Google and Facebook's biggest weapon: apps

Smartphone apps account for half of all time spent with digital media, according to comScore's Mobile apps report, and two companies own the overwhelming majority of the most-trafficked apps: Google and Facebook. Overall, when it comes to time spent on mobile, 87% of mobile time spent is on apps vs. only 13% on mobile web, even though mobile web often receives higher traffic. Why it matters: Smartphone users spend 96% of their app time within their Top 10 most used apps and Smartphone users spend half their time on their #1 most used app, according to comScore. Google and Facebook own the overwhelming majority of traffic to these apps and are the #1 app for every age group.