Mobile is now the dominant platform for media consumption with users spending over 4 hours a day on their mobile devices compared with 3 hours on PCs and TVs. That’s according to the latest ’A New Era of Engagement in Media & Entertainment report from mobile experts Newzoo which surveyed over 2,500 consumers in the US to find out how the different generations engage with media and entertainment.
In engagement, social reigns supreme
We are social beings and the report backs this up. A whopping 96% of respondents said they spent 13 hours a week engaging with social media and video-sharing apps such as Instagram and TikTok.
Social and broadcasting apps highest for engagement time
Source: Newzoo
But entertainment is just as important with 94% saying they spent almost 14 hours in broadcast TV and subscription services while 87% use podcasts and music apps for 11 hours per week. Video gaming apps attract 84% of users at almost 12 hours a week. The findings point to a growing trend of our active engagement with entertainment as we’re reading, playing and creating more digital content than ever before.
It’s all about mobile
Most engagement (60%) takes place on mobile devices. Social is a category driver with 73% of engagement time happening on mobile apps versus other devices. Only for broadcast TV, respondents tend to favour TV over mobile (46%).
Mobile for social and audio entertainment
Source: Newzoo
The study also noted that video gaming apps command some of the most active engagement hours (72%) followed by books and comics (62%) and sports and fitness apps (60%).
But consuming content is just one side of the content. Users are becoming more involved with their apps and want to share their own content with others. That’s particularly true for younger generations. Here, 69% of Gen Z spend almost 7 hours a week creating digital content versus 46% of Gen X who spend 6 hours per week uploading photos or creating videos.
Younger users share more of their own content
Source: Newzoo
Taken together the report shows that apps aren’t just about media consumption but increasingly are vying for user engagement.
Key takeaways
- 96% of respondents said they spent 13 hours a week engaging with social media and video sharing apps
- Most engagement (60%) takes place on mobile devices
- 69% of Gen Z spend almost 7 hours a week creating digital content
