Today, the average US smartphone owner spends over 2 hours per day using apps and websites on their device — more time than they spend watching TV. Despite this, most of the time that consumers spend using these mobile devices is to communicate with others. Downloaded social networking and communication apps — messaging, email, and digital video/voice – come in a variety of forms; some facilitate intimate conversation, while others blast a network (or even the public) with a one-way status update. As a whole, these apps achieve some of the highest app reach and engagement rates for both US and UK consumers.
My recent report, The Uptake And Engagement Of Social Mobile Apps In The US And The UK, compares the reach of social mobile apps as well as the average number of days per month and sessions per day that smartphone owners (18+) use these apps. Using Forrester's Mobile Audience Data (passively tracked smartphone data), we found that:
- Facebook is still the most popular app used by both US and UK smartphone owners today.
- Messaging apps like Snapchat, WhatsApp, and Kik keep users coming back frequently throughout the day.
- Smartphone owners access email apps frequently throughout the course of a month.
- The Instagram app reaches more users and has them coming back more frequently than the Twitter app in the US.