For those who think Americans are obsessively connected to their mobile devices — half of us now accessing them while we watch TV — new data indicates Israel and a handful of other countries have us beat. At least when it comes to apps. Though the average number of apps per user in the U.S. is at an all-time high of 41, according to Velti’s newest State of Mobile Advertising report, released today, Americans are far from world leaders in daily app engagement.
Using its Mobclix Exchange platform to sift through data derived from more than 33,500 apps and 45 demand sources, Velti found that both Israelis (80 minutes) and Swedes (76 minutes) interface with their smartphone apps twice as much as their American counterparts (38 minutes) each day. Because Israel boasts a mobile penetration rate of 133 percent and a smartphone penetration rate of 78 percent, it makes sense that their per-day average would be extremely high compared to the U.S., whose mobile and smartphone penetrations are significantly lower at 88 percent and 55 percent, respectively. Mobile has clearly caught on faster and more furiously, on the whole, in countries like Israel, Sweden and Singapore. But why? Are Americans choosing mobile browsers over apps? Are Israelis, Swedes and Singaporeans watching less TV, therefore leaving them more time for app surfing? Do more restrictive U.S. mobile plans play a role?
Whatever the reason(s), the fact that the average American downloads 41 apps only to spend 38 minutes per day with them proves we’re still very good at one thing: impulse buying.
(Image via Velti)
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