• by Gavin O'Malley  @mp_gavin, October 15, 2015

Despite a variety of other offerings, app users still spend a lot of  time playing games. On average, consumers are spending two to 10 times more time playing games than any other activity, according to new data from mobile attribution startup adjust.

Users tend to engage more in games and social apps than publications and educational apps, returning more frequently on a daily basis. In fact, time spent with games is 31% higher than educational and 62% higher than news and magazines.

Publication app users tend to uninstall less after seven days than any other category. In other words, they engage less, but tend to become more loyal users over time. By contrast, people play games very frequently and for longer periods of time, but they soon become bored with games and uninstall them.

Also of note, seven days after installing social and messaging apps, average users return three times per day.

For its study, adjust used its internal API to aggregate data from all iOS and Android apps currently tracked with its products, and then developed cohorts to track average performances across the mobile ecosystem during the third quarter of the year.

The dataset was sourced from over 10,000 apps, by adjust’s count.