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Report: Prime-Time Usage Lasts Longer For Mobile Apps Than For TV, Internet

Report: Prime-Time Usage Lasts Longer For Mobile Apps Than For TV, Internet

September 29, 2011 | By Tom Curtis




Mobile analytics firm Flurry published today a report on daily mobile app usage, revealing that prime-time usage for iOS and Android apps in the U.S. lasts far longer than it does for the internet or television.

In the report, published on the company's blog, Flurry compared the average daily usage of mobile apps, internet, and television, noting how the percentage of each medium's user base fluctuates throughout the day.

The report noted that mobile app usage surpasses television and internet usage at about 6:00AM until roughly 6:30PM -- just before television's prime-time hours -- otherwise known as the "daypart."

Flurry also noted that mobile app usage continues to rise until about 9PM, after which usage declines across all three media.

In its analysis, Flurry said, "Mobile consumers are using apps either instead of, or along-side prime-time television and the internet. In fact, the percent of relative mobile app usage is greater than that of relative internet usage every hour of every day."

Examining the current size of the mobile market in the U.S., Flurry noted that mobile apps reach more than 20 million consumers per hour from 7:00PM to 11:00PM. In contrast, the finale for a typical American Idol season reached 20 million viewers during its premiere, said the firm.

Earlier this year, Flurry reported that iOS and Android are drawing revenues away from dedicated game handhelds like the Nintendo DS and Sony PSP.

The firm later said that the average in-app purchase on iOS and Android platforms is worth $14.

flurry.jpg
(Graph courtesy of Flurry)


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