Love Island has been the talk of the town in offices and on social media across the nation. Despite this, viewers of the popular dating show spend more time on the official Love Island app than social platforms.
According to research from mobile data company Ogury, the average Love Island app user has opened the app more than 12 times this season, averaging eight minutes, nine seconds per session. In comparison, Love Island fans are spending seven minutes on WhatsApp; six minutes, 24 seconds on Facebook; and four minutes, one second on Twitter.
Elsewhere, the Love Island app – which ITV has said has had 2m downloads – has more active users than other apps like Uber, Deliveroo, BBC News, ASOS, Amex, and British Airways. Although, the nation’s footballing pride prevailed over the reality show with one of the lower periods of activity on the Love Island app – 4.9 per cent – coinciding with England’s quarter final victory over Sweden on 7 July.
“Love Island’s app is an indication of how fans engage with and consume content on mobile today,” said Ogury. “These insights clearly illustrate the evolving behaviour of consumers and in-app activity around trending topics, which can help to inform key mobile and online marketing decisions.”