The Flurry company, specialized in the development of software that allows analyzing the way we use our iDevices, has launched recently an interesting study related to Americans who own iDevices. According to Flurry, the usage rate of iDevices on a typical day peaks around 9pm, when everyone goes home to relax. If you look at the graph above, you will realize that the usage rate increases gradually starting at 7 in the morning, and by 9 in the evening it reaches an almost triple value, which is perfectly normal considering the time we are talking about.
App usage steadily increases over the course of the day and ultimately peaks in the evening (unlike TV which remains low then has a dramatic jump in the evening.) This is a big change of perspective for media planners who have been used to weighting their budgets towards evening TV. In an app-centric world, that spend could effectively be spread throughout the day given consumers are reaching for their devices consistently throughout their waking hours.
Regarding the way of use for young people between the ages of 25 and 34, most of them use applications for Sport, health and fitness, at a very short distance there are applications for music or entertainment, those for lifestyle and shopping occupying the third position. Interestingly, games occupy the penultimate position, right before applications for current information or magazines, a sign that game developers still have a very large market that they are not "attacking". The study was done on over 15.000 Americans and should be quite relevant.
