Android Smartphone Users Prefer Mobile Apps to Mobile Web

August 19, 2011

nielsen-app-time-aug-2011.JPGWhen consumers use their mobile phones to check the news, weather, email, or their social networks, they often have a choice between the mobile web version or a specially-created mobile app. In terms of time spent, users of Android-based smartphones prefer mobile apps, according to data collected by Nielsen Smartphone Analytics in June 2011.

Nielsen data shows the average Android consumer in the US spends 56 minutes per day actively interacting with the web and apps on their phone. Of that time, two-thirds (67%) is spent on mobile apps while one-third is spent on the mobile web.

Top Apps Account for Most Time Spent

nielsen-top-50-apps-aug-2011.JPGDespite the hundreds of thousands of apps available for Android, Nielsen analysis shows that a very small proportion of apps make up the vast majority of time spent. In fact, the top 10 Android apps account for 43% of all the time spent by Android consumers on mobile apps.
In addition, the top 50 apps account for 61% of all time spent. The top 11-20 make up 8% of time spent, double the 4% each represented by apps ranked 21-30 and 41-50. Interestingly, Android users spend a slightly smaller share of their time (3%) on apps ranked 31-40 than on apps ranked 41-50.

comScore: Smartphone Users Get More Active

The percentage of US mobile subscribers engaging in a variety of smartphone-based activities including downloading apps and social networking increased from the three-month period ended March 2011 and the three-month period ended June 2011, according to comScore MobiLens data. Mobile access of social networks/blogs grew most dramatically, 6.5%, from 27.3% to 29.1%.

Following closely behind, use of downloaded apps grew about 6%, from 37.3% to 39.5%. Listening to mobile music also grew about 6%, from 17.9% to 19%. Meanwhile, playing mobile games increased about 5%, from 25.7% to 26.9%, and mobile browser use climbed 4%, from 38.6% to 40.1.%. Furthermore, texting increased about 1%, from 68.6% to 69.6%.

About the Data: Nielsen Smartphone Analytics tracks and analyzes data from on-device meters installed on thousands of iOS and Android smartphones.

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