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Most Mobile Users Download Zero Apps Each Month

App usage grew 52 percent in 2013, but most people stuck with what they knew and didn't download many new apps.

By Stephanie Mlot
August 22, 2014
apple android

Internet users of a certain age can remember being tethered to a desktop computer to play games, write emails, or surf MySpace. But all that's changed since the proliferation of smartphones and tablets.

Today, most of our time spent with digital media occurs on mobile apps—whether you're lounging on the couch at home, on the daily commute, or at the bar with friends.

Mobile app usage saw an especially impressive 52 percent surge since last year, according to comScore's U.S. Mobile App Report. In fact, about 7 of every 8 minutes of media consumption on mobile devices is spent via apps.

"While the meteoric growth of apps transpired quickly, this shouldn't come as too much of a surprise," comScore said. "After all, apps are the fuel that is driving mobile's growth and where most of the devices' utility comes from," whether you're hailing a cab, checking the weather, posting a Facebook status, streaming music, or watching videos.

Equally unsurprising is the fact that Americans have difficulty leaving their mobile devices behind. More than half (57 percent) of smartphone users accessed apps every day of the month; 26 percent of tablet users followed suit.

Still, more than 65 percent of users downloaded zero apps per month, according to comScore. The other 34 percent typically pick out just one or two each month. Only a fraction of folks download more than four apps in 30 days.

Usage by platform, meanwhile, varies between iOS and Android owners. Android ranks highest, with 83.8 million U.S. smartphone subscribers—about 16.4 million more than Apple.

Mobile app versus browser splits

But iOS users skew younger and more wealthy than Androiders: More than 40 percent of iPhone users are between 18 and 34 years old and boast a median income of $85,000—more than Android owners' average $61,000.

No matter which side of the mobile operating system debate you stand, there's one thing we can all agree on: Facebook. According to comScore, the social network blew all other apps out of the water, counting more than 115.4 million unique visitors in June. Runner-up YouTube was at 83.4 million.

YouTube owner Google ruled the top five with its Play and Search apps garnering between 70 and 72 million, while Pandora rounded out the list with a solid 69 million. Also popular: Google Maps, Gmail, Instagram, Apple Maps, and Yahoo Stocks.

Facebook appears to know no age boundaries, either. In all categories—18 to 24, 25 to 34, 35 to 54, and 55+—the app accounted for 15 to 19 percent of users' time; seniors have even caught on to Facebook Messenger. Pandora, meanwhile, came in second place in the 18 to 54 divisions.

But, no matter how many eyeballs you've got engaging with your mobile apps, comScore reported that most services have not yet attracted the advertising dollars their audiences warrant.

Top 25 mobile apps June 2014

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About Stephanie Mlot

Contributor

Stephanie Mlot

B.A. in Journalism & Public Relations with minor in Communications Media from Indiana University of Pennsylvania (IUP)

Reporter at The Frederick News-Post (2008-2012)

Reporter for PCMag and Geek.com (RIP) (2012-present)

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