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

    Former US Envoys Urge Obama to Delay Troop Cuts in Afghanistan

    Keeping troop levels up during conflict with both Taliban and Islamic State is necessary to support Kabul government, they say

    First Lady to Visit Africa to Promote Girls' Education

    Michele Obama will be joined by daughters and actresses Meryl Streep and Freida Pinto

    Video NYSE Analyst: Brexit Will Continue to Place Pressure on Markets

    Despite orderly pricing and execution strategy at the New York Stock Exchange, analyst explains added pressure on world financial markets is likely

    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.
    Brexit Vote Plunges Global Markets Into Unchartered Territoryi
    X
    June 24, 2016 9:38 PM
    British voters plunged global markets into unknown territory after they voted Thursday to leave the European Union. The results of the Brexit vote, the term coined to describe the referendum, caught many off guard. Analysts say the resulting volatility could last for weeks, perhaps longer. Mil Arcega reports.
    Video

    Video Brexit Vote Plunges Global Markets Into Unchartered Territory

    British voters plunged global markets into unknown territory after they voted Thursday to leave the European Union. The results of the Brexit vote, the term coined to describe the referendum, caught many off guard. Analysts say the resulting volatility could last for weeks, perhaps longer. Mil Arcega reports.
    Video

    Video Orlando Shooting Changes Debate on Gun Control

    It’s been nearly two weeks since the largest mass shooting ever in the United States. Despite public calls for tighter gun control laws, Congress is at an impasse. Democratic lawmakers resorted to a 1960s civil rights tactic to portray their frustration. VOA’s Carolyn Presutti explains how the Orlando, Florida shooting is changing the debate.
    Video

    Video Tunisian Fishing Town Searches for Jobs, Local Development Solutions

    As the European Union tries to come to grips with its migrant crisis, some newcomers are leaving voluntarily. But those returning to their home countries face an uncertain future.  Five years after Tunisia's revolution, the tiny North African country is struggling with unrest, soaring unemployment and plummeting growth. From the southern Tunisian fishing town of Zarzis, Lisa Bryant takes a look for VOA at a search for local solutions.
    Video

    Video 'American Troops' in Russia Despite Tensions

    Historic battle re-enactment is a niche hobby with a fair number of adherents in Russia where past military victories are played-up by the Kremlin as a show of national strength. But, one group of World War II re-enactors in Moscow has the rare distinction of choosing to play western ally troops. VOA's Daniel Schearf explains.
    Video

    Video Experts: Very Few Killed in US Gun Violence Are Victims of Mass Shootings

    The deadly shooting at a Florida nightclub has reignited the debate in the U.S. over gun control. Although Congress doesn't provide government health agencies funds to study gun violence, public health experts say private research has helped them learn some things about the issue. VOA's Carol Pearson reports.
    Video

    Video Trump Unleashes Broadside Against Clinton to Try to Ease GOP Doubts

    Recent public opinion polls show Republican Donald Trump slipping behind Democrat Hillary Clinton in the presidential election matchup for November. Trump trails her both in fundraising and campaign organization, but he's intensifying his attacks on the former secretary of state. VOA National Correspondent Jim Malone reports.
    Video

    Video Muslim American Mayor Calls for Tolerance

    Syrian-born Mohamed Khairullah describes himself as "an American mayor who happens to be Muslim." As the three-term mayor of Prospect Park, New Jersey, he believes his town of 6,000 is an example of how ethnicity and religious beliefs should not determine a community's leadership. Ramon Taylor has this report from Prospect Park.
    Video

    Video Internal Rifts Over Syria Policy Could Be Headache for Next US President

    With the Obama administration showing little outward enthusiasm for adopting a more robust Syria policy, there is a strong likelihood that the internal discontent expressed by State Department employees will roll over to the next administration. VOA State Department correspondent Pam Dockins reports.
    Video

    Video Senegal to Park Colorful ‘Cars Rapide’ Permanently

    Brightly painted cars rapide are a hallmark of Dakar, offering residents a cheap way to get around the capital city since 1976. But the privately owned minibuses are scheduled to be parked for good in late 2018, as Ricci Shryock reports for VOA.
    Video

    Video Florida Gets $1 Million in Emergency Government Funding for Orlando

    The U.S. government has granted $1 million in emergency funding to the state of Florida to cover the costs linked to the June 12 massacre in Orlando. U.S. Attorney General Loretta Lynch announced the grant Tuesday in Orlando, where she met with survivors of the shooting attack that killed 49 people. Zlatica Hoke reports.
    Video

    Video How to Print Impossible Shapes with Metal

    3-D printing with metals is rapidly becoming more advanced. As printers become more affordable, the industry is partnering with universities to refine processes for manufacturing previously impossible things. A new 3-D printing lab aims to bring the new technology closer to everyday use. VOA's George Putic reports.
    Video

    Video Big Somali Community in Minnesota Observes Muslim Religious Feast

    Ramadan is widely observed in the north central US state of Minnesota, which a large Muslim community calls home. VOA Somali service reporter Mohmud Masadde files this report from Minneapolis, the state's biggest city.

    Special Report

    Adrift The Invisible African Diaspora