When people are on their phones, they spend their times connected to the internet. According to estimates by eMarketer, US adults spend close to four hours a day on mobile internet, with a staggering 88% of this time spent on applications. This data may underestimate the time people spend in embedded smartphone browsers such as browsers with social media applications like Facebook and Twitter. In 2019, a Kargo and Vertigo Analytics study estimated that at least 9% of the total time spent Facebook took place within embedded browsers. The percentage of time spent on applications continues to grow year-over-year.
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