Chart of the Week: Do Facebook and Google Own Our Mobile Behavior?
As Facebook and Alphabet (the parent company of Google) prepare to report their latest quarterly earnings over the next week, discussion has returned to the monopoly (or duopoly) that the two tech mega-companies hold on advertising, media distribution, and content. According to the New York Times, 85 cents of every new dollar spent in online advertising goes to Google or Facebook. Our CEO Hannu Verkasalo has also shared his thoughts about how much power Facebook truly holds over advertisers, particularly in the mobile advertising sector.
How much of our mobile time is spent on Facebook or Google-owned properties?
And that doesn’t even take into account the amount of consumer attention or engagement that Facebook and Google garner on a monthly basis. These metrics are especially profound on mobile – Google (through Alphabet) reportedly holds an 83% share of the mobile search market. So how much of consumer mobile time is spent on Facebook or Google properties, compared to all other properties?
According to Verto Analytics data, the top ten apps based on the amount of time spent by users capture 51% of the total mobile time spent in the U.S. (by adult users ages 18 and above). And of those ten top apps, six belong to Facebook or Google: Facebook, Chrome, YouTube, Instagram, GMail, and Google Maps. In fact, Facebook’s mobile app alone captures as much as 16.4% of total mobile app time spent, while Google-owned properties account for a combined 17.5% of total mobile time spent. Altogether, the six Facebook- or Google-owned apps account for more than 36% of the time spent on mobile. And although mobile web usage is lower than that spent on PCs, web browsers are still among the top apps in terms of time spent by users: there are three web browsers among the top 10 apps in terms of time spent.