Time spent using apps is only going up, but mobile web usage has hit a wall

Andy Boxall

In App Data

April 18, 2017

app use emarketer

Time spent with apps on a smartphone has jumped by more than 10% in 2017, and will continue to rise between now and 2019; but time spent with the mobile internet remains steady this year, and is unlikely to rise significantly.

This is according to eMarketer data, which shows in 2017, mobile users will spend two hours 25 minutes each day using an app on their phone, while 26 minutes will be spent on the mobile web. App usage is up 10.3% over 2016, and now represents 19.9% of the average person’s daily media time.

In 2018, it’s estimated app usage time will rise to two hours and 35 minutes, and in 2019, reach two hours 43 minutes. Mobile web time is expected to stay at 26 minutes next year, before reaching 27 minutes in 2019.

The data covers U.S. app users, and eMarketer analyst Cathy Boyle had this to say:

“American consumers spend the bulk of their app time conducting five activities: listening to digital audio, social networking, gaming, video viewing and messaging. Each of these are time-intensive activities that consumers conduct with a high level of frequency. An app provides a direct access point from the home screen of a mobile device, and a native app experience is typically slicker and faster than a comparable web experience.”

While the amount of time spent using apps is rising, the amount of apps being used is falling. The average 21 apps used each month in 2016 has fallen to 20.7 in 2017, and is expected to be 20.1 in 2019.