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The migration from browsers to apps continues apace.

Today, Americans are more likely to access mobile apps than mobile browsers, even though the number of apps being used regularly is dropping as users focus on a shortlist of core apps.

Confirmation comes from eMarketer, which notes that “In 2017, the average US adult will spend 2 hours, 25 minutes per day using mobile apps, a jump of 10.3 percent over last year, and slightly higher than previously forecast.”

Bottom line? Time spent with mobile apps is forecast to constitute 19.9 percent of average daily total media time this year.

Just considering mobile apps, they will account for 84.9 percent of total mobile time spent, with mobile web browsing making up the remainder. Time spent with a mobile browser is expected to remain stagnant at 26 minutes per day in 2017.

“American consumers spend the bulk of their app time conducting five activities: listening to digital audio, social networking, gaming, video viewing and messaging,” said eMarketer principal analyst Cathy Boyle.

“Each of these are time-intensive activities that consumers conduct with a high level of frequency,” Boyle added. “An app provides a direct access point from the home screen of a mobile device, and a native app experience is typically slicker and faster than a comparable web experience.”

And what are those core apps? They’re mainly social networks, Google, and utilitarian apps like maps and messaging apps. Facebook, of course, is one of those core apps for Americans, increasingly driven by video consumption, especially live video, on the platform.

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