That people spend most of their (media) time on mobile devices on apps rather than the mobile Web is pretty well known by now. In fact, as of June, apps account for seven of every eight minutes of mobile media consumption, according to a new comScore report on U.S. app usage. The 52% growth in app use in the last year has led to a 24% gain in digital media time spent.
Why It’s Hot
The stat that is really eye-catching: 42% of all app time spent on smartphones occurs on someone’s single most used app. Almost three out of every four minutes spent with apps is devoted to a user’s top four apps. Those figures crystallize just how difficult it is for new apps to gain a foothold on a smartphone owner’s phone screen.
Facebook is the No. 1 app overall, in terms of time spent and audience size. The top apps across major mobile platforms are dominated by a combination of these six brands: Facebook, Google, Apple, Yahoo, Amazon and eBay. They account for nine of the top 10 most used apps, 16 of the top 25, and 24 of the top 50.
Nearly half the time spent in apps falls within three categories: social networking, games and radio. “The strength of these categories highlights that mobile devices are more heavily used for entertainment and communication than their desktop counterparts,” noted the report.
iPhone users spend more time with apps consuming media, with categories like news, radio, photos and social networking ranking high. Android users, by contrast, are more focused on utility apps like search and email as a result of the native presence of Google Search and Gmail.
Mobile advertising is booming. Advertisers are now shifting their dollars from traditional media to apps with high traffic. Google and Facebook are the top winners, accounting for more than two-thirds of the $17.96 billion spent in mobile advertising last year. Source: Mediapost