According to figures from May of this year, mobile platforms and devices such as tablets and smartphones account for 60% of total digital media time spent. That is up from what was already an impressive 50% in 2013.
In addition, mobile apps accounted for more than half of all the digital media time spent in May, at 51%. More detailed analysis on the leading content categories showed how some categories experienced shifts at a faster rate than others. For instance, digital radio (led by Pandora) gets 96% of engagement from mobile devices. Similar success was seen with photo apps like Instagram and Flickr, which also got 96% engagement from mobile apps. Maps, instant messenger services (like Skype, Facebook Messenger and WhatsApp), also were strong leaders. Games, Downloads, Social Networking and other telecommunications apps lay somewhere in the middle.
Social Networking may be in the middle, but it is more important than the numbers may show. According to further numbers, 20% of total digital time spent is comprised of social networking sites like Facebook, Twitter, and others. 70% of social networking time is spent via smartphone and other devices. It is important in terms of the internet economy because of its contribution to digital ad spending. Facebook has a huge mobile ad presence.
Mobile engagement on social media has grown by 55% this year alone, and social networking also accounts for 31% of all growth in internet engagement for the past year. Facebook alone accounts for 24% of all mobile time spent. The Facebook App itself accounts for 18% of all mobile time spent. That is a mind-blowing figure!
There is no doubt about it, apps are dominating the digital world, more than ever.
Statistics show that people are still definitely accessing websites and content via browsers, but those numbers are dwindling more and more in the face of apps. There are some exceptions to the rule when it comes to apps – websites and companies that still do more business via a browser/site, such as Google and a few others. Generally speaking, though, most companies have realized that the best way to drum up interest and recruit loyal members/clients/customers, is through an app.
So what happens now? The way we surf the web and utilize mobile content has undergone a huge change in recent years, and smartphones and devices are leading the way. As more and more people start utilizing mobile web, companies will follow. We’ll see more and more ad dollars being devoted to app content, and less and less to web browser content. With this. we’ll also see a need for more affordable app development allowing companies of every size to create apps for their customers.
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