The Mobile Era Matures
With the introduction of the smartphone, mobile usage has grown year-over-year. With that, we’ve also seen an explosion in overall digital media usage. According to a recent comScore report, the mobile growth rate seems to be in its latter stages of a growth cycle. This is making way for more of a cross-platform experience. People are starting something on a mobile device and then finishing it either on a desktop or at a point-of-sale (or vice-versa).
Consider the following from comScore:
Smartphone adoption, which in past years had grown in penetration by anywhere from 5-10%, ticked up just two percentage points in 2016.
The average person spend 2 hours, 51 minutes per day on their mobile device.
Mobile audience growth among the top digital media properties has stopped growing at double-digit rates year-over-year.