According to the Nielsen second-quarter 2014 Cross-Platform report, U.S. adults spent an average of 43 hours and 31 minutes per month connecting with content through an app or mobile web browser, up from 33 hours and 48 minutes per month in the same quarter in 2013. Among African-American and Hispanic adults, that average monthly time spent was even higher, at nearly 53 hours and 49 hours respectively!
While the average smartphone downloader has 42 apps on their device, 87% claim they use less than 10 apps on a daily basis, while 55% say they use between one and four apps, and 32% report using between five and nine, according to the report. Meanwhile, the average tablet downloader has 35 apps on their device, with 89% claiming they use less than 10 apps on a daily basis.
Others, too, access apps these days. On average, those who have downloaded an app on their smart TV have 12 apps on their device, while wearable downloaders have an average of four apps on their devices.
The top reason for downloading an application, says the report, is because Apps are fun! 53% of smartphone owners and 59% of tablet owners cite leisure or entertainment as the reason for downloading, while 48% of smartphone owners and 44% of tablet owners say a recommendation from a friend precipitated downloading for “fun.” Among tablet owners, 48% also say they download an app because they have the same or similar app on another device.
Consumers are maximizing their downtime by using apps, says the report, presenting marketers and app developers with a potential opportunity to reach these consumers while they are unoccupied. In third-quarter 2014, 70% of app downloaders who own a smartphone said they used apps while alone or by themselves, 68% used apps while they were “bored" or “killing time” and 61% while waiting for something or someone. 65% of tablet users use apps while they are alone.
Frequency of Application Use (Previous 30 Day App Downloaders; Own Smartphone or Tablet)
Waiting for something/someone
While watching TV
Before going to sleep
When first wake up
Improve/help what currently doing
Finding a place to eat
Socializing with friends
Source Nielsen, November 2014
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