The U.S. smartphone user is much more likely to access content through apps (89 percent of time spent) compared to mobile Web (11 percent of time spent). The amount of time spent by each smartphone user has risen dramatically from Q4 2012 to Q4 2013. The average monthly time spent on apps by men has risen from almost 22.5 hours in 2012 to 29.5 hours in 2013, while the average monthly time spent on apps by women has surged from 23 hours and 39 minutes in 2012 to almost 40 hours in 2013.
The growth of time spent on smartphone apps has been at the expense of mobile Web. The amount of time spent by men on the mobile Web has declined from 2012 to 2013 from 4 hours and 8 minutes a month to 3 hours and 45 minutes, while the time spent by women has shrunk from 4.5 hours to 3 hours and 46 minutes.
Nielsen started collecting time spent on tablet apps and the mobile Web in 2013. The study found that women spend considerably more time then men on their tablets in the United States, particularly on tablet apps. Women spent 27 hours and 45 minutes per month on tablet apps, while men spent 22 hours and 41 minutes per month. Comparatively, women spent 6 hours and 30 minutes on the mobile Web on their tablets, while men spent 4 hours and 7 minutes on the mobile Web per month, according to Nielsen.
World Newsmedia Network has published Global Digital Media Trendbook each year since 2006. The 2014 trendbook contains 500 data sets and 230 pages of analysis about digital media usage and revenue patterns, including this data set. To download the GDMT free executive summary, go to www.wnmn.org