Since 2011, time spent engaging with media on mobile devices has increased 13.5 percent. The proliferation of smartphone and tablet consumption has driven content marketing strategies to new lengths, requiring brands to revamp their websites, SEO content and sales funnels. More, eMarketer forecasts that time spent surfing the web, sharing videos and interacting via social networks on mobile devices will surpass desktop and laptop activities for the first time this year.
According to the latest eMarketer data, U.S. adults will allocate 44.4 percent of their overall media time with digital channels in 2013, with 19.8 percent on mobile and 19.5 percent on laptops or desktops. The analysis calculated time spent regardless of multitasking, so if a consumer engaged with his mobile phone concurrent to his television, researchers credited time to each individual access point.
The report also looked at the most popular mobile activities, which include social media networking and video content sharing. Brafton previously reported that 92 percent of mobile video viewers went on to share content and their experiences with their friends and family members. In many ways, video and social media work in tandem to spark interest and provide consumers with channels on which they can voice their opinions of certain clips.
Brafton’s coverage looked at data from On Device Research, which highlighted that 85 percent of the videos consumed by mobile users were short-form clips. This suggests many people are accessing YouTube content from their video mobile applications and going on to share those media files with their personal networks across social hubs. With mobile consumption time about to surpass desktop and laptop usage, marketers must adjust their strategies to seize opportunities in this newly dominant space.