As more and more people become connected in increasingly complex ways, we need to pay careful attention to the precise ways in which the digital landscape is changing — and what that means for marketers. That’s what we’ve done in our Connected Consumer report released this week.
The ubiquity of mobile is clear. The total digital universe surpassed 211 million consumers in the U.S. alone, and three out of four of them accessed the Internet on both a PC and at least one mobile device. As you can see in the chart below, PC-only users are in decline, as mobile-only users experience tremendous growth. The increasing size and clarity of mobile screens diminishes the utility and necessity of PCs.
Even consumers who have access to PCs are spending more time in mobile. In January 2015, time spent on smartphones and tablets outpaced time spent on PCs by a considerable margin.
The data demonstrate that consumers are multi-device, which increases the importance of of cross-screen attribution. It allows us to understand the consumer’s entire journey. Retargeting is a crucial piece of the marketing puzzle. It’s where marketers can use data to guide a consumer from awareness to research to purchase.
Drilling down to the types of content people consume on mobile, we saw time spent on PC decline in nearly every category. People reach for their smartphones for everything: radio, social media, weather, and gaming. The vertical that saw the most year-over-year growth in mobile was food.
Food and mobile, two of life’s great essentials.
All this and much more is in the Connected Consumer report, which can be downloaded here. It’s fascinating to learn how mobile behavior changes from year to year, and so fun to imagine the ways in which mobile will continue change the world in the years to come.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.