Most Americans are more likely to access digital media via apps rather than through traditional desktop or mobile web surfing, according to new research.
The study, from comScore, indicates that 52% of time spent on digital media now comes from mobile apps on smartphones or tablets.
The trend continues with 60% favouring mobile usage as a whole, rather than desktop-based digital media consumption.
Furthermore, apps now account for seven of every eight minutes of media consumption on mobile devices.
The report goes on to include several interesting stats regarding the most popular apps and how users’ interact with them. As you might expect, Facebook comes top of the pile, ranking first for both audience size and time spent amongst each demographic segment. The other top brands aren’t that surprising either, with Google, Apple, Yahoo and Amazon all featuring.
The report states that 75% of time is spent within an individual user’s top four apps, with a staggering 42% of time spent in the single most used app.
In terms of downloads, the average smartphone user apparently downloads three apps per month, with over a third going for at least one per month. In addition, half of respondents said that they use apps every single day.