Mobile Media Time Is Now Greater Than Desktop and Other Media.
Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).
The implications are clear - if you're not able to reach your audience through mobile search or display, or you're not providing a satisfactory mobile experience you will miss out compared to competitors who are.
So, how have advertisers responded to the change in mobile media time? The next chart shows that despite the growth in media
time above, some advertisers are missing out since the right-most bar shows that there is a huge missing opportunity
on mobile advertising.
This research sourced from a 2015 study by eMarketer into mobile ad budgets shows a different view. In 2015 mobile ad spending accounts for 49% of digital ad spending, which is only slightly behind the trends of how people are using their devices. These stats also show projections for future growth, which is important as it shows where the market is going. It is clear that mobile is the future, and within 3 years it will come to dominate digital ad spending.
Mobile Ad spending- Billions $
Percentage of digital ad spending
Consumer preference for mobile apps vs mobile sites should also be thought through as part of mobile strategy. This data from Nielsen on mobile media time shows the consumer preference for mobile apps which account for 89% of media time in mobile as might be expected from the use of the most popular social network, email and news apps.