15 Mobile Stats That Will Change Your Marketing Strategy

Marketing to Cross-Platform Audiences Tablets and smartphones have quickly become a technological staple for consumers in North America. The average household contains multiple devices. How are audiences changing their content consumption habits? What are the most popular activities on mobile devices vs. desktops? How do brands engage users across different platforms? Check out these stats and figures to find out! Connected Users 90% of media interactions in the US are screen-based. Here's a look at how well connected Americans are: 81% have 35% own 56% are 97% of homes access a tablet smartphone in the US to a PC device owners own a TV 81% 35% 56% 97% Device Multitasking Desktop Tablet TV viewing is the top multiscreen activity. 60% of Americans use more Smartphone than one device while 12% watching television. 39% 21% 39% 40% 49% Multitasking related to TV Multitasking not related to TV Mobile media usage (tablets & smartphones) now accounts for half of the time audiences Non-Multitasking spend on digital media. Native Vs. Non-Native 6. Hourly Interactions with Digital Devices Digital Natives* vs. Non-Natives * Digital native is a person who was born during or after the introduction of digital technologies Native users Non-natives 27 17 interactions per hour interactions per hour When it comes to digital interactions, adults between the ages of 18-34 prefer smartphones over tablets. Tablets are the device of choice with adults 35-44. They're also more likely to share them with children. What The Experts Say Neal Mohan Vice President of Display Advertising Google Bill Duggan Executive Vice President Association of National Advertisers Heidi Cohen Adjunct Professor New York University "One of the most "Devices often influence the way content is consumed. "Measurement is the prominent myths I hear is this notion biggest issue that will influence the rate of growth for multi-screen that you can't build beautiful marketing campaigns in a multiscreen world... To engage their target audiences, marketers must follow their advertising.. The industry needs to adopt measures that are consistent, comparable, and combinable across screens to provide a complete picture of a campaign's effectiveness." consumers and provide content that meets their needs on the devices and Today, creating that beautiful multiscreen experience is an art. You need to build to the unique context your consumers are in when they're consuming content." platforms they prefer to use." 4überflip created by Sources 1) http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2009/03/ overview-of-home-internet-access-in-the-us-jan-6.pdf 2) http://www.pcmag.com/article2/0,2817,2425979,00.asp 3) http://pewinternet.org/Reports/2013/Smartphone-Ownership-2013/Findings.aspx 4) http://www.heritage.org/research/reports/2004/01/understanding-poverty-in-america 5) https://www.comscore.com/Insights/Press_Releases/2013/11/comScores_Latest_White_ Paper_Marketing_to_the_MultiPlatform_Majority_Available_for_Download 6) http://marketingland.com/making-multi-screen-campaigns-more-engaging-tips-from- 3-pioneers-at-awx-59952 7) http://www.mobilemarketer.com/cms/news/strategy/16226.html 8) http://heidicohen.com/content-marketing-the-multi-screen-consumer/ 9) http://www.nielsen.com/us/en/press-room/2013/ana-and-nielsen-study-reveals-multi- screen-advertising-to-rise.html