There has been a lot of talk about radio’s competition coming from an ever-expanding supply of sources. Infinite Choice is a buzz word that keeps many executives up at night. What will we do when consumers can access virtually anything they want any time they want? Well, it may not be quite as dire as feared. It turns out that just like listeners to your radio station, mobile users are not created equal.

According to researchers at Dscout, the typical mobile user taps or swipes her phone an amazing 2,617 times per day. Think about that. Each day, a mobile user generates 2.5 hours of screen time. That’s more than 10% of the total time in a day, and close to 15% of waking hours.

But wait. There’s more. Heavy mobile users make up the top 10% of overall usage. They tap and swipe their screens a remarkable 5,427 per day and spend 3.75 hours on their screen.

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Thinking it through, it might be easy to assume that the explosion in daily mobile consumption is users watching Netflix. Not so. It turns out the average session lasts less than two minutes. Interesting, huh? So what is going on here?

It’s Infinite Choice

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