How many times a day do you check your
device? If you are anything like the average user, the answer is 150 times a day, according to venture capital firm Kleiner Perkins Caufield & Byers’ analyst Mary Meeker.
That data was gleaned from Meeker's 2013 Internet Trends Report, published last May. Flurry Analytics has followed up with its own report analyzing the behaviors of consumers who are heavy smartphone and tablet users. Flurry calls these people "mobile addicts” -- consumers who launch apps over 60 times a day -- six times more than average consumers.
In fact, this mobile addict segment is the fastest growing segment of mobile app users worldwide, increasing 123 percent between 2013 and 2014, according to Flurry. That means there were 176 million mobile addicts in March, up from 79 million a year ago.
Middle-Agers Lead the Way
“We dug deeper into the mobile addicts segment to better understand that audience. Mobile Addicts were 52 percent female and 48 percent male, compared to 48 percent female and 52 percent male for average mobile users,” said Simon Khalaf at Flurry. “That means females over-index 8 percent compared to the average mobile user.”
As Khalaf sees it, that 8 percent number may be small but it is significant. In the total mobile addict population of 176 million, that translates to 15 million more female mobile addicts than male mobile addicts. In terms of age, it’s no surprise that the mobile addict segment over-indexed on teens, college students and middle-age segments.
What is surprising is that middle-agers over-index even more than teens, Flurry reports. But let’s drill down further.
The Truth About Teens
“The analysis gets even more interesting when you dive into the differences among Flurry Personas,” Khalaf said. “On the female side, the following personas over-indexed as mobile addicts: moms; parenting and education; gamers; and sports fans, in that order. For males, the following personas over-indexed as mobile addicts: auto enthusiasts; parenting and education; gamers; and catalogue shoppers.”
According to Flurry, when it inspected the personas of that segment and their app usages, analysts came to the conclusion that these middle-age consumers are probably part of families and their devices are likely shared among multiple family members, including their children.
“Males and females in the middle age segment both over-indexed on parenting and education,” Khalaf said. “Males over-indexed as catalogue shoppers and females over-indexed on sports. The picture we formed is a family of four, with two phones, one tablet, and all three devices shared by the family for education, entertainment and more utilitarian functions as well.”