Chart: Smartphones, Tablets Account for 60% of Digital Media Time Spent
September 16, 2015 | Contributed by: Joe Morsello
When comparing December 2014 vs. December 2010 U.S. figures, comScore data shows that smartphone usage is up 394%, and tablet usage is up a whopping 1,721%, and they now combine to account for 60% of digital media time spent. This dramatic four-year growth is being attributed to the proliferation of mobile devices and according to the latest comScore data, 191.4 million people in the U.S. own smartphones (77.1% mobile market penetration).
comScore’s digital time spent figures exactly match the figures we found in our recent “Mobile Fanatics” report. A key finding from the report was that 60% of people use mobile devices to find local/offline information vs. 40% who use PCs. The alignment of these figures reinforces the fact that consumers are allocating more of their media time to mobile devices.
Another interesting insight from comScore’s data showed that mobile-only internet usage is also becoming more common. This is being driven by Millennials, with 21% no longer using desktop computers to go online. Furthermore, the number of mobile users 55 and older is growing quickly.
The proliferation of mobile devices and growth in mobile search has led to Google’s heavily publicized mobile search algorithm change earlier this year. Recent LSA data suggests there remains a significant gap between the growth in consumer search via mobile and the mobile readiness of SMB websites.