Apps, While Accounting for Half of Digital Media Use, See Selective Uptake, comScore Finds
Apps account for more than 50 percent of digital media use, comScore reported Thursday after surveying 1,033 smartphone users last month. Desktop computers make up 34 percent of digital media usage, tablet apps are 7 percent, smartphone web use is…
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7 percent and tablet web use is 2 percent, it said. On average, U.S. digital media users spend 2.3 hours per day on mobile apps. They're selective, too. Most smartphone users don’t download any apps in a month, and the average number is two. App discovery is down, though word of mouth, at 15 percent of users, was more effective for app discovery than social media (10 percent) or news/reviews (8 percent). Advertising was minimally effective for app discovery at 10 percent via website, 9 percent via device browser and 6 percent via TV, print or billboard.