Did you know that the average adult spends more than 5 hours a day online, on non-voice mobile activities or with other digital media compared to 4.5 hours of watching television?
As you may have guessed, the biggest growth segment is mobile. Adults are spending an average of 2 hours, 21 minutes per day on non-voice mobile activities, including mobile internet usage on phones and tablets. This is longer than they will spend online on desktop and laptop computers, and nearly an hour more than they spent on mobile last year.
The time people are spending with mobile represents a little more than half of TV’s share of total media time, as well as more than half of digital media time as a whole. The bulk of mobile time is spent on smartphones, at 1 hour, 7 minutes per day, but tablets are not far behind. Feature phones account for relatively little time spent on non-voice media activities since few have robust Internet capabilities.
There is disagreement, though, about actual time spent with mobile devices. In 2012, it was estimated that daily usage for adults in the U.S. was from just under an hour up to two hours. And this daily usage had increased in 2013. There is more agreement among research firms on actual time the same population spends on tablets. Tablet users are spending a solid 2 hours or more per day with their devices.
It is estimated that U.S. adults will spend 44.4 percent of their overall media time with digital this year, including 19.8 percent on mobile – compared to 19.5 percent on laptops and Pcs. Time spent with mobile phones and tablets, excluding voice calls, had risen from 13.5 percent of all media time last year, and has nearly tripled since 2011.
This shift from desktop to mobile, whether smartphone or tablet, is happening across several activities, including social networking and digital video viewing. And tablets are key to the trend. As social networking and video reach plateaus regarding share of total desktop time (around 29% and 19%, respectively), these activities are growing more quickly on smartphones and especially tablets. The share of all tablet time spent with video, for example, will nearly double this year, from 10% to 19%.
So what does this mean for you regarding your marketing strategy?
This is the time to reevaluate the time and money you are spending on television advertising. This is also the time in which you need to optimize your marketing for mobile. Mobile devices not only have subject lines, but they also feature pre-headers as well. The pre-header is essentially an extension of the subject line. In Gmail the pre-header is on the same line as the subject, it is just not in bold text. In Outlook, the pre-header is on the second line, below the subject line. This is something to take into consideration when sending out emails. The mobile user is reading at a much faster rate, so there is less time to grab their attention. The pre-header may be a good place to get them interested.
As always, times are changing and to maximize your marketing dollar and stay ahead of the completion, we must change our marketing strategies and tactics.