Home  › Stats
nielsen18

Americans Spend More Time Than Ever on Mobile Apps [Study]

  |  July 8, 2014   |  Comments

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.

nielsen1

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.

nielsen2

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.

nielsen3

You can read the full report at Nielsen.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is an Editorial Intern 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.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...