ComScore recently published its 2015 U.S. Digital Future in Focus report which highlights the growing importance that mobile devices have adoptedTab in our lives. For the first time, in March 2015, mobile-only internet usage (11.3%) has exceeded that of desktop-only users (10.6%). Whilst mobile-only internet usage remained fairly steady, only growing by 0.5% from the year before, desktop-only has been steadily declining.
Mobile-only users now outscore desktop-only
Tablets (1,721%) and smartphones (394%) have experienced the highest growth in media consumption time over the past year, whilst desktop only grew by 37%.
Internet users spend more time on their mobile devices
The fact that desktop usage is still growing can be attributed to a rise in multi-platform usage (from 60% to 74% year-on). Depending on content, consumers like to use different devices. According to comScore findings, photos are preferably accessed on mobile (93%), whilst portals (73%) rank higher for desktops.
Photos are preferably accessed using mobile devices
Interestingly, despite 60% of consumers researching their products using their mobile devices that only translates to 13% of purchases made. There is a monetization gap of 47%. Most customers are still turning to their desktops (87%) for dollar transactions. Overall, mCommerce grew 28% to $31.6 billion.
mCommerce is growing, but many internet users are still purchasing using desktops
With smartphone penetration in the US having grown 10% between 2013 and 2014, it means advertisers are increasingly turning to cater to their campaigns to mobile devices and it’s paying off. Mobile advertising increases awareness by 2.5 percentage points. Favourability, recommendations and likelihood to purchase are all up, likely due to improved targeting and higher in-view rates.
Mobile ads increase awareness
The study concludes that when it comes to mobile advertising, scalable native ads and video advertising will be big players in the future. Brand video content already gained in popularity and marketers will have to adapt and offer new skills to meet the demand for shorter, more engaging videos.