Mobile app usage has doubled in the past two years to an average of two hours per day, boosting it to 7x the amount of time users spend on mobile web browsers, according to a study by App Annie made available to Mobile Marketer. The top 20% of people who use apps for the longest periods spend more than four hours a day with mobile apps.
Native mobile apps accounted for 88% of the time and 93% of sessions on Android phones worldwide, with the remainder being spent in mobile browsers, the study found. The preference for apps was seen among all age groups, not just millennials and teens, in every country surveyed during the first half of 2017.
Marketers are accordingly boosting their investment in apps, with 63% of respondents saying they expect their app marketing budgets to increase. Retail apps are growing sales through mobile channels, with mobile app users converting to paying customers at 3x the rate of other mobile users, according to a Criteo study cited by App Annie.