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Research has revealed that US Smartphone users are spending more time using mobile apps than those who are using desktop web and mobile web. The mobile analytics firm Flurry conducted the research and they claim that people are spending 81 minutes a day using mobile apps compared to 74 minutes for web usage – according to their blog post.
The statistics were based on Flurry’s own app data of more than 85,000 Apps across all major devices including iPhone, Android, Blackberry and Windows phone. They compared these statistics with that of the publicly available internet usage information from Alexa statistics and comScore.
What’s interesting is the significant rise of mobile app usage, which has now overtaken web usage in terms of time spent. For example, only a year ago the data revealed that 43 minutes was being spent using mobile Apps, a year later this figure has risen to 81 minutes – that’s a year on year growth of 91%.
If you compare this growth to the time being spent on web usage (so that’s desktop and mobile web) you can see a marked difference. A year ago, the time spent on web usage (64 minutes) outspaced mobile apps (43 minutes), however whilst the time spent on mobile Apps has risen significantly over the year, the time spent on web usage has only grown marginally. As of June 2011, the time being spent on web usage stood at 74 minutes – that’s a year on year growth of 16%.
How can mobile Apps significantly larger growth be explained? Flurry suggests, “This growth has come primarily from more sessions per user, per day rather than a large growth in average session lengths.” Therefore, we’re seeing users spending more time over the course of a day on mobile Apps. However, what Apps are being used?
This can help explain exactly why more users are spending an overall longer amount of time using mobile Apps. For example, Flurry have categorised the time spent per app, revealing that a considerable 47% is spent on gaming, with 32% of app time being sent on social network. News and entertainment Apps picked up 9% and 7% of app time spent respectively, followed by 5% which come under the ‘other’ category.
Gaming and social network alone account for a monstrous 79% of total usage, which is being used more frequently and for longer periods of time. This isn’t surprising given how popular online gaming and social networking is, however it does bring home just how engaging these Apps are compared to other online facilities. According to Flurry, this data helps explain the reasons behind Facebook’s Project Spartan –an HTML5 based web app for mobile Safari designed to bypass Apple’s App store, just as the Financial Times have done [See: FT Launch Web App Independent from Apple’s iTunes]
This data makes it clear that mobile Apps are proving to very popular indeed, and as technology moves forward, interactive media usage will shift from the web towards mobile. The stats prove that interactive gaming and social networking are taking up most of the user’s time – so will this be the next large battle ground over the consumer? Well if Facebook’s movements are anything to go by then yes, but don’t rule out some big moves from Apple and Google to make certain a consumer relationship monopoly isn’t formed – watch this space.
Mobile Phone App Icon Background via BigStock
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.