eMarketer US Mobile Time and Activities StatPack

eMarketer US Mobile Time and Activities StatPack

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Description: The eMarketer US Mobile Time and Activities StatPack contains charts, key stats, trends and forecasts that you can keep at your fingertips all year long. The StatPack is broken out into three sections: Time spent with mobile, by device, channel and activity, Leading activities conducted on smartphones, Leading activities conducted on tablets. Time spent with mobile is ticking upward while time with other media is dipping.

Time Spent with Media: Time spent with each medium includes all time spent with that medium, regardless of multitasking. For example, one hour of using a laptop while watching TV is counted as both one hour of TV and one hour of desktop/laptop usage.

 
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Contents:
July 2016

eMarketer US
Mobile Time and
Activities StatPack

Presented by

© 2016 eMarketer Inc.

Overview
The eMarketer US Mobile Time and Activities StatPack contains
charts, key stats, trends and forecasts that you can keep at your
fingertips all year long.
The StatPack is broken out into three sections:
Time spent with mobile, by device, channel and activity
Leading activities conducted on smartphones

Leading activities conducted on tablets

© 2016 eMarketer Inc.

Time spent with mobile is ticking upward
while time with other media is dipping

TV

4:16

4:12

Desktop/Laptop

2:49

Smartphone (nonvoice)
Tablet

2:47

2:28
2:22

2:31
2:24

Radio

1:34

1:32

Print

0:54

0:53

2016

US consumers who use both
smartphones and tablets will
likely spend more time per day
using their mobile devices than
watching TV, listening to radio or
reading print media.

2017
Average Time Spent per Day by US Adult
Users of Each Major Medium (hrs:mins)

© 2016 eMarketer Inc.

Time spent with media defined

Time Spent with Media:
Time spent with each medium includes all time spent with that
medium, regardless of multitasking. For example, one hour of
using a laptop while watching TV is counted as both one hour
of TV and one hour of desktop/laptop usage.

Smartphone

Tablet

Desktop/Laptop

Traditional Media

© 2016 eMarketer Inc.

Mobile time is mostly ‘app time’
5:16

Apps

3:15

Mobile Web

0:51

0:00
2016

3:23

0:52

App Time:
Entertainment and social sharing
activities—both immersive
activities—are frequently
conducted via apps on both
smartphones and tablets, which
drives up time spent with apps.

Mobile Web Time:
Mobile browser sessions
are frequent but fleeting.

2017

Average Time Spent per Day with Mobile Apps vs. Mobile Web
by US Adult Smartphone and Tablet Users (hrs:mins)

© 2016 eMarketer Inc.

Smartphone users are more engaged with
apps than tablet users

Smartphone time

82%
App

Tablet time

76%
App
0%

18%
Web

24%
Web
100%

Share of Average Time Spent per Day Using Apps vs. Mobile Browser
Among US Smartphone and Tablet Users, 2016 (% of daily mobile time total)

© 2016 eMarketer Inc.

All this ‘mobile time’ is
spent conducting a handful
of activities
The most popular activities
differ by device group

© 2016 eMarketer Inc.

Apps, search and social are the most
popular activities for US smartphone users

App Users

95.0%

App Installers

92.8%

Searchers

85.4%

Social Networkers

77.8%

Video Viewers

72.9%

Gamers

72.8%

Messaging App
Users

62.0%

Music Listeners

54.0%
0.0%

50.0%

100.0%

Activities Conducted by US Smartphone Users of All Ages, 2016
(% of total smartphone users)
© 2016 eMarketer Inc.

Activities defined

Mobile App Users: Mobile device users of any age who have used at least
one mobile app on their mobile device at least once per month; includes
smartphone and tablet app users.
Mobile App Installers: Mobile device users of any age who have installed at
least one mobile app on their mobile device during the calendar year; includes
paid and free apps; includes smartphone and tablet users.

Mobile Search Users: Mobile phone users of any age who search on mobile
phones at least once per month via mobile browser or app.
Mobile Social Networkers: Mobile device users of any age who have used at
least one mobile app on their mobile device at least once per month; includes
smartphone and tablet app users.

