A study conducted by Arbitron found that when it came to mobile commerce, the top web domains tended to have higher reach than the top applications, but that users tended to spend far more time with the apps. New data from Nielsen supports these finding as well. Overall, smartphone users spent just 13% of their time using the mobile web, while iPad users 24%.
On the smartphone side of the equation (iOS and Android) there were few differences in consumption habits between men and women:
- Men spent an average of 25 hours and 53 minutes using apps, versus 4 hours and 1 minute on the mobile web; and
- Women spent 28 hours and 7 minutes using apps, and 4 hours and 23 minutes using the mobile web.
Clearly women spent more time on their smartphones, though not by a huge margin (8.7%).
The gap was larger when it came to iPad use:
- Women spent 15 hours and 5 minutes using mobile apps, versus 12 hours and 24 minutes for men; and
- Women spent 5 hours and 5 minutes using the mobile web, compared to 3 hours and 23 minutes for men.
That equates to women spending 27.8% more time overall on their iPads than men. Way to go ladies.
When looking at app-only consumption on smartphones versus iPads, the study shows that streaming video consumption was higher on iPads than smartphones (1:48 vs. 1:15), while the opposite was true for sports (1:11 on smartphones; 0:50 on iPads) and social networking (9:06 vs. 3:41).
So what do we get from this. It’s something I have said time and time again. Mobile site are good and you should have them, But apps are much better for several reason. You can showcase better, brand better not to mention you have much more control over what is seen and how.
These features are no longer nice to haves, they are and have been for some time now must haves.
About the Data: Smartphone: Smartphone data are sourced from over 5000 panelists (March 2013) across iOS and Android. Data is weighted and projected to the following benchmarks from Nielsen’s NPM panel: Age, Gender, Income, Race, and Ethnicity.