But attention is still largely concentrated among a user’s top few apps. The average American spends 50% of their app time in their most-used app, and almost 80% in their top three apps, according to comScore.
The big winner, unsurprisingly, is Facebook. It’s a top-three app for almost 80% of users, according to comScore, and number one for almost half of them. (With 126 million US unique visitors in June, it’s the most popular app in the US by a solid margin. It’s also on almost half of users’ smartphone homescreens, according to the report.) And as Facebook goes deeper into mobile video, its share of time spent seems likely to increase."