Inter-App Dynamics: A VAR Analysis of OTT and SNS Effects on Shopping App Usage

This study investigates the inter-app dynamics between mobile application categories, specifically focusing on how media consumption influences mobile shopping behavior. Utilizing hourly usage logs from the Embrain Panel dataset, we applied a Vector Autoregression (VAR) model to empirically analyze the comparative effects of Over-the-Top (OTT) platforms and Social Networking Services (SNS) on shopping app usage over time. The findings reveal distinct temporal patterns: while SNS usage exerts a fluctuating, short-term influence on shopping engagement, OTT usage demonstrates a consistent and cumulative positive impact, suggesting a more sustained pathway to commerce. Furthermore, heterogeneity analyses indicate significant differences by gender and age; the impact of media consumption on shopping is most pronounced among female users and the 30~40 age group, whereas older demographics exhibit delayed responsiveness. By identifying these behavioral disparities, this research highlights the evolving role of streaming platforms as distinct drivers of mobile commerce and provides practical implications for differentiated digital strategies considering user characteristics.