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Apps Are Taking Over The World

By Maura Mitchell

In May, apps became the #1 way consumers interact with the digital world. 51% of Americans’ digital content consumption now occurs via a mobile app. Time on a desktop, laptop, or a mobile device directly accessing the web pales in comparison.

Today, the average consumer spends over 30 hours per month on apps. That’s up 65% versus two years ago. How much time people dedicate to apps varies by age, but not as much as you might imagine. 18-23 year olds log 37 hours per month while those over 55 years old clock a respectable 21 hours.

Consumers are spending dramatically more time with apps, but they have not significantly increased the number of apps they use. In 2011, the average American was active on 23 apps each month. That number inched up to 27 in 2013.

Smartphone owners spend the bulk of their time with just a handful of those 27. Over a third of app hours are allocated to search and social. Another third is spent on entertainment, like games and music.

There are now over 2.4 million apps available for the iPhone and Android. That means competition is fierce for one of those 27 spots on consumers’ phones and for the remaining 10 minutes per month of app time.

What are the implications for your business?
  • How can you make an app compelling enough to earn one of those 27 spots on consumers’ phones?
  • Do you have an app launch plan that will break through the clutter of millions of apps?
For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or
Sources: comScore 2014, Nielsen 2014    

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