According to Forbes' Ewan Spence, users are spending an average of 2 hours and 42 minutes a day on their mobile phone, up by four minutes from last year; however, despite this increase, the humble browser is only getting 14% of that time, with the majority of the attention being taken by apps Facebook, primarily.
Looking at breakdown of that time, users are living in their smartphones applications. That gaming requires apps is a given, but almost every other area provides the user with a choice go for an app to access the data or go to the web.
Users are turning away from the browser and relying on applications. Anyone who relies on reaching out to users should be paying attention to these numbers, and have a strategy to deal with the app issue.
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