88% of time spent on a mobile device is spent on apps

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.