UK mobile users are now more likely than ever to use mobile apps when they're online. Even when they’re not online, apps account for a huge proportion of time spent with mobile media.
App usage is growing substantially as the use of smartphones and tablets continues to rise. The influence of mobile on UK consumers is expanding. UK adults are spending an average of two hours and 24 minutes each day on non-voice mobile activities, according to a recent study conducted by eMarketer.
This media consumption is topped only by time spent with traditional TV. It's a significant rise from 2010, when non-voice mobile activities totalled just 18 minutes on average.
Mobile behaviours among UK consumers have shifted considerably in recent years. This is most prominent in the split between mobile apps and mobile web usage. Users no longer need to search via a mobile browser, but instead can go straight to a mobile app.
March 2015 data from comScore MMX MP and Mobile Metrix found that mobile apps now account for 81 per cent of time spent using mobile internet.