According to new data from Nielsen, the amount of time consumers are spending on apps has reached an all-time high. The report indicates that Android and iPhone users in the U.S. age 18+ spend 65 percent more time (in excess of 30 hours each month) using apps than they did two years ago. However, the average number of apps used per month only increased from 23.2 in Q4 2011 to 26.8 in Q4 2013. Not surprisingly, 18-24 year-olds spend the most time on apps each month (37 hours, 6 minutes).

Smartphone owners ages 25-44 lead the numbers charge (using an average of 29 apps per month), while even those older than 55 spend more than 21 hours per month with 22 different apps.

While social networking and search still dominate app time, it is worth noting for our audience that mobile interaction with entertainment media — including video, audio, and gaming apps — increased 71 percent over the previous year.

“Over the past half-decade, the proliferation of mobile devices has transformed us into an app-driven society, presenting marketers with new opportunities to connect with consumers by creating more interesting and sophisticated apps to command their attention,” Nielsen suggests.

“As mobile consumption habits evolve, it’s imperative that app developers continue to add functionality and robustness to their offerings,” said Monica Bannan, VP of product leadership at Nielsen. “Although there does appear to be a limit to the number of apps people are willing to access on a monthly basis, they’re spending 31 percent more time than they were last year, proving that it’s the content that counts.”