The digital, online world is a mobile world.
And it’s only going to become more mobile in the next few years. More and more, desktop & laptop computers are being replaced by mobile devices: smartphones & tablets. What this means for digital marketeers is a shift in design, intention, execution and opportunities.
The Global Web Index, in its Trends 16 report on the state of digital marketing says we’ve already reached the tipping point when mobile devices are used more by some demographic groups than are PCs.
“Way back in 2011, it was just 51% of internet users who were getting online via these devices; fast forward to the close of 2015 and that figure now stands at 75% (rising considerably higher in certain demographic segments or markets),” states the report. “Nevertheless, 2016 marks a particularly important moment in this process: while smartphones have long challenged PCs/laptops when it comes to the most popular or commonly owned device, they’re now starting to overtake them in terms of time spent online too.”
Take, for example, the 16-to-24 year olds – the Millennials. The GWI research suggests they are spending 3.26 hours per day on a mobile device, almost 2 hours more than they spent per day in 2012. And using mobile devices more than they use PCs.
“Look instead at the oldest group of consumers in our research – the 55-64s – and the picture is quite different; this group spends just over 30 minutes per day online on their mobiles, with the figure having crept up only very slightly over the last few years,” says GWI.
In some regions of the world, the rapid transition is even more pronounced than in others.
“At the very forefront of the transition are fast-growth markets where internet penetration rates tend to remain relatively low and where online populations therefore have a younger age profile,” explains the GWI report. “The Middle East and Latin America are particularly prominent here, with Saudi Arabia being the first of GWI’s 34 countries to see the shift happen in 2016.”