More Than Half of Time Spent on Internet is Via Mobile

by | 3 minute read

Accord­ing to a new study, two in three online adults are cross-screen con­sumers, access­ing the Inter­net across both a PC and mobile device (smart­phone and/or tablet). More than half of all time spent on the Inter­net is now through a mobile device — 12% on tablets and 39% on smart­phones. Cross-screen

Total U.S. adult Inter­net usage has near­ly dou­bled in the past three years from 451 bil­lion min­utes in Feb­ru­ary 2010 to 890 bil­lion min­utes in Feb­ru­ary 2013. Mobile brows­ing and app usage has not, how­ev­er, tak­en away from time online on PCs, which has increased 20% since 2010, accord­ing to a new study from Jump­tap and com­Score.


The cus­tom study ana­lyzes cross-screen behav­iors and con­tent con­sump­tion among four key demo­graph­ic groups: 18–24 year olds, men aged 25–49, women aged 25–49, and peo­ple over the age of 50. The research finds that women aged 25–49 are the most like­ly to access the Inter­net on a mobile plat­form, (14% access through mobile devices only and 69% access through both mobile and PC).

Fur­ther­more, women 25–49, as well as 18–24 year olds, are the seg­ments that spend the largest share of their Inter­net time on mobile devices (61% for women 25–49 across both tablet and mobile, and 59% for 18–24 year olds). The study shows that mobile adver­tis­ing is now crit­i­cal to reach these key demo­graph­ic seg­ments, as PC-only cam­paigns will miss mobile-only users. In con­trast, half (51%) of peo­ple 50 or old­er are cross-plat­form con­sumers, and 41% of their Inter­net time is spent on mobile devices.

Our Screen Jump­ing study reveals pat­terns about how dif­fer­ent demo­graph­ic groups approach device usage,” said Frank Weishaupt, Chief Oper­at­ing Offi­cer at Jump­tap. “As adver­tis­ers approach the dig­i­tal con­sumer, it’s more impor­tant than ever to take into con­sid­er­a­tion device frag­men­ta­tion pat­terns. Our invest­ment in this research is to bet­ter equip the adver­tis­er to under­stand not only ‘who’ to tar­get, but ‘where’ and ‘why’.”


The study also reveals that cross-screen behav­ior varies dra­mat­i­cal­ly by the type of con­tent con­sumed. Sev­en­ty-sev­en per­cent of online time spent with Stream­ing Music con­tent is done on so on a smart­phone. Oth­er top smart­phone con­tent types include Weath­er (55%) and Games (48%). In con­trast, 68% of time spent with Busi­ness and Finance con­tent is still on a PC. Oth­er top PC con­tent types include Sports (62%) and Food (56%).

There is also large vari­a­tion in cross-screen usage by con­tent area by day-parts. Vis­its to Weath­er con­tent, in par­tic­u­lar, vary sig­nif­i­cant­ly by device and time of day. Vis­its on tablets peak in the ear­ly morn­ing (5am-7am) and dur­ing prime time (8pm-12am), while vis­its on PCs remain high dur­ing morn­ing and day­time hours, but drop sig­nif­i­cant­ly in the ear­ly evening (5pm-8pm). Vis­its to gam­ing con­tent, on the oth­er hand, grad­u­al­ly increase across all devices from ear­ly morn­ing to ear­ly evening, then drop off dur­ing prime time.

Adver­tis­ers rec­og­nize that we now live in a mul­ti-plat­form world, and under­stand­ing how dif­fer­ent con­sumer seg­ments engage with con­tent across plat­forms through­out the day can help them opti­mize the effec­tive­ness of their cam­paigns,” said Antoinette Mar­ty, Senior Direc­tor, Mar­ket­ing Solu­tions at com­Score. “With usage shift­ing so quick­ly to mobile, the need to under­stand mul­ti-plat­form audi­ence dynam­ics will only accel­er­ate.”

[Source: "Screen Jump­ing: Under­stand­ing Today's Cross-Screen Con­sumer."  Jumptap/comScore.  5 Sept. 2013.  Web.  27 Sept. 2013.]