A comScore survey of adults (18+) revealed that over the past three years, digital media time has grown by 53 percent. This increase can be attributed to the popularity of mobile apps, and to a lesser extent, mobile web. Mobile apps, by themselves, have accounted for approximately 80 percent of the growth in digital media engagement. Apps are now becoming the primary vehicle by which people access the internet. In fact, apps account for nearly half of all digital media time and 3 out of every 4 minutes on mobile technology. Time spent on mobile apps continue to outnumber time spent on mobile web by a 7:1 margin.
All generations of the population are using smartphone apps more than in the previous year. However, the amount of usage declines with age, with Millennials spending the most amount of time on the smartphone apps. However, interestingly, individuals aged 55-64 had the greatest year-over-year increase with a growth of 37 percent.
In contrast, tablet usage has decreased across all age groups. The largest decrease (35 percent) was among 35-44 year-olds. The youngest and oldest segments of the population are the most engaged tablet users. Younger users (18-24 year olds) are more likely to use tablet apps for games, entertainment, and school activities. Older users (55-64 year olds), on the other hand, are more likely to use tablets for news and reading.