Mobile vs Desktop Internet Usage
All digital growth now coming from mobile usage
Now more and more users are accessing the web from mobile devices like smartphones and tablets than they did from desktops or notebooks.
“Mobile internet is now growing at the expense of all other media,” said Jonathan Barnard, Zenith’s head of Zenith’s Media Consumption Forecasts. “Seventy percent of internet use is now on a mobile, and the use of a desktop for internet will fall by almost 16 percent, this year.”
However, the research paints a different picture for individual countries:
In America, for example, the development of new apps and competitive pricing options is behind the “dramatic” increase in internet use on phones, the research said.
The average American spends much longer on the internet compared to the global daily average, with each person spending two hours and 25 minutes on their phones, and 52 minutes at their desktop. By 2018, that gap is predicted to grow to people spending three hours and 20 minutes using the net on their phone, compared to just 40 minutes on the computer.
In Japan, the average time spent on phones and computers in 2016 is significantly less than in America, at 34 and 29 minutes, respectively, but the same trend is occurring, driven by young people’s use of smartphones, the research said.
Their use of messaging apps like Facebook and LINE is behind the forecast growth in mobile use, which a number of luxury and fashion brands are trying to cash in on, while a plateau of laptop and PC sales is behind the decline for computer use.
In China, the use of mobiles for internet access soared last year, with a rise of 63 percent, and the total number of mobile internet users hit 620 million people by the end of 2015.
The research pointed to the Chinese Government’s “internet plus” policy as a main factor, which encouraged more industries and companies to introduce digital tech.
In the United Kingdom this year, mobile and desktop internet is roughly equal, at one hour and 46 minutes a day, but the research suggests it’s at this point they’ll go their separate ways.
By 2018, it’s expected people will spend more than two and a half hours on their phones and an hour and 2o minutes on their computers.
The exploded adoption of smartphones due to declining Average Selling Price is resulting in an enormous surge in the number of mobile internet users in India. According to the latest report from IAMAI, titled Mobile Internet In India 2016, the country is estimated to have 400 million mobile internet users by the end of 2016.
However, it also makes clear that mobile is now the growth driver, while the desktop is rapidly becoming a “secondary touch point” for a large percentage of the digital audience.
That’s not to say the desktop isn’t important anymore; most e-commerce transactions are still taking place on the PC, and a multi-platform strategy is critical. However, many marketers and brands still treat the desktop as the primary area of focus, which is way out of alignment with consumer behavior.
Along with thanks and compliments to the sources for the shared data
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