Find #2: Users Behave Differently Across iPads and iPhones


Users Spend More Time in Apps on iPhones; Have Greater Session Lengths on iPads

In 2015, iPhones saw 24% more time in app than iPads, at an average of 50.3 minutes vs. 40.4 minutes. Users are more likely, then, to spend more time accessing an app on their phone than on their tablet. But, the story changes when it comes to session length.

 
 


Because of the nature of tablets (bigger screens, more comfortable and visually appealing for long-form content, browsing, and digesting), iPad apps typically have greater session lengths than apps on iPhones. Specifically, iPad apps have a 43% higher average session length than iPhone apps, but iPhone apps have 78% more app launches than iPad Apps. 

Using this data, we can see that the app user behavior on a smartphone and that on a tablet are inherently different, and so the experiences need to be different. iPhone app experiences should be focused on the easy and quick presentation of information (the way a user wants to access it) and then how to improve session length by increasing engagement.

iPad apps have a 43% higher average session length than iPhone apps, but iPhone apps have 78% more app launches than iPad Apps.

iPad apps, alternatively, want to ensure that the experience lends itself well to additional browsing or content consumption - namely, what’s the best UX option for users who are spending more time in the app and are looking for more content?