The ‘State of Mobile 2023’ report by data.ai (formerly AppAnnie) released on Wednesday shows that Indians spent 4.9 hours a day on their smartphones last year, making India the country with the highest average hours spent on mobile per user per day. became the eighth country. Most of the time Indians spend on smartphones is on social media and video sharing apps.
The global time spent per user on a smartphone was 5 hours, while in some markets such as Indonesia it was as high as 5.8 hours.
In terms of total time spent on smartphones, Indians clocked a total of 0.75 trillion hours while China recorded 1.1 trillion hours. The report also found that the total number of annual app downloads in India is set to reach a new high of 29 billion in 2022, making it the second largest market after China, which had over 111 billion annual downloads. The US was the third largest app downloader, with a total of 12 billion downloads.
Although downloads and time spent on smartphones increased, global consumer spending on app stores fell 2% to $167 billion, according to the report. There has also been a decrease in the expenditure on sports.
“Amid rising cost of living, consumers are having to prioritize where to spend their money. We see entertainment continuing to drive growth on mobile as dollars flow to video streaming, dating, short-form video and travel, while gaming spending declines 5% to $110 billion,” said Insights in the data. Chief Lexie Sido said.
Despite the slowdown, spending on social media, utility, productivity and finance apps remained strong in most markets, including India. Consumers in India spent $31 million on social media apps, $7.2 million on utility and productivity apps, and $5.1 million on entertainment and streaming apps.
The report also showed that global advertising spending on mobile phones will reach $362 billion in 2023, driven by video-sharing apps such as TikTok and YouTube. Though ad spend will increase, it will not be at the same growth rate as in previous years as economic headwinds have forced brands to cut down on ad spend.
According to Data.ai, the annual growth rate of global ad spending will slow down to 7.5% in 2022, compared to when it grew 14% and 22.9% in 2021.
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