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BizReport : Mobile Marketing : June 22, 2011

The web? There's an app for that

Whooooosh - did you hear that? That was the sound of mobile apps overtaking the world wide web. That's right - people are now spending more time with their mobile apps than they do on the web.

by Helen Leggatt

flurry logo.jpgJust one year ago web use dominated mobile apps with 64 minutes of use in one day compared to 43 minutes. How times have changed.

Research from mobile analytics company Flurry reveals that consumers are now engrossed with their mobile apps for a little over an hour and 20 minutes each day.

By comparison, they are spending just under and hour and a quarter browsing the web.

"This stat is even more remarkable if you consider that it took less than three years for native mobile apps to achieve this level of usage, driven primarily by the popularity of iOS and Android platforms," says Flurry.

Games and social networking dominate app use, found Flurry. Combined, these two categories alone account for a massive 79% of app use (47% games / 32% social).

Furthermore, consumers use these two categories more frequently, and for longer average session lengths, compared to other categories such as news and entertainment.

So, is the web dead?

Tags: consumer insight, mobile apps, mobile marketing, web use

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  • Clearly, mobile is becoming increasingly important to consumers and marketers need to realize that. Developing mobile friendly sites and email is critical to staying connected with users on the go. Local search profiles also become more important.



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