Not Your Imagination: People Do Different Things on Their Mobiles

The way U.S. consumers spend their Internet time on their mobile phones is different from the way they spend their time when interacting with Internet applications and services on their PCs, the Nielsen Company has found.

If total Internet use were one hour, the top PC apps would be social networking and blogs, at 13 minutes, 36 seconds of use. Games would occupy six minutes, six seconds. Email tasks would consume five minutes. Use of portals would come in at two minutes, 35 seconds. Search would occupy two minutes, six seconds.

On a mobile device, applications usage patterns are very different. Email activities account for 25 minutes, while seven minutes are consumed interacting with portals. Social networking and blogs would occupy six miinutes, 18 seconds, while search would occupy four minutes.

The Nielsen survey also found a28 percent rise in the prevalence of social networking behavior on the part of mobile Internet users, but the dominance of email activity on mobile devices also was highly pronounced, with an increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.

Portals remain as the second heaviest activity on mobile Internet (11.6 percent share of time), despite their double digit decline and social networking’s rise to account for 10.5 percent share means the gap is much smaller than a year ago (14.3 percent vs. 8.3 percent).

Other mobile Internet activities seeing significant growth include music, video and movies, both seeing 20 percent plus increases in share of activity year over year. As these destinations gain share, it’s at the cost of other content consumption. News, current events and sports destinations saw more than a 20 percent drop in share of U.S. mobile Internet time.

There seems to be a clear lesson here. People do not have unlimited money or time to spend with applications. So as applications proliferate, users will have to make choices about how they use their time. A day, after all, is a zero-sum game. People might be able to multitask up to a point, but only up to a point. Even if users had unlimited funds, they would not have unlimited time to spend on mobile applications.

“Despite the almost unlimited nature of what you can do on the web, 40 percent of U.S. online time is spent on just three activities, social networking, playing games and emailing leaving a whole lot of other sectors fighting for a declining share of the online pie,” said Nielsen analyst Dave Martin.

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