In the past half a decade, various consumer & media researches have shown a downward trend for Digital Consumption on PC, and it is no longer a breaking news for the hardware manufacturers around the globe.
Mobile is de-facto for interactive content consumption
When it comes to digital consumption for content, Smartphones & Tablets have become the de-facto device for all audience segments and hence the most preferred platform of engagement for the advertisers. In terms of media consumption, tablets are perfect devices.
More portable than a laptop and yet larger than the minuscule screens of phones, tablets are easy on the eyes and allow you to really get immersed in the content while still being able to take on the go.
In the past 12 months, Millennial Media digital trend reports that the number of internet users grew by 4% to 201 million users. However, mobile-only users grew nine times faster during the same time period while desktop users decreased by 45%.
Here’s what Millennial Media found out:
There were few content categories that were consumed on Mobile Devices more than the Desktop Computers:
- Streaming Radio: Mobile = 95% (79% smartphones and 16% tablets) and Desktop = 5%
- Games: Mobile = 85% (79% smartphones and 6% tablets) and Desktop = 15%
- Social Media: Mobile = 72% (61% smartphones and 11% tablets) and Desktop = 28%
- Weather: Mobile = 70% (61% smartphones and 9% tablets) and Desktop = 31%
- Retail: Mobile = 53% (39% smartphones and 14% tablets) and Desktop = 47%
Content Categories Consumed on Desktop Computers More than Mobile Devices:
- News: Mobile = 45% (39% smartphones and 6% tablets) and Desktop = 55%
- Sports: Mobile = 44% (38% smartphones and 6% tablets) and Desktop = 56%
- Food: Mobile = 42% (27% smartphones and 15% tablets) and Desktop = 58%
- Business/Finance: Mobile = 38% (36% smartphones and 2% tablets) and Desktop = 62%
- TV: Mobile = 33% (22% smartphones and 11% tablets) and Desktop = 67%
- Travel: Mobile = 32% (21% smartphones and 11% tablets) and Desktop = 68%
- Auto: Mobile = 24% (19% smartphones and 5% tablets) and Desktop = 76%
- B2B: Mobile = 20% (12% smartphones and 8% tablets) and Desktop = 80%
Content Categories Consumed Equally on Mobile Devices and Desktop Computers:
- Health: Mobile = 50% (45% smartphones and 5% tablets) and Desktop = 50%
Digital Trends : App consumption versus mobile web
- Time spent consuming content on mobile devices is overwhelmingly huge through mobile apps, according to comScore data.
According to Mediabriefing:
2014 was the first year in which more time online was spent in mobile apps than on desktops, and mobile web barely got a look-in. That’s not the case for news consumption, but publishers should take note of those proportions are underscored by an increase in the time spent in-app for news applications, which analysts Localytics showed rose 14 percent over the past year.
While mobile responsive websites are likely to remain a priority for publishers, people are increasingly choosing to consume news in-app on their mobile devices, more and more publishers would be looking to build their native app in 2015.
Popular categories in Apps belong to leading news content publishers
According to statista, business, lifestyle and entertainment categories are in the top app categories of 2014. If you are a Television Producer or a Programming head of any popular TV Channel, you have every reason to go ecstatic seeing the possibilities that Smartphones & Tablet can offer.
What this also meant is that content producers can no longer create & distribute their content from a myopic standpoint as it is now being viewed across multiple devices.
Mobile doing better than Tablets in e-commerce conversions
According to recent report on Marketing Land:
Device trends held steady, with mobile devices (tablets and smartphones) accounting for 42 percent of traffic and PCs driving 58 percent of shopping traffic. Smartphones continued to lead tablets, driving 24 percent of traffic compared to 18 percent for tablets.
PCs accounted for 73 percent of orders in week two of December, tablets drove 12 percent and smartphones drove 15 percent of orders.
Digital Trends : Publisher priorities in 2015
Recently, Jeff Jarvis pointed out we’re all mobile now, since the ubiquity and interconnectivity of tech means we’re essentially always connected to the internet and whatever information we need. He argues this means publishers need to focus less on delivering content tailored to individual platforms and more on the context (location, time etc.) of its audience at a given time.
All these stats point in the same direction, with tablets on the rise, consumer is shouting out loud to the media companies & brands to create responsive web experience & highly engaging content that is available across devices.