People now spend more time in TikTok than they do in Facebook, while the average American now spends more time on their mobile device than they watch TV.
That’s according to the latest State of Mobile report from mobile app information group App Annie, which provides an overview of key mobile app trends and trends over the past year.
The data is based on Annie App’s data analysis, which is less reliable than official data posted by the companies themselves. But it is demonstrable enough to provide an overview of comparative market performance.
You can download the full 54-page Annie State of Mobile App report here, but here’s a look at some of the key notes and trends.
First, as you would expect, the average hours spent per day on mobile devices increased significantly in 2020, across all areas measured.
That makes sense. COVID-19 lock-in and discount efforts included people looking for other forms of entertainment, and many looked to their mobile device to stay connected, informed and to find some of the extra leisure time on their own.
But importantly, App Annie notes that the time spent on mobile devices is now higher than the time spent watching TV, on average.
“The average American watched 3.7 hours of live TV per day, but spent 4.0 hours on their mobile device in H2 2020. “
That, too, is not a big surprise, as trends have been following like this for some time. But in terms of marketing approach, it’s worth noting that TV isn’t the main source of entertainment, with mobile enabling more time and usage.
Regarding social media apps in particular, Annie’s App data once again confirms TikTok’s phenomenal growth.
According to the report, people spent more time using TikTok than they did on Facebook in 2020.
Facebook, the company, still takes control of the overall user lists, with Instagram, Messenger and WhatsApp making up the rest of the top five most used apps, in terms of time was spent. But TikTok’s growth is undeniable.
According to the report:
“The average monthly TikTok time per user grew faster than almost every other app surveyed, including 70% in the US and 80% in the UK – going over Facebook. TikTok is on track to hit 1.2 billion active users in 2021. “
With market dominance on Facebook, the rise of TikTok is particularly impressive. Eventually Facebook was able to stop the growth of Snapchat (by repeating Stories), and it has stopped several other competitors in the area. But TikTok has continued to go from strength to strength – despite bans, legal challenges, investigations, and so on.
That meteoric growth is the main reason why both Facebook and Google (via YouTube) are working to reproduce the main activity of the app as best they can, however they can, in terms of -in their own apps.
Annie’s App report also looks at the rise in streaming, with video usage also seeing a big jump in 2020.
The data shows that 40% more hours were flown on mobile devices during the year, compared to 201. Which, again, makes sense, with the global locks – but that increased consumption could lead to new normal trends, and a changing focus of ad dollars in the coming years.
YouTube was the top video platform, with 6x higher time spent per user than its nearest video competitor, in Netflix.
Of course, that’s not a direct comparison, with the sheer breadth of YouTube usage outside of just video streaming. But still, the numbers confirm YouTube’s dominance in the video space, and as the platform continues to expand the slate of movies and on-demand content, it will further strengthen the grip of attention. audience in place.
App Annie also notes the rise in e-Commerce, which has the potential to be a transformational trend for consumption practices.
As various analysts have noted, the pandemic has accelerated the growth of e-Commerce over the years, leading to what was expected to be a more gradual shift in consumption practices. That will have a big impact on retailers, because now that people are more accustomed to buying online, not many will go back to their pre – COVID habits, even when they can.
And that could be especially beneficial for Instagram and Pinterest, according to App Annie data.
As you can see here, global downloads of Instagram and Pinterest worldwide grew “50% and 20% YoY, respectively”. They both have a unique opportunity to enter the e-Commerce movement – which also represents a new ability for marketers to connect with those audiences that are growing, engaged and ready for purchase.
In terms of the overall use of a social app, it is clear that Facebook still has control:
But again, the strength of TikTok is important, while Snapchat remains a key tool for connecting younger audiences.
In fact, Annie’s App data shows:
“In the US and the UK, Gen Z had the highest affiliation for Snapchat and Twitch, respectively.”
It may not be the cool new baby on the block anymore, and it may not have the full usage numbers of its Facebook apps. But Snapchat remains a key link for younger audiences, while Twitch has continued to grow with the steady rise of games.
Annie’s full App report contains a lot more data, including industry-specific app analysis and insights, providing a range of valuable and informative indicators for your 2021 strategy.
You can download the full Annie State of Mobile 2021 App report here.