Flurry report users spend more time on mobile apps.
Flurry report: users are spending more time on mobile apps
Flurry, a company that analyzes the use of mobile apps, has just published a short report showing that mobile apps now top mobile sites in terms of the time users spend on them. Surprising or predictable? Rather surprising, since a while ago the prevailing opinion was that the app fad would pass away.
It turns out that smartphone users – based on the American society – are using mobile native applications more often and for longer periods of time, while at the same time the time devoted to mobile sites is decreasing. Users now spend 2 hours and 42 minutes a day using smartwatches (March 2022 data) – a 4-minute increase from a year ago. Time spent on mobile apps increased from 2h 7min to 2h 19min compared to the previous year – a 9.5% increase. Meanwhile, time spent on mobile sites has decreased from 20% in 2013 to 14% (March 2022 data).
Overall, the use of mobile apps consumes as much as 86% of the time spent with a smartphone in hand.
Facebook and Google kings of apps
The most popular of the apps are games (accounting for 32% of the time spent using smartphones), followed by communication apps, with Facebook in the lead, and entertainment and utility apps in third place. All three retained their ranking compared to 2013. Facebook, together with Instagram, still leads the way among U.S. users, and even the significant rise in popularity of other communication apps has not yet threatened its strong position. However, it is now said that Facebook’s popularity will slowly decline in favor of other messengers, while Instagram’s popularity seems to be maintaining or even increasing. Also of note is one of Facebook’s most recent transactions, when it acquired WhatsApp – thanks to the inclusion of Instagram and WhatsApp under the Facebook banner, Facebook’s position in the ranking may be maintained or even strengthened.
The second very popular mobile app is YouTube, which alone accounts for 50% of the time spent on entertainment apps, which ranked third in the ranking. In total, the use of apps owned by Facebook and Google Absorbs 1/4 of total time spent on apps.
Based on the report, we can see that the “install – run – uninstall” pattern does not apply to too many apps at all, and many of them have their supporters. On the other hand, looking at the examples of Facebook and Google, one can see that users tend to be loyal to a small number of their favorite apps and it is these that they devote the most time to, without necessarily increasing the number of apps installed on their smartphone. However, this does not mean that apps will supplant mobile sites.
We must not forget that the most important thing is the level of customization of the chosen tool to the user’s needs, and thus to the goals we want to achieve when creating a new product – a mobile application or website.
The data collected by Flurry comes from 450,000 apps installed on more than 1.3 billion devices worldwide. The company also uses auxiliary tools such as comScore and NetMarketShare. This means that the final result of the research is made up of data from different sources using different methodologies and the results do not necessarily agree 100% with reality, rather they give some insight.
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