Users are spending more and more time on apps they download to their smartphones. In fact, according to data.ai, a unified data platform that gathers consumer data and market estimates, formerly known as App Annie, in 2021, 7 out of 10 minutes were spent on social media or photo and video apps.
Looking at the last quarter of 2021 in particular, you can see that users around the world spent close to 950 billion hours on their Android smartphones. Of this number, 650 billion hours were spent on social networks, communication apps, as well as photography and videos.
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According to the State of Mobile 2022 report, the figure represents a 50% increase compared to the last three months of 2018, when users spent about 435 billion hours on apps of this genre.
The dominance of social networks is driven by the popularization of applications that place photos and videos at the center of the user experience. Compared to the last quarter of 2018, time spent on social apps over the same period in 2021 increased by 35%, “jumping” from 306 billion hours to 412 billion.
In the same period, time spent on photo and video applications grew by 90%, from 129 billion hours to 244 billion. It is in this context that TikTok stands out. Excluding Douyin, the Chinese version of TikTok, the report indicates that a typical user now spends 19.6 hours a month on the app: an amount equivalent to the time spent on Facebook and much higher than on WhatsApp and Instagram.
Experts indicate that another of the issues that has a great influence on the social apps segment is the transition from video sharing to live video streaming.
In 2021, time spent in the Top 25 video streaming apps has seen a 40% growth. The trend was accompanied by a similar growth in spending by consumers to support their preferred streamers.
Data from the report indicates that total consumer spending grew by 57%, from US$2.4 billion in 2020 to US$3.8 billion in 2021. Experts emphasize that the streaming world is creating a new economy, bringing more opportunities for live purchases and opening the door to direct compensation from content creators.
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