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.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
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.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
November 19, 2014
1:00pm ET/10:00am PT