Report: Apps Nearly 90 Percent Of Smartphone Internet Time

mobile-apps-200pxNielsen released a new cross platform report. Among other things it compares time spent with various media. TV remains the king of all media by time spent per day. That’s followed by traditional radio and then smartphones.

The report also compares app vs. mobile web usage by time spent. While Men and women spend roughly the same amounts of time accessing the internet on smartphones, women spend roughly 5 hours a month more than men using tablets.

Smartphone usage

Nielsen time spent

As the chart above indicates 89 percent of smartphone internet time is spent in using apps. Eleven percent of time is spent using the mobile web. When it comes to tablet based internet access the time difference by gender is much greater, with women spending five hours more per month than men on tablets.

Looking at mobile web vs. app usage on tablets, the chasm is not quite as great. Just over 80 percent of tablet time is spent with apps vs. 19 percent using the mobile web. That makes sense; the larger tablet screen offers a better mobile web experience than on a smartphone.

Tablet usage

Nielsen time spent tablets

There are certain verticals (e.g., retail) where mobile web usage is greater than apps. However those are the exceptions.

For years certain developers argued that the mobile web would ultimately take over and app usage would fall away. The opposite has happened; app usage has only grown with time.

Related Topics: Channel: Mobile Marketing | Statistics: Mobile Marketing | Statistics: Online Behavior | Statistics: Popularity & Usage


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • Pat Grady

    If I use my RoboForm app, would they count that as “app” time, or “mobile web” time? I may be in an app, but it’s definitely mobile web use. Robin Thicke tune comes to mind…

  • Natalie

    I am really impressed with the new cross platform mobile app that Nielsen has created here. There are a lot of development services those are doing the same for a long time and don’t succeed at times.

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