© 2016 eMarketer Inc.

A majority of the US population will search
the internet via a smartphone in 2016

250

100%

215.4

176.9
125

64.9%

54.6%

0

In 2019, nearly two-thirds of the US
population will regularly conduct
searches on their smartphone
0%
2016

2017

2018

US Smartphone Search Users (% of population)

2019

2016

2017

2018

2019

US Smartphone Search Users (millions)

The number of US mobile search
users continues to rise.
Increasingly, smartphone users are
turning to specialized apps like Yelp
or Amazon to find information or
products.

© 2016 eMarketer Inc.

Social networking is predominantly mobile

86.8%

of US social networkers
will use a smartphone
to access social
networks in 2016
Share of Social Networkers that Access Social Networks on a
Smartphone, 2016 (% of social networkers)

© 2016 eMarketer Inc.

Growth in the number of US smartphone
social networkers will level off in 2019
350

20%

U.S. Population
10%

7.8%

182.5

161.1

In 2019, 55% of
the US population
will regularly
access social
networks on a
smartphone.

0
2016

2017

2018

US Smartphone Social Networkers (millions)

2019

0%
2016

2.9%
2017

2018

2019

YOY Growth in US Smartphone Social
Network Users (YOY growth %)

The number of US smartphone
social network users will increase
at single-digit rates each year, but
slow considerably in 2019.

© 2016 eMarketer Inc.

Instagram has the highest rate of mobile use
among social networks in the US
Twitter

Instagram
100%

Facebook

100%

100%

99%

99%

93.4%
90.7%
89.9%
85.6%
80%
2016

2017

2018

2019

Instagram Smartphone User Share
(% of total US Instagram users)

Instagram and Twitter have
smaller user bases, and mobile
users comprise a larger share of
total users.

80%
2016

2017

2018

2019

Twitter Smartphone User Share
(% of total US Twitter users)

Another reason Twitter and
Instagram  are  more  “mobile”  is  
that the design of both platforms
is inherently mobile friendly.

80%
2016

2017

2018

2019

Facebook Smartphone User Share
(% of total US Facebook users)

Facebook’s  user  base  is  
mostly  “mobile,”  but  not  as  
“mobile”  as  Instagram  or  
Twitter.

© 2016 eMarketer Inc.

Facebook has the largest number of US
smartphone users
Instagram

Facebook
175

158.3

139.5

Twitter
175

175

110.5
88.5

63.4

51.0

0
2016

2017

2018

2019

Facebook US Smartphone Users
(millions)

0
2016

2017

2018

2019

Instagram US Smartphone Users
(millions)

0
2016

2017

2018

2019

Twitter US Smartphone Users
(millions)

© 2016 eMarketer Inc.

Activities defined

Mobile Gamers: Mobile users of any age who play games on mobile phones
or a tablet at least once per month; excludes preinstalled games on feature
phones.
Mobile Messaging App Users: Mobile phone users of any age who use an
over-the-top (OTT) messaging app via mobile phone (browser or app) at least
once per month. An OTT messaging app provides private one-to-one or one-tomany communication between registered users (via mobile phone number or
user ID), where messages and calls (voice or video) are then transmitted via
data connections and the mobile web.
Mobile Video Viewers: Mobile users of any age who watch streaming or
downloaded video content via mobile phone or tablet (browser or app) at least
once per month.
Mobile Music Listeners: Mobile users of any age who listen to music on
mobile phones or tablet via direct download or live stream at least once per
month; excludes sideloaded music, ringtones and ringback tones.

© 2016 eMarketer Inc.

In 2016, US smartphone gamers will grow by
double digits, then slow in 2017

20%

250

184.9
12.3%

Year-over-year growth rates will
taper off going forward as the base
of smartphone users expands

150.8
125

10%

5.3%

0
2016

2017

2018

2019

US Smartphone Gamers (millions)

0%
2016

2017

US Smartphone Gamers (YOY growth %)

2018

2019

Over the next four years, 34 million
people will join the US smartphone
gaming audience, which will total
just under 185 million individuals by
the end of 2019.

