Mobile App Usage Driving Largest Ever Shifts In Consumer Behaviour

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Flurry have produced another great chart this time demonstrating that ‘The era of mobile computing, catalysed by Apple and Google, is driving among the largest shifts in consumer behaviour over the last forty years.  Impressively, its rate of adoption is outpacing both the PC revolution of the 1980s and the Internet Boom of the 1990s.  Since 2007, more than 500 million iOS and Android smartphones and tablets have been activated.  By the end of 2012, Flurry estimates that cumulative number of iOS and Android devices activated will surge past 1 billion.  According to IDC, over 800 million PCs were sold between 1981 and 2000, making the rate of smart device adoption more than four times faster than that of personal computers’.

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"The chart compares how daily interactive consumption has changed over the last 18 months between the web (both desktop and mobile web) and mobile native apps.  For the web, shown in green, we built a model using publicly available data from comScore and Alexa.  For mobile application usage, shown in blue, we used Flurry Analytics data, which tracks anonymous sessions across more than 140,000 applications.  We estimate this accounts for approximately one third of all mobile application activity, which we scaled-up accordingly for this analysis. 

Since conducting our first analysis in June 2011, time spent in mobile applications has grown. Smartphone and tablet users now spend over an hour and half of their day using applications. Meanwhile, average time spent on the web has shrunk, from 74 minutes to 72 minutes. Users seem to be substituting websites for applications, which may be more convenient to access throughout the day.

Our analysis shows that people are now spending less time on the traditional web than they did during the summer 2011. This drop appears to be driven largely by a decrease in time spent on Facebook from the traditional web.  In June 2011, the average Facebook user spent over 33 minutes on average per day on the website.  Now, that number is below 24 minutes. Time spent on the web without Facebook has grown at a modest rate of 2% between June 2011 and December 2011.

The analysis also shows that people are spending ever more time in applications. In fact, time spent in apps and the web, combined, has grown as users lead a more connected life. This growth though has been driven entirely by applications. The growth in time spent in mobile applications is slowing – from above 23% between December 2010 and June 2011 this year to a little over 15% from June 2011 to December 2011. The growth is predominately being driven by an increase in the number of sessions, as opposed to longer session lengths. Consumers are using their apps more frequently".   

You can read more about this fascinating subject at Flurry, here.

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