News / Science & Technology

When It Comes to Apps, Consumers Have Shorter Attention Spans

Google apps are shown on an Apple iphone 5 in this photo illustration in Encinitas, California, April 16, 2013.
Google apps are shown on an Apple iphone 5 in this photo illustration in Encinitas, California, April 16, 2013.
Reuters
Consumers are using apps for shorter bursts of time and opting to “snack” on content more frequently, according to newly released data.

A record 70 billion smartphone and tablet apps are expected to be downloaded globally this year, according to market research firm ABI Research. But consumers' attention spans for apps are dropping.

“People are spending overall a fairly decent amount of time in the app, but it's small intervals of time repeated more frequently,” said Raj Aggarwal, chief executive of Boston-based web analytics company Localytics, which conducted the study.

The study looked at how consumers used over 500 news apps across 100 million iPhone, Android and Windows smartphones between July 2012 and July 2013.

It found that consumers spent on average 26 percent less time interacting with the apps during each session, but that they opened the apps 39 percent more often, for an average 25 times a month, up sharply from 18 times the previous year.

“The whole goal of mobile is to get people the information they need as quickly as possible,” said Aggarwal, who said shorter, more frequent sessions with apps were a sign of their increasing integration into consumers' daily lives.

“They're more engaged with the device, and not just using it as a way to kill time,” he said.

Apps are also leveraging context - such as a user's location, or the current weather in their area - to pull users back into the app more frequently with information that is relevant to where they are and what they are doing.

“The weather apps might proactively message people and say, 'Hey, there's a storm coming' or 'Today's going to be really hot day' as a way to bringing people back in,” Aggarwal explained.

He said consumers were similarly using social media apps for shorter bursts of time but much more frequently.

“Social networking apps have continued to grow rapidly in terms of the total amount of time people spend with them, but the average session is actually pretty small. But when you look at the amount of time people open these apps over the course of a month it's huge,” he added.

“It's close to 45 times a month, so people are coming back to them multiple times per day.”

Accordingly, apps are limiting content that people can post, to keep it brief and palatable for consumers.

Vine, for iPhone and Android, allows users to share videos as long as they are shorter than six seconds. And in June, Instagram updated their app to allow users to share videos, but only if they are shorter than 15 seconds.

The one area where average session length grew longer was games. According to the data, games captured consumer attention for 78 percent more time, increasing to 8.7 minutes per session in 2013 from 4.9 minutes for each one the previous year.

You May Like

N. Korea Sentences American to 6 Years Hard Labor

Matthew Miller's brief trial Sunday comes two weeks after 24-year old Miller and two other American detainees appealed to the US government to help free them More

Pakistan Rejects Afghan Criticism of 480-kilometer Border Trench

Military spokesman tells VOA the project is part of administrative and security measures taken to secure the mountainous border with Afghanistan More

Photogallery Typhoon Kalmaegi Makes Landfall in Philippines

Storm makes landfall late Sunday, cutting power and communications lines and forcing people to flee to higher ground More

This forum has been closed.
Comments
     
There are no comments in this forum. Be first and add one

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
Scotland Independence Bid Stokes Global Interesti
X
Henry Ridgwell
September 12, 2014 8:35 PM
The people of Scotland are preparing to vote on whether to become independent and break away from the rest of Britain, in a referendum being watched carefully in many other countries. Some see it as a risky experiment; while others hope a successful vote for independence might energize their own separatist demands. Foreign immigrants to Scotland have a front row seat for the vote. VOA’s Henry Ridgwell spoke to some of them in Edinburgh.
Video

Video Scotland Independence Bid Stokes Global Interest

The people of Scotland are preparing to vote on whether to become independent and break away from the rest of Britain, in a referendum being watched carefully in many other countries. Some see it as a risky experiment; while others hope a successful vote for independence might energize their own separatist demands. Foreign immigrants to Scotland have a front row seat for the vote. VOA’s Henry Ridgwell spoke to some of them in Edinburgh.
Video

Video Washington DC Mural Artists Help Beautify City

Like many cities, Washington has a graffiti problem. Buildings and homes, especially in low-income neighborhoods, are often targets of illegal artwork. But as we hear from VOA’s Julie Taboh, officials in the nation's capital have come up with an innovative program that uses the talents of local artists to beautify the city.
Video

Video Palestinians Turn to Rebuilding Gaza

After almost two months of conflict in Gaza, Palestinians are preparing to rebuild the isolated Mediterranean enclave with assistance from abroad. Meanwhile, an international human rights group has found that Israel likely violated international laws of war during some of its attacks on Gaza. Zlatica Hoke has more.
Video

Video US Muslim Leaders Condemn Islamic State

Leaders of America's Muslim community are condemning the violent extremism of the Islamic State group in Iraq and Syria. The U.S. Muslim leaders say militants are exploiting their faith in a failed effort to justify violent extremism. VOA correspondent Meredith Buel reports.
Video

Video Middle Eastern Church Leaders Highlight Christians’ Plight

Patriarchs of Eastern Rite churches came to Washington this week to draw attention to the attacks against Christians in Syria, Iraq and elsewhere in the Middle East. VOA’s religion correspondent Jerome Socolovsky has more.
Video

Video Americans' Reaction Mixed on Obama Strategy for Islamic State Militants

President Barack Obama’s televised speech on how the United States plans to “degrade and destroy” the group known as the Islamic State reached a prime-time audience of millions. And it came as Americans appear more willing to embrace a bolder, tougher approach to foreign policy. VOA producer Katherine Gypson and reporter Jeff Seldin have this report from Washington.
Video

Video Authorities Allege LA Fashion Industry-Cartel Ties

U.S. officials say they have broken up crime rings that funneled tens of millions of dollars from Mexican drug cartels through fashion businesses in Los Angeles. Mike O'Sullivan reports that authorities announced nine arrests, as 1,000 law enforcement agents fanned out through the city on Wednesday.
Video

Video Bedouin Woman Runs Successful Business in Palestinian City

A Bedouin woman is breaking social taboos by running a successful vacation resort in the Palestinian town of Jericho. Bedouins are a sub-group of Arabs known for their semi-nomadic lifestyle. Zlatica Hoke says the resort in the West Bank's Jordan Valley is a model of success for women in the region.


Carnage and mayhem are part of daily life in northern Nigeria, the result of a terror campaign by the Islamist group Boko Haram. Fears are growing that Nigeria’s government may not know how to counter it, and may be making things worse. More

AppleAndroid