The app activity of different user ‘personas’ varies significantly, according to research by app analytics firm Flurry.
Flurry analysed nearly 98,000 iOS and Android devices and categorised users as ‘entertainment enthusiasts’, ‘business travellers’, ‘health and fitness enthusiasts’ and ‘moms’.
Entertainment enthusiasts using Android devices spent 34 per cent of their app time in games, 32 per cent using entertainment apps and 16 per cent on social networking apps.
iOS users in this category spent significantly more of their time (50 per cent) in entertainment apps, and slightly more in games (38 per cent), but less on social networking (9 per cent).
In general, entertainment enthusiasts over-indexed on photography apps, compared to other personas in the Flurry research.
Mothers were found to spend a much larger proportion of their app time in games, with iOS users in the user segment spending 69 per cent of their time playing games. Mothers using Android devices spent 48 per cent of their time using apps in mobile games.
Android users in this category spent much more time social networking (21 per cent) than those using iOS (7 per cent). In addition, ‘moms’ over-indexed in time spent in education and shopping apps.
Perhaps unsurprisingly, business travellers spent much of their time using mobile gaming apps — 40 per cent for Android and 46 per cent for iOS — as they while away the time in various airports. They also spent a significant proportion of time in travel-related apps: 7 per cent for Android users and 3 per cent for iOS.
Android users in this category spent 26 per cent of time social networking compared to 15 per cent for iOS.
The health and fitness personas on Android spent 14 per cent of their time in health/fitness/medical apps, compared to 11 per cent for iOS. Social networking was also strongly represented, with 22 per cent of app time spent on Android and 18 per cent for iOS.
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