Mobile Continues To Grow As Tool For Accessing The Web

From the first thing in the morning until the last waking moment at night, mobile devices for web browsing appear to be close at hand and being used by a growing number of users. So much so that time spent on non-phone (non-voice) mobile activities in 2013 will surpass time spent online on desktop and laptop computers according to eMarketer.

eMarketer bases its estimates of time spent with media on the analysis of estimates from other research firms, consumer media consumption, and device adoption trends.

According to their analysis, adults in the U.S. will spend 44.4% of their overall media time with digital this year, including 19.8% on mobile—compared to 19.5% on laptops and PCs. Time spent with mobile phones and tablets, excluding voice calls, has risen from 13.5% of all media time last year, and has nearly tripled since 2011.

eMarketer’s estimates of time spent with media include all time spent within each medium, regardless of multitasking. Consumers who spend an hour watching TV while multitasking on tablet devices, for example, would be counted as spending an hour with TV and an additional hour on mobile.

The shift from desktop to mobile, whether smartphone or tablet, is happening across a variety of activities, including social networking and digital video viewing.

Tablets are a major contributor to this evolving trend. As social networking at 29% and video at 18% reach new highs in terms of share of total desktop time, these activities are growing more quickly on smartphones, and especially tablets. The share of all tablet time spent with video, for example, will nearly double this year, from 10% to 19%.

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