iPhones — They Only Come Out At Night

iPhone users tend to use their devices in the evening and on the weekends, reports Localytics, a Cambridge, MA-based start-up offering mobile analytics services. According to as study conducted by the company, the mobile app usage in the US peaks at around 9 pm EST on week days. Over the weekend, the usage is at its peek during afternoon and nights.
These findings are not surprising — during regular week days, many of us are busy working and more often than not, use the device to make phone calls or send text messages. The report says that iPhone “app usage on weekends and weekdays is both different in usage patterns and overall scale.”

The iPhone users typically generate 7% more traffic on the weekend than the average weekday. Saturday traffic ramps quickly from a morning low at 6:00 am to over 90% of peak usage by 11:00 am—and stays near the peak for the rest of the afternoon and evening. By comparison, weekday app usage is more concentrated in the evening with a slow ramp during the working day and a peak at 9:00 pm EST, when East Coast users are at home and West Coast users are commuting home.

In short, iPhone is still quite a ways off from becoming a “business” phone. The report also concludes that these heavy weeknight and weekend app usage could be interpreted as a sign that consumers may be willing to try more convenient devices than their laptops to entertain themselves, plan a trip, check sports scores and listen to music. No wonder Apple has big hopes for its iPad.