People are visiting their apps more frequently but those visits are getting shorter.
That’s the conclusion a new study from Localytics came to after surveying the activity across 500 news apps on 100 million iOS, Android and Windows smartphone from July 2012 to July 2013.
Specifically, Localytics found users spent 26 percent less time in apps but opened the apps 39 percent more often, averaging 25 times monthly, up from 18 times monthly one year ago.
Social media apps accounted for the high mark in the study, with Localytics seeing users opening them on average 45 times per month. As for app session length, it did see growth in terms of mobile games, up to 8.7 minutes per session from 4.9 minutes a year ago.
According to Canalys’ App Interrogator research, app downloads in the first quarter shot up to more than 13.4 billion, representing an 11 percent quarterly increase. So plenty of apps for interacting with are out there for consumers but with so many free and offering bite-size bits of information, it makes for very low commitment on the part of the consumer and probably leads to less in-depth interaction.