Where do users spend the most time when on mobile devices?

Analysis of Correct Answer(s) - Apps: This is the correct answer. Industry data consistently shows that mobile users spend the overwhelming majority of their time—often cited as over 90%—within native applications rather than on the mobile web. This behavior is driven by the specialized, convenient, and engaging experiences that apps provide for tasks like social networking, gaming, entertainment, and productivity. For advertisers, this statistic underscores the critical importance of an app-focused strategy, making Google App campaigns an essential tool for reaching users where they are most active.

Analysis of Incorrect Options - Websites: While users still access websites on mobile, the total time spent is significantly less than in apps. The mobile web is often used for quick searches or one-time information lookups, whereas apps foster deeper, more sustained engagement. - Apps and websites equally: This is factually incorrect. The distribution of time spent on mobile is heavily skewed towards apps. Assuming equal time would lead to a flawed marketing strategy that underinvests in the dominant mobile channel. - Phone calls: While a primary function of a smartphone, the actual time spent on voice calls is minor compared to the hours users dedicate to interacting with various applications.