It all started around six years ago, when iPhone embarked with its first ever application called the iStone application and then there was no looking back. Today, there are more than 1 million apps in the app stores and more than a billion people making the most out of them through their smart phones. Interestingly, with so many apps trying to grab a place in the top charts, app marketing is another juncture that has added to the mobile revolution.
It should not be surprising to know that it has been six years since the mobile revolution took place, and apps have managed to dominate the web, as Flurry reports that time spent on a mobile device by the average US consumer has risen to 2 hrs and 42 minutes per day from 2 hrs and 38 minutes per day in March of 2013. This is one of the many interesting insights and shifts acquired by Flurry, when it recently conducted similar analysis that were carried out last year as well, using the data collected between January and March of 2014.There was a time when web had almost acquired the throne with the success of foundation businesses like Google, Amazon and Facebook. But the web’s success was more relevant on the back-end. While in the past few years, the capabilities of the web browsers in the front-end were overpowered by the native apps on the mobile devices that are backed with touch-based interactions that eventually deliver a better user experience compared to the web apps.
Let us dive into some intriguing insights that will give us a closer view of how apps are dominating the web.
According to the recent analysis by Flurry, from January through March this year, app usage accounted for 86% of the average US mobile consumer's time. As a result, time spent accessing the web from mobile devices during this period slipped to 14%, down from 20% during the same period last year.
Let us compare the two charts that will tell us the real accountability of the app categories towards this certain shift.
The chart above shows the Time Spent by US consumers on iOS & android Connected Devices during the time span of January through March 2013.
The chart above shows the Time Spent by US consumers on iOS & android Connected Devices during the time span of January through March 2014.
We can see that the consumers have spent the largest portion of their time (32%) interacting with gaming apps, which also remains unchanged from last year. Facebook, Twitter and other Social and communication apps claimed 28% of users' time, up from 24% last year. Facebook that also includes Instagram, still occupies the largest time spent in the US. While Entertainment and utility apps maintained their 8% share, out of which the 4% share was occupied by Youtube. Youtube has been added as an individual segment, as it makes the 50% of the entertainment category. The usage of productivity apps was doubled as it made 4% of time spent on mobile devices.
The CEO of Flurry, Simon Khalaf was quoted saying, “The data tells a clear story that apps, which were considered a mere fad a few years ago, are completely dominating mobile, and the browser has become a single application swimming in a sea of apps."
It was also observed that Facebook’s share of mobile advertising revenue was in sync with the time that the users spent on the network; which was 18% and 17% respectively. On the other hand, the time spent and the mobile advertising revenue share of Google varied at a greater scale; where in it is 49% and 18% of ad spent and time spent respectively.
Also, it is indicative that it is gaming apps that show a major opportunity to monetize through advertising, as various other apps have not received a share of mobile ad spending that is in proportion with the time spent by the users in those apps. Interestingly, eMarketer predicts that the mobile ad market will grow 75% this year, making the opportunity even bigger.
By all means, it is certain that native apps have acquired the front seat by outshining the mobile web browser and you can blame it on the superior user experience served by the former.
Image Credit: flurry