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What is the % mobile share of total digital minutes?

Charts of the Day - New Research shows how mobile dominates digital minutes, but multiplatform use is huge as well

You will know that in most consumer marketing sectors, in most countries, we're well past the mobile tipping point where mobile web usage is more important than desktop measured by number of site visits.

Another way of looking at the importance of mobile is looking at the mobile share of digital minutes. This is measured by the large, international panel providers like comScore and in their latest report on Mobile’s Hierarchy of Needs they have a report that shows the importance of mobile in all countries.

So it's no longer a case of asking whether mobile marketing important, we know it is! It's now a question of using the statistics to understand how consumers behave when using different types of mobile devices, often alongside larger format devices and what their preferences are.

Many, I'm looking at you here Google, have used statistics like these to promote a fanatical 'mobile First' agenda, but this is misleading as another chart in this report shows:

Here you can see that in most countries multiplatform ownership dominates, so we switch between mobile and desktop, particularly when selecting products and services. Many of the mobile minutes come from social media, video and mail app usage (in all these countries the percentage of mobile minutes spent on apps is 80-90%), but when we select products we will still often turn to desktop to take the decision, particularly for high involvement decisions like travel and financial services.  So comScore's message, which I agree with, is to consider communications tactics for the multi-platform majority, except in the case of very young or old demographics which tend to mainly use mobile or desktop respectively

  • SourceApril 2017 Mobile’s Hierarchy of Needs report
  • Sample: comScore have panels of thousands of consumers in 75 countries monitoring their desktop, smartphone and tablet media consumption
  • Recommended resource: Mobile marketing hub page and strategy guide

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights.

Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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