‘Mobile apps’ more popular than the ‘mobile web’ among US Android smartphone consumers – Nielsen
Consumers using their mobile phones to check the news, weather, email and social networks, are spending more time accessing these through mobile apps rather than through the mobile web.
According to first-reported data from Nielsen Smartphone Analytics, a new service that tracks and analyses data from on-device meters installed on thousands of iOS and Android smartphones, the average Android consumer in the US spends 56 minutes per day actively interacting with the web and apps on their phone. Of that time, two-thirds is spent on mobile apps while one-third is spent on the mobile web.
Perhaps more surprising, despite the hundreds of thousands of apps available for Android, a very small proportion of apps make up the vast majority of time spent. In fact, the top 10 Android apps account for 43 percent of all the time spent by Android consumers in the US on mobile apps. The top 50 apps account for 61 percent of all time spent. With 250,000+ Android apps currently available, the other 249,950+ apps account for the remaining 39 percent of the pie.
Nielsen Telecoms European managing director David Gosen explains: “Our understanding of how consumers interact with their smartphones has just reached a new level. Our ‘on-device meter’ now allows consumers to opt-in to have their actual interaction measured – with their handsets giving us, for the first time, an on-tap stream of aggregated user data. Handset manufacturers, operators and advertisers are all set to benefit from a whole new depth of mobile consumer insight.”
