This shift has been driven primarily by the growth of mobile. While time spent
on desktops and laptops is plateauing, time spent with mobile (via
smartphone, tablet or feature phone) has come to represent more than half of
TV’s share of total media time, as well as nearly half of digital media time
as a whole.
eMarketer said that Smartphone usage is the most important contributor to overall usage because key mobile activities (email, SMS, social networking, mobile games) tend to be time-intensive and because smartphone penetration rates are have sharply increased in recent years.
Video and gaming are two time-intensive activities that are common among tablet users, pushing up the time spent on tablets, but relative to smartphones, tablet use is less common. This year, tablet penetration is expected to reach 38.2 per cent of the total population, well short of smartphone penetration.
This includes simultaneous media consumption – for example, if someone uses a
mobile device for an hour while watching television, it counts as an hour
for each activity.
"The growth of mobile is the key to this shift, as it continues to drive
both digital growth and overall growth of time spent with all media,"
said eMarketer in its report.
The bulk of mobile time is spent on smartphones, at almost one hour per day, but tablets are not far behind. Feature phones account for relatively little time spent on non-voice mobile activities, since few have robust mobile internet capabilities.
The bulk of mobile time is spent on smartphones, at almost one hour per day, but tablets are not far behind. Feature phones account for relatively little time spent on non-voice mobile activities, since few have robust mobile internet capabilities.
eMarketer said that Smartphone usage is the most important contributor to overall usage because key mobile activities (email, SMS, social networking, mobile games) tend to be time-intensive and because smartphone penetration rates are have sharply increased in recent years.
Video and gaming are two time-intensive activities that are common among tablet users, pushing up the time spent on tablets, but relative to smartphones, tablet use is less common. This year, tablet penetration is expected to reach 38.2 per cent of the total population, well short of smartphone penetration.
No comments:
Post a Comment