The Digital Consumer and 15 growing statistical trends
It is no surprise that the use of smartphones, and varying social media platforms has drastically increased over the past few years, but a recent study by Nielson puts real numbers to the growing phenomenon of Cell phone and social media usage. The data is compiled from over a year period form 2012-2013 and throughout the report are many astonishing findings that may have an effect on your marketing strategies going forward. According to the report adults spend an average of 34 hours a month using mobile internet compared to 27 hours on PC’s. Of the 34 hours spent on mobile devices 86% of it is spent using apps, with only 14% coming from actual smartphone browsers. Here are some in depth numbers from the report
- 64% of overall social media users use social media sites daily via computer while 47% of smartphone users visit social media sites daily
- Consumers are connected with screens throughout the day and engage with various media content for over 60 hours a week
- Percentage of homes that own smartphones has skyrocketed since 2009 with 19% to 44% in 2011, to 65% in 2013.
- ¼ Americans plan on buying a smartphone in the next 6 months
- Video consumption is up by 157% over the past 5 years with mobile users spending 59% more time watching video on devices
- Roughly 7 hours is spent a month watching video on websites, and 6 hours a month are spent watching video through their mobile devices
- The US Hispanic makes up the fastest growing population segment with a projected 60% population growth rate over the next 3 years
- Data usage is 16% higher among Hispanics compared to the national average
- 72% of Hispanics own a smartphone which is higher than the national average
- 84% of smartphone/tablet users use their devices as seconds screens while watching TV at the same time
- 7% of by a product or service being advertised from tv through smartphone, while 14% make purchases with their tablets
- 39% of adults access social media while at the work space
- 21% of respondents use social sites while in the restroom
- 48% of moms with children under 13 use social media while driving vs. 31% overall
- 492 million tweets were sent last year regarding sporting events, account for nearly 50% of most tweeted program type of 2013
What stands out most is the 84% of smartphone/tablet users who use their devices while watching television. This number can be alarming for those advertising through television, as the viewer simply may be distracted by their devices to notice advertisements being displayed on TV. With the television advertisement spending an estimated 40% of the 532 Billion dollars advertisement industry 2013, to think that 87% of the target audience is not paying attention to these ads because they are focused on their devices is negatively affecting ROI rates for TV Ad space. Furthermore, the data represents the importance for advertisements in device applications, and on websites, as over 60 hours of weekly time is spent in front a pc, or phone screen respectively.
The growth rate of the Hispanic population in correlation to their use of mobile devices is the largest of any demographic, and how they receive their daily content. This demographic which has higher percentages of mobile interaction over all other demographics can be expected to see an increase in targeted advertisement in an attempt to capitalize on this phenomenon. The most alarming statistic is 48% of mothers with children who use their mobile devices while driving, hopefully this number declines before years end.
What are your takes on these statistics listed, and how can businesses more effectively target mobile users?