One of the popular ideas around the rise of mobile web and smartphone apps has been that of an increasing audience fragmentation. On the opposite end of the spectrum may actually be concentration and consolidation.
There is more digital media time being consumed in smartphone apps than on he mobile web or PC. Most of that time, users are spending that time in a small number of apps, such as, and led by, Facebook. Fewer new apps are being downloaded by mobile users, so breaking through for app makers is getting tougher. comScore published their 2017 US Mobile App Report detailing these trends.