© 2016 eMarketer Inc.

US mobile messaging app users will grow by
double-digit percentages through 2018

250

20%

177.0
128.6

13.9%

125

9.6%

10%

Growth is being fueled by
consumer interest in social sharing
on a one-to-one or one-to-few
basis, rather than broadcasting
updates to a large network
0%
2016

2017

Mobile Messaging App Users
(YOY growth %)

2018

2019

0
2016

2017

2018

2019

Mobile Messaging App Users (millions)

Adoption of messaging apps by
the youngest demographic groups
will continue to drive the expansion
of the mobile messaging audience
in the US.

© 2016 eMarketer Inc.

The majority of US smartphone users will
continue to use messaging apps

2016:

62.1%

2019:

74.7%

Share of US Smartphone Users Who Use Messaging Apps, 2016 and 2019
(% of smartphone users)

© 2016 eMarketer Inc.

Social sharing is driving up the number of US
smartphone video viewers

14%
200

174.8
151.0

8.9%
The rising number
of videos shared
via social
networks and
mobile messaging
apps is fueling
growth of the
US smartphone
video-viewing
audience.

7%

3.6%

0%
2016

2017

2018

2019

US Smartphone Video Viewers
(YOY growth %)

0
2016

2017

2018

US Smartphone Video Viewers
(millions)

2019

Growth rates will naturally decline
as the US smartphone
video-viewing audience expands.

© 2016 eMarketer Inc.

Most US digital video viewers watch videos
on a smartphone

70.8%

of US digital video
viewers will regularly
watch videos on a
smartphone in 2016
Share of US Digital Video Viewers Who Watch Videos
on a Smartphone, 2016 (% of digital video viewers)

© 2016 eMarketer Inc.

US smartphone music listeners continue to
rise due to music streaming apps
14%

150

12.3%

134.3
111.9
The smartphone
music listening
audience will
grow steadily
over the next
three years.

75

7%

0%
2016

4.8%

2017

2018

2019

US Smartphone Music Listeners
(YOY Growth %)
0
2016

2017

2018

US Smartphone Music Listeners
(millions)

2019

This growth will be largely due to
the growing popularity of music
streaming apps like Pandora,
Spotify and iTunes.

© 2016 eMarketer Inc.

The majority of US digital music listeners
regularly tune in using their smartphone

62.1%

of US digital music
listeners will regularly
listen to music on a
smartphone in 2016
Share of US Digital Music Listeners Who Listen to Music on a
Smartphone, 2016 (% of digital music listeners)

© 2016 eMarketer Inc.

Activities defined

Mobile Shoppers: Mobile device users ages 14+ who have used their mobile
device to browse, research or compare products via web browser or mobile
app during the calendar year, but have not necessarily made a purchase via
mobile device; includes smartphone and tablet users.

Mobile Buyers: Mobile device users ages 14+ who have used their mobile
device to make at least one purchase via web browser or mobile app during the
calendar year; includes smartphones and tablets.
App Buyers: Mobile device users ages 14+ who have purchased at least one
app via an app store for use on their mobile device during the calendar year;
excludes virtual goods and subscriptions; includes smartphones and tablets.

Proximity Mobile Payment Users: Proximity mobile payment users are
mobile phone users who have made at least one proximity mobile payment
transaction in the past six months. A proximity mobile payment is a
point-of-sale (POS) transaction made by using a mobile device as a payment
method. Includes scanning, tapping, swiping or checking in with a mobile
device at the POS to complete transaction; excludes purchases of digital goods
on mobile devices, purchases made remotely on mobile devices that are
delivered later on and transactions made via tablets.

© 2016 eMarketer Inc.

8 out of 10 US smartphone users shop on
their phone, but less than half buy something

100%

Buyers
App Buyers

86.0%

44.5%

Shoppers

84.0%

46.2%

35.5%

35.3%
27.0%

19.0%
Proximity Mobile
Payment Users
0%
2016

2017

2018

Less than one half of US
smartphone users will buy
products or apps through
their phone.

