Information from eMarketer December 2011
Representing, on average, the number of minutes per day an adult consumer spends on each medium.
eMarketer is reporting that for the first time in history (well, at least since 2008), mobile use has passed print media use among adults. That’s a big deal, since it means it beats print and magazines combined. Where users spend 65 minutes a day on their mobile devices, they only spend about 44 minutes a day with paper goods.
But perhaps the more interesting takeaway from this data is the rate of change. Mobile use is growing at an alarming rate—between 20 and 30 percent every year for the past four years. Internet has plateaued, with an increase of only 7 percent per year, and television/video has fluctuated from -1 percent change to about 4 percent change. Mobile is, by far, the fastest growing medium.
“Mobile phones are the one device people carry with them at all times, and although the usage might not be in a solid block of time, over the course of the day, we depend on it for so many things that the amount of media time with mobile devices continues to grow and outpace other media.”
-Noah Elkin, principal analyst at eMarketer, New York (via Mobile Marketer).
(It should be noted that this report does not account for multitasking. Users who simultaneously spend one hour watching TV and using their mobile device are billed at an hour each. And this survey by Razorfish & Yahoo! reports that 80 percent of respondents do just that.)
Mojaba Can Help Marketers Keep Clients Relevant
Consumers spend more time with media now than ever—and it’s clearly shifting to mobile. That 30 percent annual growth will only increase as smartphones become more prevalent, apps get smarter and mobile websites are more sophisticated.
Mojaba can help brands stay relevant during this mobile shift. By providing your clients with that sophisticated online presence, you can ensure that mobile users stay engaged on their devices—and that some of those 65 daily minutes are spent on your sites.
