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BizReport : Mobile Marketing : December 05, 2016

Time spent using apps on the rise

The amount of time people are spending on mobile apps is rising, according to new data from Opera Mediaworks.

by Helen Leggatt

On average, an iPhone user opens their device 80 times a day and Android users average 76 sessions a day. That means during waking hours, mobile users open their phone about once every 13 minutes.

The amount of time spent using apps has risen 20.5% in the past six months, according to Opera Mediaworks. While Q1 2016 saw people spending an average of 30 minutes with the 100 top apps, that rose to 33.5 minutes in Q2 and in Q3 stood at 36.9 minutes.


News and information apps came out tops in terms of impressions in Q3, with a 28.5% market share, followed by games (27.7%) and social networking (14%).

Furthermore, people are becoming more loyal to specific apps. Among the top 100 apps on Opera Mediawork's platform, the average user opened the same app just over four times each day during Q3, up from approximately 3.6 times in Q1 and Q2.

"This is the first significant leap in average session volume since the beginning of the year, and it shows that mobile users are becoming more dedicated to the apps that they use regularly, opening them more frequently and consuming their content more often," says Falguni Bhuta, VP, Global Communications & Engagement Marketing at Opera Mediaworks.

"This shift in 'mobile app loyalty' demonstrates a shift toward trusted apps, as consumers more deeply integrate the apps with daily utility and entertainment into their digital lives."

People also spend more time in Opera Mediaworks' top 100 apps than on average. While 5 minutes is the average time spent on apps, among the top 100 that rises to between 9 and 10 minutes.

Tags: mobile apps, mobile marketing, research

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