Today comScore announced the U.S. launch of Mobile MetrixÂ® 2.0, its next generation mobile behavioral measurement service.
Among the key insights shared in this inaugural study was a look at the share of time spent on smartphones between mobile browser and app access. Interestingly, even though mobile browser and app access methods had similar U.S. audience sizes, apps drove the lionâ€™s share of overall engagement, representing 4 in every 5 mobile media minutes in March 2012.
A look at the top smartphone properties found mobile browsing and apps playing different roles in how consumers connected. On Facebook, the top ranked mobile media property by engagement, 80 percent of time spent was represented by app usage compared to 20 percent via browser. Twitter saw an even higher percentage of time spent with apps at 96.5 percent of all minutes. In contrast, Microsoft Sites was among brands that saw browser access driving a majority of usage at 82.1 percent.
To view the full report, please visit: comScore Introduces Mobile Metrix 2.0