A Nielsen report shows that while adult U.S. smartphone users are spending 65 percent more time using apps compared to two years ago, the average number of apps used per month has only seen a slight increase.
Mobile presents an increasingly large opportunity for digital marketers, as today adult U.S. Android and iPhone users spend 65 percent more time using mobile apps than they did just two years ago, according to a new study from Nielsen.
In its recently published report, Smartphones: So Many Apps, So Much Time, Nielsen found that in the last quarter of 2013 adult smartphone users in the U.S. spent an average of 30 hours and 15 minutes using apps, compared to 18 hours and 18 minutes in the same period two years prior.
However, while the average time spent on mobile apps per month has greatly increased, the average number of apps used per month has grown only slightly, from 23.3 to 26.8 during the research period.
"Although there does appear to be a limit to the number of apps people are willing to access on a monthly basis, they're spending 31 percent more time [on mobile] than they were last year, proving that it's the content that counts," Monica Bannan, vice president of product leadership at Nielsen, says in the report.
A deeper look at the research reveals that 18- to 24-year-olds spend the most time per month on mobile apps (approximately 37 hours per person), while users between 25 and 44 years old access the greatest number of apps (29.5).
So what types of apps take up the majority of users' time? Social networking and search apps are the most popular, followed closely by entertainment apps and then by apps used for communication. But on the rise are photography apps, which saw a 131 percent growth during the research period.
You can read the full report at Nielsen.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.