How are Americans Using Their Time on Smartphones?

BY Rachel Cagle
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If your client is using digital advertisements to target their clients, they should know that 70% of time spent on digital media usage in the U.S. takes place on smartphones. When combined with tablet usage, according to a report by Comscore, that percentage rose to 77% in June 2019, an 11% increase from two years ago. What could have brought about these increases?

Aside from the fact that more members of Generation Z are becoming old enough to own their own smartphones and tablets, baby boomers are also jumping on the mobile trend. 65% of the minutes Americans ages 55 to 64 spend on digital media takes place via smartphone apps. That’s equal to the amount of time older members of Generation X (44–54-year-olds) spend on mobile smartphone apps.

That’s not to say that the younger generations aren’t still mobile’s primary users. 70% of the time Americans ages 13 to 17 years old spend on digital media is through their smartphone apps and 18- to 24-​year-​olds spend 72% of their digital media time on smartphone apps.

What are Americans as a whole doing with their mobile digital media minutes? Mobile devices represent 94% of digital time Americans spend playing online games. Americans are also spending a majority of their digital time on social media (mobile accounts for 92% of this category’s digital time) and entertainment (83%).

According to AudienceSCAN data on AdMall by SalesFuel, 26.4% of U.S. adults are Mobile Smartphone App or Text Ad Responders. Their audience profile holds data on which marketing formats are worth your client’s budget when targeting these consumers, what their future purchase intents include and what their standard lifestyles are. Similar information, including exactly how much mobile ads sway consumers can be found in all of of AudienceSCANs hundreds of audience profiles, from Millennials and Baby Boomers to iPhone and Android Smartphone Users.