Smartphones Are Peak Time All The Time

Smart device adoption is growing at a faster adoption than any other tech revolution, according to app measurement and advertising platform, Flurry.

Between August 2011 and August 2012, mobile device growth increased at a revolutionary rate, Richard Firminger, managing director at Flurry, said today in his presentation at Mobile Marketing Live.

He remarked: “In one year smartphone and tablet adoption has increased at a bonkers rate of almost double figures year on year, and should hit 1.1bn in August 2013  from 660m this year.

“The penetration of tablets is very exciting,” Firminger added. “The affluent adult addressable market for tablets in the US is at 31 per cent this year, increasing almost three times on the previous year, and the UK is even higher. By end of next year 50 per cent of affluent adults in the UK will have a tablet.”

This drive on the growth of mobile devices is helping push apps, continued Firminger. “We expect app usage to continue to grow; 81.5 per cent of the time spent on smartphones is spent inside apps. For instance, Facebook had 543m mobile users in July 2012, against 325m in July 2011, putting mobile now at 57 per cent of Facebook’s active users.”

He added: “We’re almost getting to a point where we can say smartphones are peak time all the time, being used throughout the day and in the evening.”

Firminger concluded that mobile devices are crucial to today’s marketing plans, with 91 per cent of people keeping  smartphones within arms reach, and 84 per cent of mobile device users spending 90 minutes a day on a tablet or smartphone while in front of the TV.