US Time Spent with Mobile: A Deep Dive into Mobile App and Web Time - eMarketer
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US Time Spent with Mobile: A Deep Dive into Mobile App and Web Time

eMarketer Report

By: eMarketer

Published: January 26, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

If it feels like people around you are spending more time glued to a mobile device than ever before, it’s because they are. eMarketer estimates US adults have trimmed traditional media time and upped their mobile time considerably.

  • US adults will spend 12 hours, 7 minutes per day consuming media across all channels and devices in 2017, up 13 minutes from 2013.
  • eMarketer estimates US adults will spend 3 hours, 17 minutes a day using a mobile device this year.
  • US adults will spend the largest share of mobile time listening to digital audio: 35 minutes via apps and 21 minutes via mobile websites.
  • Mobile video viewing time will skew more heavily toward apps, with US adults spending 20 minutes daily in apps vs. 11 minutes per day via mobile websites.
  • Nearly all mobile social networking time will be spent inside apps. US adults will spend 26 minutes per day with social network apps vs. 5 minutes a day social networking via a mobile browser.
  • The average US adult will spend 23 minutes a day playing games via mobile apps and 9 minutes a day using chat apps.
  • US adults will spend 2 hours, 41 minutes per day using apps in 2017, compared with 34 minutes a day using mobile websites.
  • Five trends will influence the amount of time US adults spend on mobile’s two media channels: efforts to make the mobile web faster and slicker, messaging apps evolving into platforms, retailers investing heavily in mobile advertising, the rise of mobile video viewing and upgrades to smartphone operating systems.

"The average US adult will spend 3 hours, 17 minutes each day consuming media on a mobile device in 2017, an increase of over 1 hour since 2013. Meanwhile, time spent with all other major media has declined."

Table of Contents

Mobile’s Effect on Time Spent with Media

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Five Trends to Watch

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16 charts are included in the full report:

US Time Spent with Mobile: A Deep Dive into Mobile App and Web Time

Average Time Spent per Day with Major Media by US Adults, 2013 & 2017 (hrs:mins)

Mobile’s Effect on Time Spent with Media

Average Time Spent per Day with Major Media by US Adults, Medium Users vs. Total, 2016-2018 (hrs:mins)

Apps Are Driving Media Time Higher

Average Time Spent per Day with Mobile Apps by US Adults, by Device and Usage, 2016-2018 (hrs: mins)

Average Time Spent per Day with Mobile Apps by US Mobile App Users vs. Total Adults, by Activity, 2016-2018 (hrs:mins)

Web Time: Murky but Meaningful

Average Time Spent per Day on the Mobile Web by US Adults, by Device and Usage, 2016-2018 (hrs: mins)

Average Time Spent per Day with Select Mobile Internet Activities by US Adults, In-App vs. Mobile Web, 2016-2018 (hrs:mins)

Average Time Spent per Day with Mobile Internet by US Mobile Internet Users vs. Total Adults, In-App vs. Mobile Web, 2016-2018 (hrs: mins)

Five Trends to Watch

Internet Users in Select Countries Who Won't Purchase from a Brand if Its Website/Mobile Experience Is Poorly Designed, Oct 2016 (% of respondents)

Implementation of Accelerated Mobile Pages* Among SEO Professionals in North America and Europe, April 2016 (% of respondents)

Messaging Apps Evolving into Platforms

Change/Expected Change in Time Spent Using Snapchat over the Past Year vs. Next Year According to US Snapchat Users, by Age, Nov 2016 (% of respondents in each group)

Retail Shopping and Mobile Ad Spending

Expected Growth of Retail Sales via Mobile Apps vs. Sites in 2016 According to Retail Executives Worldwide (% of respondents)

US Digital Ad Spending, by Industry and Device, 2016 (billions and % of total)

Sticky Video Content

Average Time Spent per Day Using Media on Mobile Apps Among US Adults, Q3 2014-Q3 2016 (minutes)

Mobile Share of Digital Video Views Worldwide, Dec 2013-Sep 2016 (% of total digital video views on Ooyala's network)

Smartphones Getting Smarter

Average Daily Number of Smartphone Alerts/Notifications Received by Smartphone Users in Select Countries, Oct 2016 (% of respondents)

Frequency with Which US iPhone Owners Use Siri, by Gender, June 2016 (% of respondents in each group)