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Tipping Point: More Time Spent on Mobile than TV

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Google just announced it is adding a “mobile-friendly” label to its mobile search results.” A page is eligible for the “mobile-friendly” label if it meets the following criteria:

  • Avoids software that is not common on mobile devices, like Flash Uses text that is readable without zooming
  • Sizes content to the screen so users don’t have to scroll horizontally or zoom
  • Places links far enough apart so that the correct one can be easily tapped

For more see The Mobile Battle For New Clients Just Got More Serious

An important tipping point has been reached: the time that consumers spend on mobile devices has now surpassed the time spent watching TV, according to research by Flurry, a mobile analytics service from Yahoo.

"In our analysis, we found that time spent on mobile devices grew in the US by 9.3% - from 2 hrs and 42 minutes to 2 hrs and 57 minutes - in the past nine months. That is almost 3 hrs per day spent on mobile devices by the average American consumer, while time spent on TV has remained flat at 2 hrs and 48 minutes daily, according to the US Bureau of Labor Statistics," the Flurry website states.

"We believe that there is plenty of overlap between the time spent on TV and that on mobile devices. It is a tall order to believe that the smart device (and app) industry, which didn’t exist six and half years ago, can take out an industry entrenched in every American household since the middle of the last century," Furry says. " But it has happened. "

  • This confirms an earlier report this year from Newstex that  mobile devices are now the primary screen  in the majority of countries. It reported that Americans spend 151 minutes on their smartphones each day versus 147 minutes watching television. More than one-third of screen time (35%) is multiscreen time where users are watching television and using mobile devices at the same time.
  •  Nearly 60% of the U.S. adult population now owns a smartphone and nearly half own a tablet.  Mobile devices are becoming the first screen of choice for many executives to check email, browse the web, conduct research and communicate. So what does all of this growth in mobile mean for B2B marketers? It means  it’s essential for your marketing to meet prospects and clients where they are — and increasingly that’s on a tablet or smartphone .
    The  combined use of digital media by consumers  -- desktops, laptops and mobile devices -- surpassed time spent watching TV back in August 2013, according to EMarketer.  Even then the use of tablets and cell phones was exploding.

There have been many indicators of the fast growth of mobile in the last year. Consumers have turned to mobile apps to stay fit, stay organized and productive, or stay up to speed on their favorite sports. "As more consumers use mobile devices for almost every daily task, it seemed only logical that they would turn to their phones more often than their TV sets," Flurry says.

"Smart devices are practical, and are glued to consumers 24/7/365. Those factors, combined with the content explosion on these devices through millions of apps, helped mobile snatch the big prize from television. As of September 2014, it is a new world in the American living room."

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