App usage in the UK has rocketed by 28% over the last 12 months as people increasingly turn to their smartphones for professional and social tasks, according to a report.
Flurry Analytics has examined mobile app activity for global trends and reveals that there are now more than 940,000 apps being used on 2.1 billion devices and these generate around 10 billion sessions every day.
In the UK, mobile phone users are turning to their devices for social and messaging app sessions which grew by 46% while productivity and utilities app sessions grew by 45%.
In France, the use of sports app rocketed by an impressive 190% in 2016.
Measure consumer activity across application portfolios
The data generated by Flurry helps marketers and developers to analyse and measure consumer activity across application portfolios.
The latest report reveals that app usage sessions in the UK grew by 28%, in Germany the numbers rose by 25% and in France by 16%.
When the figures for the UK’s usage are broken down, sessions for sports apps grew by 31%, for photography by 22% and travel by 15%.
However, business and finance apps saw a 2% increase, while lifestyle and shopping apps grew by 1%.
In comparison, sessions for games fell by 9%, apps for music, media and entertainment fell by 18% and personalisation apps fell by 46%.
Flurry says the most popular apps for mobile devices are sticky apps that are tied to the user’s daily habits; for instance, these are generally apps that rely on live data such as finance and business as well as sports.
Viber ends Windows apps work
VoIP and instant messaging service Viber has announced it will no longer work on Windows mobile phone apps.
The client for these is still available to download but there will be no new features or updates released for it. The app is still available in Windows store and functions problem-free.
Viber says it will focus on the more popular platforms for mobile devices: Android and iOS.
It’s not been a good week for Windows phone users with the BBC sending notifications that its iPlayer app will be closed from April.
Users can still stream BBC audio and video through the Microsoft Edge browser but this only works for a Windows phone that runs Windows 10 Mobile.
Mobile apps boost retail sales
Research has revealed that mobile devices helped deliver around $2 trillion last year in off-line retail sales in the US which accounted for two thirds of shopping in the category.
The study by Forrester points out that while the numbers are impressive, they could be higher.
Indeed, they say that American consumers shopping with smartphones has yet to peak and within four years, shoppers there will be spending $152 billion on their mobile phones or 24% of online sales.
In addition, mobile phone sales will account for $1.4 trillion in off-line sales over the same period.
However, despite the heavy influence of mobile phone apps in retail sales, the study reveals that retailers are still under-investing in their mobile applications.
Their findings also reveal that shoppers are increasingly using apps as a tool to find a product locally but retail firms need to invest in their digital platforms with loyalty offers, store maps as well as digital inventory to help boost sales.
In other Miratrix mobile phone app news …
Users of the Skype Wi-Fi service will find their app will no longer work from March 31 after Microsoft confirmed this service is being discontinued. The app for iOS and Android will also not be available for users to download.
App developers may be interested to know that the latest LG flagship smartphone is able to show two apps at the same time. The elongated display has been unveiled at a leading trade show in Barcelona and, the makers say, it no longer supports slide-in enhancements.