Native apps dominate mobile usage
New report from mobile analytics firm Flurry says average mobile usage rose in 2013-14, with native apps accounting for vast majority of time
 
Average daily mobile usage rose by 2.5% over the course of the past year to 2 hours and 42 minutes, according to a new report issued by mobile analytics firm Flurry.
This duration, which was measured across the 12 months ended 31 March, is a modest increase on the time of 2 hours and 38 minutes recorded the previous year, however what that time is spent doing has shifted more dramatically.
Native applications have continued to eat into the total mobile usage time and are now responsible for 86% of time spent on mobile, with mobile web products responsible for just 14%.
The biggest proportion of that time, 32%, Â is spent on gaming applications, with social media responsible for the second largest amount with 24% of total usage.
Facebookâs share of mobile time has diminished year-on-year however, falling from 18% in 2013 to 17%, despite the inclusion of Instagram data, which Facebook acquired in April 2012.
This loss of share has been attributed not to Facebookâs main competitor Google, but to new and emerging franchises such as Snapchat, Pinterest and Facebookâs most recent acquisition WhatsApp.
âDespite massive efforts by Google and Facebook, the market hasnât consolidated and over the past couple of years, we have seen new franchises emerge in almost every sector of mobile,â Simon Shalaf, CEO at Flurry, said.
Facebook also attracted 18% of the total ad spend during the period, according to additional data from eMarketer, compared to 49% spend at Google, which had just 18% of the total mobile traffic in the period.