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BizReport : Mobile Marketing : September 16, 2015

Time spent with apps outstrips time watching TV

In the second quarter of 2015, Americans spent more time using mobile apps than they did watching television, according to new figures released by Flurry.

by Helen Leggatt

Yahoo's digital analytics service, Flurry, has revealed that while Americans spent 168 minutes each day watching television during Q2 2015, they spent half an hour more (198 minutes / day) using apps on a mobile device.

The figures are the latest in an upward trend of app use - in 2013 Americans spent 126 minutes per day using apps rising to 139 minutes in 2014.

What makes the figures more impressive is that the time spent in apps does not include time spent in browsers.The inclusion of web browsing on mobile devices bumps the daily average up to 220 minutes.

"After putting the desktop web in their rear view mirror, apps now reign supreme as the top media channel in the United States, even without the help of the mobile browser," says Flurry in their report. "For the first time ever, time spent inside mobile applications by the average US consumer has exceeded that of TV."


However, that's not to say that television viewing is decreasing. In fact, over the last three years time spent watching television has stagnated rather than decreased. But, it is hard to quantify how much of the time spent in apps overlaps that time spent watching television. According to Simon Khalaf, SVP product and engineering at Flurry, "the second screen phenomena is clearly prevalent, especially among generations Y and Z" and, as such, "while time spent on TV hasn't decreased, it is hard to say how much of that time is actual watching, versus having background noise to the plethora of apps being actively consumed on mobile devices".

Image via Shutterstock

Tags: apps, mobile, television

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