The Mobile Marketer

Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business

Find out why smartphone users aim for apps over mobile web


If you’re torn between developing a mobile app or optimizing your Web site, consider what device users you’re targeting. New research from mobile analytics firm Flurry confirms a trend noticed last summer: U.S. smartphone users are spending more device time inside their downloaded apps and proportionately less of their day browsing the general Web.

In December 2011, the research found, the average smartphone user spent 94 minutes a day interacting with self-contained apps on a mobile device, compared to only 72 minutes a day on the web either from a desktop PC or a mobile device. Times spent in apps rose 23% from December 2010 to June 2011, and 15% from June 2011 to December 2011.

Growth in app time seems to be largely due to more frequent use rather than longer sessions. That increase in app use seems to be driven in part by a growth in the number of Facebook users checking and updating accounts away from their PC browsers. In June 2011, Flurry found that the average Facebook user spent more than 33 minutes per day on the web site; in December, that web-based use dropped to 24 minutes per day.

And interacting with Facebook and other social networks makes almost one-third (30%) of the time U.S. smartphone users spend in mobile apps, Flurry found—exceeded only by the 49% spent playing downloaded mobile games. They also spent 7% of their app time viewing mobile entertainment, 6% checking news, and 8% engaged with other tasks.

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2 thoughts on “Find out why smartphone users aim for apps over mobile web

  1. Yes, but the shelf life of Apps is 99% of the time 30 days or less. Most peaking around 10 days. Just because it’d downloaded does not mean it stays on the phone. Many phones are overloaded as it is w/music, photos, video etc. It’s only because the mobile web is so young & many have not done mobile sites that this is the case. Look for the mobile web to completely overtake Apps in future.


  2. Pretty great post. I just stumbled upon your blog and wanted to mention that I have really enjoyed surfing around your blog posts. In any case I will be subscribing for your feed and I am hoping you write once more very soon!


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