Are You Marketing to Mobile-​Only Internet Users?

BY Courtney Huckabay
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Mobile users in the U.S. spend approximately two-​and-​a-​half hours per day with their devices, a figure that is creeping up on TV viewing time and that is one of the highest averages across key markets. That’s according to a recent report from comScore, which noted that mobile accounted for almost two-​thirds (65%) of digital minutes in the U.S. during May.

"Among the 13 countries measured, mobile captured a majority share of digital time in all countries," Marketing Charts reports. "Mobile-​only share of the digital population stood at 12% in the U.S. in May, up from 10% a year earlier. The mobile-​only share refers to the percentage of the digital population that only uses mobile devices to access the internet."

It's important for marketers to know 48% of Americans primarily use Android smartphones, and 51% of those users are female, according to new AudienceSCAN survey results.

"Interestingly, the study reveals that mobile-​only usage is not strongly correlated with age. One-​quarter of the young digital population across 10 selected countries (Brazil, Canada, China, France, India, Italy, Malaysia, Spain, UK and the U.S.) accesses the internet only via mobile devices. But that percentage remains quite steady among 25–34-year-olds (28%), 35–44-year-olds (26%) and those ages 45 and older (24%)."

They might have cut the cord, so be sure to make marketing messaging mobile too. The new AudienceSCAN study found 25% of Android Smartphone Users plan to purchase new phones or upgrade their phones during the next 12 months.

"Within the U.S., 14% of women access the internet only via mobile devices, compared to 11% of men."

"Some content categories lend themselves to mobile usage – and several are in fact used almost exclusively on mobile devices. For example, 80% of instant messaging users are mobile-​only across 14 markets tracked, while a high proportion of the digital audiences for weather (72%), job search (64%) and coupon (59%) categories – among others – are also mobile-only."

The new AudienceSCAN survey showed 28% of Android Smartphone Users redeemed or downloaded a coupon from mobile devices in the past six months.

"Overall, mobile averaged 78% of total digital minutes spent with social networking across the 14 markets in May, making social the most mobile-​heavy category. Mobile also accounted for a majority of digital time spent with retail (60%) and news/​information (59%) sites, and is close to cracking the majority threshold for travel (48%)."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.