Over the last year, researchers have chronicled consumers’ mobile use. Smartphone and tablet owners are continuing to use downloaded apps more often than browsers and those numbers are predicted to increase. For advertisers, this means that shifting focus to advertising within the apps is important in order to keep up with the digital world.
eMarketer reports on research conducted by Nielsen in fourth quarter 2013. Smartphone users in the United States are spending 65% more time on mobile apps than they were two years ago. However, the amount of apps the smartphone owners had only increased from 23 to 27 in the last two years. This indicates that users are increasing their time spent on mobile apps that they had already downloaded vs. accruing more.
Other research by comScore Media Metrix Multi-Platform proved that smartphone apps had the majority of time used with leading US digital media properties because of efficiency and mobile optimization. Media properties such as, Apple and Facebook, were mainly accessed through apps with 99% and 94%. However, media properties such as Wikimedia Foundation sites and Glam Media were predominately accessed through their browsers with 88% and 84%.