Smartphones have become our resource for all things Internet when we’re on the go. But would you believe those apps you use to surf, share and play now account for a full half of all time spent online in the United States?
Well, you should.
According to new statistics from comScore, smartphone apps account for 50 percent of time spent on the Internet in the United States, surpassing the 32 percent share of time spent on desktop computers and 9 percent share spent on tablet apps.
A previous comScore report indicated the top 15 mobile apps include Facebook and Facebook Messenger, YouTube, Google Maps, Google Search and Google Play, Gmail, Pandora Radio, Instagram, Amazon Mobile, Apple Music and Apple Maps, Pokemon GO, Snapchat and Pinterest.
Over the past two years, the metric for share of time spent on smartphone apps has increased significantly, rising from 41 percent in July 2014.
“The high usage of smartphone apps compared to other media touchpoints shouldn’t come as much of a shock when you think about your daily online behavior,” comScore wrote. “Unless you already happen to be sitting at a computer, a smartphone app is probably your first option when you decide to listen to music, get directions to a destination, check the weather or catch up on email. The convenience factor is simply too powerful.”
ComScore said desktops and tablets will continue to have “critical” roles in consumer consumption for the foreseeable future, but said publishers and advertisers should take note of the “outsized influence that smartphone apps have” and plan accordingly.
The more recent comScore report, though, will come as no surprise who have been tracking the rise of smartphone usage.
According to Nielsen’s Total Audience Report for the first quarter 2016, adults in the United States spend an average of one hour and 39 minutes each day surfing apps or the web on their handset. That figure represented a 60 percent – or 37 minutes – increase over the first quarter 2015 and a 52 minute increase over 2014’s average.
Filed Under: Apps
