Alternately, “If you don’t assume that all usage is fungible, the data tells a different story”. There are a few apps - music/movies/ebooks and Facebook - which get a disproportionately large amount of activity. If you’re not competing with them, the global numbers are going to be skewed.

This is especially true when you think about tasks rather than screen time. If I’m Facebook or Spotify selling ads, I want people glued to the app for a long time. If I’m selling things, giving information or customer service, etc. the story is completely different: someone placing an order faster is actually a win.

EDIT: My experience is colored by being in the cultural heritage space where the flurry of “we’re in the App Store!!!” entries met the hard reality of every engagement metric being much lower than web sites. There is huge variation hidden in global averages.