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Smartphone apps account for half of all time spent with digital media, according to comScore's Mobile apps report, and two companies own the overwhelming majority of the most-trafficked apps: Google and Facebook.

Expand chart
Data: comScore; Chart: Chris Canipe

Overall, when it comes to time spent on mobile, 87% of mobile time spent is on apps vs. only 13% on mobile web, even though mobile web often receives higher traffic.

Why it matters: Smartphone users spend 96% of their app time within their Top 10 most used apps and Smartphone users spend half their time on their #1 most used app, according to comScore. Google and Facebook own the overwhelming majority of traffic to these apps and are the #1 app for every age group.

  • Younger users love apps: Users ages 18-24 spend a whopping 66% of their total media time in mobile apps, or 3.2 hours per day on mobile apps. Younger users are more likely to place YouTube as the top app, instead of Facebook and are much more likely to rank Snapchat as a top app.
  • Facebook's app dominance: When it comes to desktop and video traffic, Google is king. But on mobile, Facebook is the clear winner. Facebook maintains its position as the #1 app in monthly users, with 81% penetration among mobile app users. Nearly half (46%) of smartphone users have Facebook on their home screen.

Top apps by category and population penetration in the U.S.:

  • Social: Facebook, 93%
  • News: Apple News, 77%
  • Retail: Amazon, 75%
  • Gaming: Words with Friends, 67%
  • Travel: Uber, 27%
  • Sports: ESPN, 23%
  • Dating: Tinder, 11%

Follow the money: in-app advertising has become the one of the fastest-growing mobile ad mediums, with revenue set to surpass $53 billion by 2020. App Annie estimates that by 2020, gross revenue across all app stores will exceed $101 billion globally.

Go deeper

28 mins ago - World

Biden huddles with European allies on Ukraine ahead of Putin call

Putin in the Kremlin. Photo: Grigory Sysoyev/Sputnik via Getty

President Biden will seek to convince Russia's Vladimir Putin in a phone call Tuesday that the price of invading Ukraine would be steeper than anything he's faced in the past.

Driving the news: Biden held a call on Ukraine this evening with the leaders of France, Germany, Italy and the U.K., while Secretary of State Tony Blinken called Ukrainian President Volodymyr Zelensky to offer America's "unwavering support."

Justice Department closes Emmett Till murder probe

A faded photograph is attached to the headstone that marks the gravesite of Emmett Till in Burr Oak Cemetery in Chicago. Photo: Scott Olson via Getty Images

The family of Emmett Till announced Monday that the Department of Justice has formally closed its second investigation into the 1955 murder of Emmett Till.

Why it matters: The DOJ reopened the probe in 2018 after the white woman at the center of the case reportedly recanted her allegation that Till, a Black 14-year-old, sexually harassed her prior to his murder.

GOP Rep. Devin Nunes to retire, will be CEO of Trump media org

Rep. Devin Nunes. Photo: Dylan Hollingsworth/Bloomberg via Getty Images

Rep. Devin Nunes (R-Calif.), who serves as the top Republican on the House Intelligence Committee, will retire at the end of the year and become CEO of Trump's new media organization.

Why it matters: Nunes, once considered a moderate member of the party, became one of the fiercest defenders of former President Donald Trump throughout both of Trump's impeachments and the Intel committee's Russia investigation.