Key stat: The worldwide average session duration for apps in the Entertainment category was 7.3 minutes between April 2022 and June 2025, more than twice the time spent per session on the next-highest category, according to a June 2025 report from Airship.

Beyond the chart:

• US users spent 2.39 billion hours with genAI apps in H1 2025, a sharp increase over the 1.61 billion hours spent in H2 2024, according to a July 2025 report from Sensor Tower.
• US children spent an average of an hour and nine minutes (1:09) with mobile media in 2024, per a February 2025 report from Common Sense.

Use this chart: Average session duration is a key metric for user engagement and gauging a solid experience for mobile apps. But this benchmark varies depending on the app category. For example, health and fitness app users might check in before getting back to hitting the weights or pedaling the bike trail. Have these benchmarks in mind before chasing out-of-reach metrics.

Related EMARKETER reports:

• US Time Spent With Media 2025 Midyear Edition (EMARKETER subscription required)
• US TikTok Usage and Time Spent 2025 (EMARKETER subscription required)

Methodology: Data is from Airship benchmarks between April 2022 and June 2025. Apps with more than 100K monthly active users are included in the overall average.