Smartphone apps now account for nearly half of the time consumers spend with digital media, according to recent research from comScore.

The 2016 US Mobile App Report was based on comScore audience data as well as data from a survey conducted in June 2016 of 1,049 smartphone users age 18 and older.

Some 49% of consumers' total digital media time is now spent on smartphone apps, the survey found.

Americans spend 73.8 hours, on average, using apps on their smartphones, up from 68.2 hours in 2015.

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image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji