By Vladimir Potapenko

Will the popularity of mobile applications continue to grow? Mobile applications are one of the most promising channels of communication with an audience, as people spend more and more time on smartphones. Data provided by Counterpoint Research shows that only 4% of smartphone owners use their devices for less than one hour a day. 26% of users spend 7 hours or more—more than half of the time they are awake. Another 21% spend 5-7 hours on smartphones. I predict these numbers to continually increase in the future. Moreover, the functionality of mobile application usage is quite wide: entertainment, communication, shopping, and everyday problem-solving. According to Statisa, the number of app downloads increased by 10% in 2022. That indicator has increased 1.8x since 2016.