Most mobile users are within arms reach of their device throughout the day. Keeping an eye on how users interact with their devices can help mobile marketers predict and anticipate behavior. Nielsen recently released a cross-platform report that examined how users are engaging with their mobile devices.
Nielsen found that on a monthly basis, users spent 89% of their time in mobile apps, and only 11% of their time on mobile websites. Broken down even further, men spent approximately 3 hours and 45 minutes per month on mobile websites and women spent an average of 3 hours and 46 minutes on mobile web. In apps, men spent a monthly average of 29 hours and 32 minutes, while women spent about 30 hours and 58 minutes using mobile applications.
AppAnnie conducts regular research to see which app categories are the most popular. Based on download numbers, Games are the most popular apps in Google Play and the App Store. Games make up about 65% of installs from the app stores. Entertainment apps were ranked second, Photo & Video apps came in third, with Utilities and Lifestyle apps rounding out the top five.
When ranking app categories based on revenue generated, Games still occupy the top spot. In fact, mobile games are expected to become a $16 billion dollar industry by 2016. Social Networking apps came in second, followed by Music apps. Productivity and Education apps were ranked fourth and fifth respectively.
It is pretty clear that for most users, mobile apps are the preferred use case on mobile. Certain verticals like retail still have a majority of their traffic coming from mobile web, but overall the ecosystem has moved to native apps.
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