Consumers are downloading and using fewer apps, but they’re spending more time in their apps than ever before, according to a new study from app analytics firm App Annie.
The time spent by U.S. consumers in the top five shopping apps from e-commerce companies—Amazon, Amazon Shopping, Wish, Etsy, and Zulily—grew 44 percent in the first half of 2017, compared with the first half of 2016.
Time spent in apps from the top brick-and-mortar retailers—Walmart, Target, Kohls, Home Depot, and Kroger—grew 29 percent in the same period. Total time spent cruising apps of all stripes grew roughly 17 percent from the same period last year.
U.S. consumers spend far more time in the top five e-commerce-retailer apps than they do in the top five apps from brick-and-mortar retailers—14.2 billion minutes compared to 2.5 billion minutes so far this year.
And it comes as no surprise that consumers use established, brick-and-mortar retailers’ apps more when they’re shopping in store than e-commerce-first apps, which they tend to surf more from their home or when out and about.
Lastly, competition for eyeballs on mobile devices is fiercer than ever. According to the study, U.S. consumers only use two to four shopping apps per month.