Chart of the Week: Which types of apps and tools do people use?

We already know that American consumers (among adults aged 18 and above) have upwards of 80 apps installed on their devices, including PCs, tablets and smartphones, but only use a handful of those apps daily. And when it comes to consumer attention and the amount of time they spend, not all apps are created equally: the average consumer spends 88 per minutes per day on their smartphone, for example, but they spend approximately 18 of these minutes on a single app.

Which types of content are accessed most often?

According to Verto Analytics data, not all types of apps and content are used daily – in fact, far from it. Our data shows that 90% of online consumers use utilities and tools – such as alarm clock apps – on a daily basis on their devices (PCs, smartphones, and tablets). And only about 70% of online consumers use web browser apps (such as Safari) or social media and communications apps (such as Facebook) on a daily basis. The numbers fall quickly from there: only 43% of online consumers use entertainment apps (such as YouTube) on a daily basis, while just a third of all online consumers use games daily. Understanding which app categories reach the most people, and when, provides key insights for brands when it comes to media planning: Which categories have a high reach but low frequency (or vice versa)? And which content categories can help a brand reach the right target audience?

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