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Anyone know if this study accounts for the shift from web to native apps?

"...in 2008, Chat is by far the largest category, attracting over 25% of households’ attention; however, this category saw a dramatic shift by 2013, dropping to less than 2% in 2013."

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It does not. Dataset is from comscore, see the comscore website, and comscore is unable to track the click-stream of native apps. If it did, that would raise many security issues.

Looks like they have mobile SDKs that interested developers could hook into, presumably they would also track aggregated numbers from that: http://www.comscore.com/applicationsdk

Probably only happens for apps with events that require third party verification, though.

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