New data from Localytics reveals that time spend in social networking apps has risen by 49 percent year-on-year, largely due to very strong “snacking” like behaviour.
Overall, people are spending about 21 percent more time in apps this year than in 2013, with music apps seeing the biggest increase – up 79 percent. Health and fitness apps were up 51 percent, with social media apps third.
However, in terms of app launches, social is the clear leader, with an average of 25.1 launches per month. While the minutes-per-session time spent for social networking apps was the lowest across all categories, these bite-sized “snacks”, with users dipping in and out of their favourite social channels, looks to be a strong trend.
“Despite reports that fewer apps are being downloaded each month, people are spending more time than ever in apps,” writes Dave Hoch, Business Analyst at Localytics. “Session length and app launches are important metrics to gauge app engagement, and together are an accurate representation of the amount of time users spend in apps. Time in apps have already surpassed desktop web, and as mobile apps incorporate even greater personalization features, this number is only expected to increase.”