Mobile Web, Native App Use Increases at Night

It’s none-too-shocking news, but well worth noting: a new study of over 10,000 smartphone users has indicated that mobile Web and mobile application usage increases during the evening and nighttime hours. Meanwhile, more traditional types of communications attract increased attention during the day.

The data comes from mobile analytics firm Zokem, which found that voice and messaging dominate in the day time, but apps, and to a lesser extent, mobile Web browsing really take off after the workday is over.

The results of the study, seen here in the charts below, show the usage patterns among smartphone owners during a typical working day.

Voice drops quicker than messaging, says Zokem, because it’s a more business-oriented service. (So true! No one actually calls each other anymore, do they?)

While this data may just serve to reconfirm suspicions you already had, it’s important information for mobile advertisers, as it indicates the most important, and therefore, the most lucrative, times of day to target ads.

For what it’s worth, the data represented here comes from a fairly good-sized dataset: over 10,000 smartphone users, including 6.5 million distinct smartphone application usage sessions in 16 countries during 2009 and 2010.

Facebook Comments