What’s Happening: App Domination

In a blog post this week, Flurry confirmed that the apps have come to dominate the US mobile consumer’s time.

While time spent on a mobile device increased by four minutes to two hours and 42 minutes per day, time spent on the the mobile web continued to decline. At 68 percent (or two hours and 19 minutes) apps dominated mobile consumers’ time.


Mobile games continued to be the main driver, with 32 percent of time spent on gaming apps. Social and messaging apps, however, increased their share by four percent to 28 percent. Productivity apps also saw their shares double to four percent.

Facebook has been able to maintain its dominance on mobile, driven in part by its ownership of Instagram. Flurry predicts that the acquisition of WhatsApp will help Facebook maintain its position, if not increase its share of the market.


Despite Facebook’s prominence, however, the mobile market is still extremely fragmented: combined, Google and Facebook command less than 25 percent of consumers’ time. The top ten franchises account for less than 40 percent of total time, indicating that the market still hasn’t consolidated. This means that there are still new opportunities for franchises to emerge and take their place in the mobile landscape.

To find out more and read what this means for mobile advertising, check out Flurry’s blog.


Here’s what else we’ve been reading at TrialPay this week:
How Mobile are Social Networks?: Mashable breaks down the six most-used social networks on mobile devices.
Timing is Everything — and Mobile Advertising is No Different: Although a lot of attention is paid to the format of mobile ads, timing is just as crucial to success.
The Mobile Video Surge is Creating New Winners and Losers: Business Insider breaks down how each of the major video content players has adapted to the mobile environment and which ones have been the most successful.