Data: “The Majority of Americans’ Mobile Time Spent Takes Place in Apps”

From eMarketer:

The vast majority of mobile time is spent while connected to the internet. We estimate that US adults will spend, on average, more than 4 hours with mobile internet, with 88% of that time within apps. The app percentage continues to increase year over year—though our figures may undercount time in embedded mobile browsers, such as those within Facebook or Twitter.

This year, 83% of time spent with tablets will be in apps, a big increase from a few years ago but still less than the 90% of smartphone time in apps. The higher browser percentage for tablets likely comes from their continued role in shopping, which remains a primarily web-based activity.

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