News Byte: The App's the Thing, Says Nielsen

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App usage dominates on both smartphones and tablets.
App usage dominates on both smartphones and tablets.

Whether it be on smartphones or tablets, people spend far more time connected to apps than the Web on mobile devices, and women spend more time connected to either device than do men. 

Those are the key indicators from new metrics on mobile usage included in Nielsen's Q4 2013 Cross-Platform report, released yesterday. The report marks the first time that Nielsen has migrated the reporting of mobile use and mobile video use from survey-based insights to metered data through electronic mobile measurement.

Female tablet users spend 27 hours and 45 minutes in apps on their tablets each month, says the report, a full five hours more than male users. Women are engaged in apps on their smartphones for 31 hours, an hour and a half more than men. Web time pales in comparison to app engagement on both devices. Tablets, not surprisingly, host more Web-surfing—6 hours and 45 minutes for women and just over four hours for men. Both sexes go online via smartphone for 3 hours and 45 minutes on a monthly basis.

Despite demands by marketers for better usage metrics on mobile devices, the nation's favorite immobile device continues to draw the lion's share of attention from consumers. The average American devoted five hours to watching live TV and 2 hours and 46 minutes listening to AM/FM radio. Just over an hour a day each were spent on smartphones and computers.


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