Entertainment apps dominate smartphones both in terms of time spent by consumers and data usage, according to new figures.
Activities including social networking and TV/video services account for almost a third of time spent and 57 percent of data usage, Analysys Mason said.
The research house analysed data usage from over 8,000 smartphones in Germany, India, the UK and the US for its report.
Despite accounting for only 15 percent of time spent on a smartphone, social networking is responsible for 29 percent of total data usage.
Meanwhile, dedicated video services such as YouTube account for 24 percent of data usage but only six percent of time spent on the devices.
The report also found that 80 percent of consumers assessed in the report used dedicated TV or video apps.
Millennials were the most intensive users, the report said, although there was wide usage across all age groups.
While advertising-funded apps such as YouTube were the most popular, an increasing number of consumers use paid-for services such as Google Play Moves and Netflix.
In the UK, entertainment took two-thirds of total data traffic on smartphones.
The UK also saw the highest overall consumption of data, with 15GB of data being used per month, 85 percent of which being carried on Wi-Fi.
This was twice the amount of data used in Germany, which had the lowest overall figure.
The report supports previous findings that entertainment apps are producing the most revenue for app developers.
App Annie’s 2016 Retrospective on the mobile app market found that entertainment was one of the most lucrative app categories.
With entertainment moving from traditional media such as TV to smartphones, many operators are capitalising on the trend by bundling apps with mobile services.