, which appeared for the first time in the retail segment. Many retailers were facing the aftermath of "appification" whose core effect was transforming the web-based online market strategy of the retailer to app based sales tactics which included understanding new shopping venues. The new sales venue was a broad term that could include everything from new shopping habits to new sales tactics to sorting out buyers.

As per Raj Aggarwal, app snacking is a prolific behavior where people are seen to log into several short sessions within several apps in one day. The short sessions are independent of app categories. Many users go through multiple apps which are relevant to their preferences and mood. Mostly, short sessions are used to glance over personal news feed, pics, short messages, emails, etc. App snacking provides enough information to the user from their short session login, but remains a languishing agent for mobile ad advertisers, as most users turn away from an app the moment the video ad starts kicking into the session. 

The prolific behavior of short sessions is well represented by the numbers from the Localytics report. Social networking websites dominate the numbers, followed by weather, news, photos, and games, etc. It is evident that the information in the news feed is very relevant to the user and can be easily discerned at a minimum endeavor. Photos and games come very close to social networking as gaming remains the second biggest user share in the app industry. 
Among social networking apps, Facebook stands out at the top because of its differentiator “News feed”, WhatsApp, the king of IP messaging, is at no. 2 and also, being positioned in the market segment of the developing countries where the privilege of carrier messaging restricts to numbers. YouTube, the video sharing mogul, stands at no. 3. 
The important part is to understand how many apps do users use to make app snacking more than just a mere existence? The answer to this question is shocking, users use 11- 20 apps on a monthly basis and 6- 10 apps on a weekly basis. On a daily basis, 1- 5 apps summate the equation of app snacking where few hours spent on the mobile device gets divided into many short sessions.

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