Nowadays, almost everyone is occupied with a digital device at some point in their day. Whether it be at work, home, or a coffee shop, you can find eyes fixed to tablet screens and fingers tapping away on phones. Mary Meeker’s Internet Trends report indicates that there has been a 4% increase in digital media usage over the last year, reaching 5.9 hours per day where people are preoccupied with a digital device.
In order to understand the future of the market, we examined the changes in usage according to the type of device. While there has been a slight decrease in desktop and laptop consumption, mobile has experienced a notable increase. In 2015, users would spend an average of 2.8 hours per day on a mobile device. Since then, mobile media consumption has increased by 18%, with users now engaging with their device for 3.3 hours per day. This change in mobile usage is far greater than the change in desktop and laptop consumption. People aren’t just shifting their hours consumed, they’re actively increasing their time in mobile.
With mobile usage continually increasing year over year, mobile video has similarly experienced a spike in demand. In 2015, users would spend around 15 minutes a day viewing mobile video. That number is set to double in 2018, making it even more essential for companies to adjust their strategies to align with this growing consumer trend.
Users also tend to spend most of their time in apps, rather than the mobile web. According to eMarketer, apps earn 88% of mobile consumers’ time in the U.S., compared to the 12% of time spent using a mobile browser. This pattern spans across the globe, with Argentina in the lead when it comes to time spent in apps (95%). Due to this growing preference for apps, ad dollars are also being shifted in the same direction. In fact, mobile programmatic ad spending on in-app inventory has increased by 30% in just a few years.
With users demanding more content on their smartphones, there’s a huge opportunity for brands to grow and connect with audiences around the world. So what does the future of the market look like? From videos to apps, it looks a lot more mobile.
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