Over the span of just a few years, the concept of app usage has
transformed from a novelty to an essential part of the mobile user
experience. With millions of apps now available and more being rolled
out every day, there is an app for everyone, regardless of age, race or
But while marketers and app developers continue to add functionality
and robustness to apps, they also must effectively position them to
stand out in an increasingly competitive marketplace.
increase in choices, the number of apps used is staying the same. A
recent Nielsen analysis found that on average, U.S. smartphone users
accessed 26.7 apps per month in the fourth quarter of 2014—a number that
has remained relatively flat over the last two years.
Over 70% of the total usage is coming from the top 200 apps.
However, while there appears to be a consumer threshold to the total
number of apps people are willing and/or able to actively use during the
month, the time they spend engaging on those apps has increased. In
fact, the monthly time spent per person has increased from 23 hours and
two minutes in fourth-quarter 2012 to 37 hours and 28 minutes in
fourth-quarter 2014—a 63% rise in two years!
So the reward for being one
of the chosen apps is heavy engagement by the user.
The study also found that while men’s monthly app usage was a bit
higher than women (27.2 vs. 26.3 apps, respectively), female users lead
the way in terms of time spent.
Women spend an average of 38 hours and
two minutes per month on apps while men spend 36 hours and 51 minutes
Another key takeaway from the analysis was the diversity of app usage among different races and ethnicities.
African-Americans not only use the most apps per month (30.3), but
they are also spend nearly 43 hours per month on them. Hispanics spend
41 hours and 31 minutes (the second highest in time spent per month)
across an average of 27.9 apps per month.
Asian-Americans average 37
hours and 14 minutes per month, while white non-Hispanic users spend 35
hours and 25 minutes per month. ... continue reading..