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Mobile app usage has been on the rise for a few years now and this trend is not about to change. Mobile internet usage has increased tremendously over the last couple of years. An increase in mobile internet usage was expected right from the beginning, though the rate of growth was not expected to be as high as it is today. While 66% of time spent on the internet is from mobile devices, a greater percentage of this time is spent on mobile apps than on mobile web browsers. Mobile apps offer users great convenience and this is probably why they are quickly overtaking mobile web browsers.
According to forecasts, mobile app usage will account for 19.9% of average daily total time spent on the internet. This is mainly because mobile apps are convenient and give users direct access to exactly what they are looking for without having to go through a mobile web browser. The average US adult is expected to spend almost two and a half hours daily on mobile apps in 2017, an increase of more than 10% from mobile app usage in 2016. This is more than 84% of total mobile internet usage, with the remainder usage being from mobile web browsers. Mobile web browsing is expected to remain stagnant at less than half an hour daily in 2017.
Even with this increase in mobile app usage, the number of mobile apps in use is expected to drop. While the US adult used an average of 21 mobile apps each month in 2016, this number is expected to drop to 20.1 mobile apps by the end of 2019, which is the end of the forecasting period. Most American smartphone users spend their app time social networking, messaging, video viewing, gaming, and listening to music and other digital audio files. All these activities are time-consuming and smartphone users do them a lot, and this is why mobile app time keeps increasing.
Most Popular Mobile Apps
The use of social networking and utilitarian apps, for example, messaging apps saw the biggest growth, probably because of the amount of time spent video and voice calling. The apps are cheaper to use and that is why they are so popular. Time spent on gaming apps and personalisation apps decreased significantly. The use of the mobile version of Facebook, which is one of the most popular social networking sites, will increase by 1 minute to 17 minutes per day in 2017 and 19 minutes per day by the end of 2018. This is mainly attributed to the Facebook live video feature which was recently introduced. The higher rates of video consumption will greatly increase the time spent on the app. The use desktop version of Facebook is expected to remain at 6 minutes per day.
Developers of mobile apps are creating apps that can do many different things to eliminate the need for having so many apps in the market. More grocery shopping applications are likely to be developed in the coming few years as users have begun to embrace online food shopping. This will increase the time spent on mobile apps even more.
With everything going digital, any business that does not tap into this growing market is bound to be left behind by its competitors. What these statistics mean is that marketers should leverage the growing number of mobile internet users to drive sales up. They can use these findings to improve their marketing strategies to target both millennials and the older folks who spend a lot of time on mobile apps because of their convenience. Mobile web browsing is slowly but surely becoming obsolete, and businesses that solely depend on it are likely to lose out big time.
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