Mobile Use Continues To Rise; Content Remains Crucial to User Engagement, Yahoo Finds

American consumers spent, on average, 3 hours and 40 minutes per day in Q2 on mobile devices, a 35 percent increase from one year ago and 24 percent increase from Q4 2014, wrote Yahoo Senior Vice President-Publishing Products Simon Khalaf in a blog post Wednesday. Mobile users spend 10 percent of their time in a browser, down from 14 percent a year ago. Ninety percent of users' time is spent in apps, Khalaf said. “This has major implications on the digital industry in general and the content and media industry in particular.” Social, messaging and entertainment apps accounted for 51 percent of time spent on mobile, Khalaf said. Mobile users spend most of their time in social apps consuming news, whether that's reading an article or watching a video, he said. “This is a big trend and one that will be watched very carefully.” An unexpected result found in the analysis of mobile use was that time spent on mobile gaming declined from 52 minutes per day to 33 minutes per day, Khalaf said.