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