For media and entertainment websites, smartphones are driving a growth in traffic, while desktop and tablet use is falling, according to new data from Adobe Digital Insights. In 2017 alone, there has been an 8% increase in smartphone visits, while overall the number of visits fell by 5%.
The data becomes more extreme the further back we look. Smartphone visits have shot up by 18% since 2015, while desktop visits have fallen 35% in the same period. It’s worse news for tablets, with a 52% reduction in visits during that time.
Almost all the traffic is to websites, with only 6% using apps as a primary source of news and entertainment. Adobe says Google’s AMP project plays a large part in this, stating 84% of media and entertainment sites have had a traffic boost from AMP.
Taylor Schreiner, Adobe Digital Insight’s director, said:
“We believe that the growth in smartphone traffic to media and entertainment sites has a lot to do with consumers’ need for on-demand content. People want to consume content while on the go, on their own terms. We’re getting to the point where it’s no longer about having a mobile-first mentality. Today you need to be mobile-dominant.”