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US Android Users Most Engaged During Evening with 39 percent Share of Daily Activity
Posted: 10-Jul-2014 [Source: Strategy Analytics]

[Android users are night-owls according to this study.]

Boston -- According to Strategy Analytics' AppOptix platform, US Android smartphone users spent the bulk of their on-device use between 5 pm and midnight. The total time spent between this period amounts to 39% of the daily activity.

The analysis is based on over one million individual application sessions on more than 1500 Android smartphone users in the US during the first half of the year. The results are powered by Strategy Analytics' state-of- the-art Consumer Telemetry Platform by leveraging three core components – a best-in-class telemetry application, an opt-in panel, and big data analytics framework to support rich analysis.

Proportion of App Use by Time of Day In terms of overall use, early morning (midnight through8 am) accounts for 17%, day-time session (8-12 pm) accounts for 18%, afternoon session (12-5 pm) accounts for 26%, and evening (5 pm- midnight) session captures 39% of the daily on-device activity.

Bonny Joy, Chief, Consumer Telemetry Platforms, said: "While a majority of the categories see their highest engagement in the evening session, peak use varies across categories. News, Weather and Sports related apps demonstrate higher engagement during early morning session; Communication category leads usage during the afternoon session, while Social and Games categories see peak engagement in the evening. "

Barry Gilbert, Vice President, said: "Not all categories perform at the same level throughout the day. Publishers and content providers should pay particular attention in driving content and features that are relevant across category sweet-spots.

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