PALO ALTO, CA – When do most smartphone users spend time on mobile apps? Both those using Apple phones and those using Android devices spend the majority of their time using apps in the late afternoon or late evening. But, they are most engaged with mobile ads in the morning. So says a report from Mobclix, a VElti company that provides a real-time bidding mobile ad exchange.

Pulling data from its exchange, Mobclix says it found:

• • iOS and Android users across devices spend the majority of time on apps during late afternoon (4-6 p.m.) and evening (9-11 p.m.).
  • Regardless of platform, app users are more engaged with ads in the morning between the hours of 8-11 a.m.
  • App usage is highest during the weekends, accounting for 38 percent of overall time spent.
  • During the 4th of July weekend, app usage increased by 108 percent with utility apps being the most popular.
  • The Android platform holds the highest market share in the U.S., the U.K. and Japan.
  • 82 percent of the top 100 free apps use iAd as one of their ad networks.
• Data derived from 120MM unique users seen across 10.5 billion impressions on the Mobclix exchange during the month of June. Exchange reach is calculated from the number of unique devices across the entire Mobclix exchange. Third party SDK data derived from analysis of the top 100 free apps on the iPhone app store as of June 30, 2011.

“App and ad engagement across platforms continues to escalate as the range and capability of apps grows,” said Krishna Subramanian, co-founder of Mobclix. “While Apple’s iOS and Google’s Android platforms both remain the front runners for ad impressions, Android is coming out ahead with it commanding the lead in 3 of the 5 countries we looked at in this study. While traditionally advertisers have placed a lot of focus on iOS these results demonstrate that Android has a compelling offering that is actively engaging users.”

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Tags: Android, app usage, Apple, iOS, Mobclix, Velti, when are app users engaged with ads, when smartphone apps are used