On Average, US Adults Will Spent 88% of Their Mobile Time within Applications

People spend the majority of their mobile time while connected to the internet. eMarketer estimates that on average, US adults will spend over four hours with mobile internet, and 88% of the time will be spent on applications. The application percentage continues to grow year-over-year. However, eMarketer’s data may undercount time in embedded smartphone browsers like those browsers embedded with Twitter or Facebook, etc.

eMarketer’s data suggests that the average daily time spent in the United States on applications will be three hours and 47 minutes in 2022. In comparison, the average daily time spent in the US on browsers will be 23 minutes in 2022. This year, 83% of the total time spent on tablets will be within applications which represents a massive increase from a few years ago. While 90% of the total time spent on smartphones will be in applications.

Likely, the higher browser percentage for tablets is due to their increased role in online shopping which remains a primarily web-based activity of individuals. However, the distinction between application and browsers time seems to blur over time.

Kargo and Verto Analytics conducted a study back in the year 2019 and discovered that at least 9% of the total time spent Facebook took place within embedded browsers. Advanced websites can also offer an app-like experience to users. It is evident that smartphone users prefer in-app experiences, however, as the web continues to improve, many of those experiences may be JavaScript-based.

The coronavirus pandemic has also effected the mix between smartphone web and applications. Overall, most of the time was spent on a few key applications such as social media apps, video apps, and messaging applications. The data from SimilarWeb suggests that the smartphone web traffic was 11.4% higher in April of this year as compared to April of the year 2019.

Among the top 100 websites, 55.6% of this mobile traffic went to PCs, electronic & technology publishers, which include search and social media. The highest percentage gains were on law and government websites. Traffic grew 44.9% on law sites, and 54.9% on government websites, year-over-year. Cdc.gov was the government website with the highest year-over-year increase. Traffic on cdc.gov increased by 1870% in March of this year, and 990% in April of this year.

Iterable’s study discovered that web push notifications increased by 37.5% between Feb and March of this year. Iterable is a company that provides messaging and other customer engagement services for marketers and found that application notifications decreased by 5.2% during February and March of this year. In comparison, customer open rates for app notifications increased by 28.5%.



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