Mobile analytics provider Flurry reported previously that people are spending huge amounts of time with mobile apps, more time than with the mobile browser and more time than on the PC. This may seem to some implausible, but comScore adds further credibility to the findings with its first “Mobile Metrix 2.0″ report.
The data show that “4 in every 5 mobile media minutes” is spent with apps (vs. the mobile browser). Previously comScore had been reporting that apps and the mobile browser have roughly equal audiences. That’s still true but the company now confirms that people spend far more time with apps.
Google has the greatest mobile reach of any company. But Facebook is the mobile site/app that captures the highest engagement (time spent). On Facebook the breakdown is 80-20: “80 percent of time spent was represented by app usage compared to 20 percent via browser,” reports comScore.