August 21, 2013
Study: Consumers are using apps for shorter bursts of time
Consumers are using apps for shorter bursts of time and opting to "snack" on content more frequently, according to newly released data. stuff reports.
A record 70 billion smartphone and tablet apps are expected to be downloaded globally this year, according to market research firm ABI Research. But consumers' attention spans for apps are dropping.
"People are spending overall a fairly decent amount of time in the app, but it's small intervals of time repeated more frequently," said Raj Aggarwal, chief executive of Boston-based web analytics company Localytics, which conducted the study.
The study looked at how consumers used over 500 news apps across 100 million iPhone, Android and Windows smartphones between July 2012 and July 2013.
It found that consumers spent on average 26 per cent less time interacting with the apps during each session, but that they opened the apps 39 per cent more often, for an average 25 times a month, up sharply from 18 times the previous year.
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