Skip to: Navigation | Content | Footer

Communications & social increasingly dominate app time

The increasing popularity of Facebook, WhatsApp and Instagram mean communications & social media is accounting for a greater share of the time people spend on apps than ever, according to measurement firm Verto Analytics.

Author: News Desk

Posted on: 17 May 2017 15:00

Communications & social increasingly dominate app time

Dr Hannu Verkasalo: "Total app time is becoming dominated by just a few sectors."

Measuring the cross-device behaviour of nearly 5,000 UK adults revealed the monthly time spent on communications & social media apps grew by 11.2 billion minutes (or 38%) over the last six months (Sept to March). This made it the fastest growing app category and now accounts for 44% of all mobile app time, says Verto Analytics.

Entertainment had the next biggest rise, up 3.4 billion minutes (22%) to account for over one in every five (21%) app minutes.

In contrast, the next biggest category by time spent, games, saw the biggest decline – by 2.4 billion minutes (-16%). Consequently, games’ share of all app time dropped from 18% to 13%.

“The continuous growth of messaging and social apps mean that the total app time is becoming dominated by just a few sectors, with the top three categories accounting for 78% of all mobile app time spent,” says Dr Hannu Verkasalo, Verto Analytics’ CEO. “This leaves the rest fighting over the scraps, which is going to get harder as app downloads are plateauing and there’s the impending rise of “hub apps,” where people do more tasks within one app – be it messaging, shopping or ordering a taxi. For example, while games have performed really well over recent years, it seems even they may be being substituted by new offerings across the entertainment category.”

Finance, photo & video and health & fitness are the next fastest growing app categories – each seeing a rise of more than half a billion minutes a month. Finance has seen lots of innovation around peer-to-peer lending and mobile payment apps which has led to “higher overall consumer acceptance and adoption.”

However, Verkasalo sees the app sector as a “clogged pipe”. The average person has around 90 smartphone apps but only uses eight on a daily basis. Furthermore, the typical app only retains 5-10% of users after 30 days. “Getting people to download your app is only about 10% of the battle; app creators and the brands that advertise on them are under increasing pressure to be one of those crucial eight and stay there.”

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

News

Future publishes 2017 results

Posted on: 27 November 2017

Incisive recruits Adrian Barrick

Posted on: 27 November 2017

Elle UK appoints Fashion Director

Posted on: 5 December 2017

Future appoints new Chairman

Posted on: 4 December 2017

DMGT publishes Full Year Results

Posted on: 30 November 2017

IPN Awards - Winners Announced

Posted on: 30 November 2017

Global Media Hub appoints Amy Scott

Posted on: 6 December 2017

Articles

Rise of agenda-driven journalism

Liz Gerard
Posted on: 30 November 2017

Off The Page

David Hepworth
Posted on: 30 November 2017

The Vanity, Sanity and Reality of Digital Publishing

Tim De La Salle
Posted on: 30 November 2017

The 3Ps of GDPR – Q&A

Hellen Beveridge
Posted on: 5 December 2017

Adapt and invest to prosper

Steve Dyson
Posted on: 30 November 2017

Hello! – Friend to the Stars

Ciar Byrne
Posted on: 30 November 2017

MasterClass

Matt Kelly
Posted on: 30 November 2017

My Publishing Life – Mark Allen

Mark Allen
Posted on: 9 November 2017

How to treble your editorial output

James Evelegh
Posted on: 30 November 2017

Media Quotes of the Year

Jon Slattery
Posted on: 30 November 2017

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 10/12/2017 08:12)

Find out more about

Featured job

Publisher Account Executive
Salary: Competitive
Gold Key Media
Soho, London

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Publishing Partners Guide