Have you ever caught yourself using apps on your smartphone when you really didn’t mean to? Or going to check the time and then spending several minutes on Facebook or updating emails?
Well, if this is your reality, don’t worry, you are not alone. Apparently more and more people are spending larger amounts of time in smartphone apps. As a matter of fact, media analytics company comScore reports that, as of July (and for the very first time), consumers are using smartphone apps to access the web more often than they are using other technologies.
In a blog post, comScore wrote: “While the smartphone app has been the most important access vehicle to the internet for some time, growing its share to a point where it now eclipses all other digital media platforms combined speaks to just how central to our lives the smartphone has become.”
Of course, comScore also notes that this high use of smartphone apps when compared against other “media touchpoints” should not really come as a surprise. In fact, the company notes that it is more likely everyone’s first instinct to reach for their phone—which is in their pocket or purse and, thus, close at hand—when inquiring into pop culture or current events, than to find a computer and actually log into the internet.
They also note, “And unless you already happen to be sitting at a computer, a smartphone app is probably your first option when you decide to listen to music, get directions to a destination, check the weather or catch up on email.”
It is just too convenient, comScore goes on to say. Chances are, you have constant and immediate access to your smartphone; and since smartphone screens continue to get larger and network speeds continue to improve, sitting down at a computer for the purpose of reading the news or talking with friends is becoming equally less and less necessary.
Still, comScore advises: “In the near term smartphone apps are likely to grow their share of digital beyond the 50% mark, but desktop and tablets will maintain critical roles in consumers’ online consumption for the foreseeable future. It’s important, however, that publishers and advertisers understand the outsized influence that smartphone apps have and will continue to have, and that they plan their digital strategies with this information in mind.”