Users spent an average of 70 hours using smartphone apps this past June, according to a report from comScore, a digital analytics company. Users in the 18 to 24 age range spent 90 hours on apps and the study does not account for time spent on mobile web browsers. Half of all that time spent on apps was focused on their single, favorite app and almost 80% of their time on their three favorite apps. Facebook dominated the study, with the Facebook App and the Facebook Messenger app coming in the respective first and third positions of the top 10 mobile apps by unique visitors:

• Facebook
• YouTube
• Facebook Messenger
• Google Search
• Google Play
• Google Maps
• Pandora Radio
• Gmail
• Instagram

Most of the apps included in the top 25 mobile applications can be classified under Utilities (Google Search, Yahoo Stocks, The Weather Channel), Social (Instagram, Twitter, Pinterest) Entertainment (YouTube, Pandora Radio, Netflix) and Retail (Amazon Mobile, eBay, WalMart). Social networking, online radio and gaming accounted for more than half of the total time spent on mobile apps. According to the study, “The strength of the top categories highlights that mobile devices are more heavily used for entertainment and communication than their desktop counterparts.”

Quartz notes that “while attention is an important metric, it’s not the only one that matters. From a revenue perspective, it can be more lucrative for a user to spend 30 seconds in the Uber app, or three minutes in the Amazon app, than 30 minutes on Facebook.” Other findings include metrics regarding apps which are placed on a user’s home screen, which are utilized significantly more often than other apps, indicating the value of mobile real estate. Not surprising, the study also notes that millennials are the heaviest app users by a significant margin.