SAN FRANCISCO: Online consumers in the US now spend five hours a day using their mobile devices, an increase of 20% compared to the fourth quarter of 2015, according to a new study.
Flurry, a mobile analytics firm, also reported that there has been a significant shift to apps as the amount of time users spend in browsers has steadily declined.
According to the Flurry data, browser share on mobile stood at 8% in Q4 2016, down from 9% in Q4 2015, 10% in Q2 2015, 14% in Q1 2014 and a full 20% in Q1 2013.
"Apps continued to reign supreme as time spent in browsers faded; and the chat-bot revolution, which was touted in 2016 as 'the app killer', simply fizzled," commented Simon Khalaf, Flurry SVP, and Analytics Manager Lali Kesiraju in a blog post.
The findings, which follow up on Flurry's annual State of Mobile report, also looked into the app categories that US mobile users access during their time online.
About half (51%) of their time is spent in social, messaging, media and entertainment apps that include Snapchat, the image-messaging app, which Flurry charted for the first time.
Snapchat, which last week debuted on the New York Stock Exchange with a valuation of $28bn, now takes up 2% of the average time US consumers spend on their mobiles each day. YouTube commands a 3% share, although Facebook still dominates with 19% of time spent.
Meanwhile, Flurry said the remaining "messaging/social" category accounts for 12% of the time US users spend in apps.
Looking at other categories, the time spent in games has been declining and now stands at 11%, while utilities takes 9% of mobile app time, with lifestyle & shopping securing 5% of users' attention.
"With users more willing to spend money on apps – partially due to frictionless payment methods like Apple Pay and Android Pay – shopping apps saw a significant growth," noted Khalaf and Kesiraju.
Data sourced from Flurry; additional content by Warc staff