Time spent on mobile applications continues to grow

According to a Nielsen study, users of smartphones do not download more than thirty applications, but spend more and more time on them.


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If the 25-44 age group uses the most applications (29 on average), the 18-24 age group spends the most time on it.
The temptation to make a smartphone worth more than 500 euros in the groom of applications has its limits. On the other hand, the time spent to fool the boredom on his – all – small screen does not. According to a study published by the Nielsen Institute, about the owners of iPhone and mobile phones connected to Android over 18 years, the number of applications used each month increases only slowly: from 23.2 at the end of 2011 to 26.5 at the end of 2012 and 26.8 at the end of 2013. Nielsen concludes that there is probably a ceiling of applications beyond which the smartphone user does not venture around 30.

On the other hand, the time spent on all applications continues to increase steadily: from 18.18 hours per month at the end of 2011 to 30.15 hours at the end of 2013. The authors of the study underline that “content is what counts”.

If the 25-44 age group uses the most applications (29 on average), the 18-24 age group spends the most time on it (thirty-seven hours and six minutes each month). More amazing, seniors are not left behind: the over-55s spend an average of twenty one hours per month on 22 different applications. The potential for growth, both for market services and the sale of advertising space on mobile is still significant.


On the content side, most of the time spent on applications is devoted to search engines and social networks (ten hours and fifty-six minutes at the end of 2013). Entertainment applications (video, audio, games) represent the biggest increase (from six hours per month in 2012 to more than ten hours in 2013). Communication tools (e-mails, instant messaging …) mobilize “only” three hours and forty-eight minutes a month.

Shopping is also far behind, with an hour and thirty-three minutes (the increase in this segment is one of the lowest: + 12% between 2012 and 2013). At the same level are also the information applications: they also capture only one and a half hours of the brain time available to the smartphone holder, but are growing strongly (+ 55% over one year).

If we look more closely, the detail of the applications visited shows an overwhelming dominance of Facebook (which includes Instagram), which concentrates on its own, according to a study by the firm Flurry published in April, 17% of time spent on mobile application .

Unsurprisingly, the biggest loser in this reorganization of the mobile landscape is Safari, a browser installed by default on iOS devices, whose share has gone from 12% of the time spent by users to only 5%.