Roughly a quarter will use their
phone to pay for a product or
service in a store (a proximity
mobile payment).

Activities Conducted by US Smartphone Users
(% of smartphone users)

© 2016 eMarketer Inc.

Smartphone shoppers are on the rise as
consumers’ comfort with mobile grows
14%

11.1%

200

The 165.8
million US
smartphone
shoppers in
2016 will
represent
78.5% of all
US digital
shoppers.

195.8
165.8
7%

4.5%

100
0%
2016

2017

2018

2019

US Shoppers on
Smartphones (YOY growth %)
0
2016

2017

2018

US Shoppers on Smartphones
(millions)

2019

Double-digit growth in 2016 will
be the result of consumers
becoming more comfortable with
mobile shopping. Growth will slow
as the audience size expands.

© 2016 eMarketer Inc.

US smartphone buyers will increase by
double-digit rates in 2016
150
14%

12.2%

Growth Drivers:
Smartphones with large
screens are making it
easier for consumers to
shop—and to buy.

105.6

87.8
75

7%

4.9% Android Pay and Apple
Pay are facilitating in-app
purchasing.

0

2016

0%
2016

2017

2018

2019

Buy buttons are popping
up on many major social
media platforms.

US Buyers on Smartphones (YOY growth %)

2017

2018

2019

US Buyers on Smartphones (millions)

Soon, more than 100 million US
consumers will regularly buy
products using a smartphone.

© 2016 eMarketer Inc.

Activities defined

Mobile Coupon Users: Mobile device users ages 18+ who used their device
to redeem coupon/code obtained from app, mobile internet, QR code/other
mobile barcode or SMS for online or offline shopping at least once during the
calendar year; includes group-buying coupons purchased via mobile device.
Includes smartphones and tablets.
QR and Barcode Users: Mobile phone users ages 18+ who use their phone to
scan a barcode at least once during the calendar year.

© 2016 eMarketer Inc.

A majority of US smartphone users will use
mobile coupons; fewer will scan barcodes

Mobile Coupon
Users

53.8%

30.0%

QR and Barcode
Users
0%

100%

Share of Mobile Coupon and QR/Barcode Users Among US
Adult Smartphone Users, 2016 (% of adult smartphone users)

© 2016 eMarketer Inc.

Activities defined

Mobile Travel Researchers: Mobile device users ages 18+ who researched
travel information prior to a trip via mobile device at least once during the
calendar year but did not necessarily book; includes tablets and smartphones.
Mobile Travel Bookers: Mobile device users ages 18+ who booked travel via
mobile device at least once during the calendar year; includes smartphones
and tablets.
Mobile Banking Users: Mobile users ages 18+ who access their bank, credit
union, credit card or brokerage account via mobile browser, app or SMS using
a mobile device at least once per month; excludes virtual wallet services
(e.g., PayPal, Google Wallet); includes smartphones and tablets.

© 2016 eMarketer Inc.

More US smartphone users are also turning
to their phone to research and book travel

140

Smartphone Travel
Researchers

117.9

Smartphone Travel
Bookers

68.4

90.2

Now
In 2016, one-half of US
smartphone users will use
their phone to make travel
plans, and one-quarter will
book a trip on their phone.

70

Soon
Roughly one-third of
US smartphone users
will book travel using a
smartphone in 2019.

47.0

0

2016

2017

2018

2019

US Smartphone Travel Researchers and Travel Buyers
(millions)

© 2016 eMarketer Inc.

The number of US mobile payment users will
skyrocket in 2016 (albeit from a small base)

100

75%

61.8%

69.8

50%

50

37.5

0%
2016

0

2016

18.6%

25%

2017

2018

2019

US Proximity Mobile Payment Users
(millions)

Just under one-fifth of US smartphone users will use their
phone to pay for goods at the point of sale in 2016. In 2019,
nearly one-third of US smartphone users will do so.

2017

2018

2019

US Proximity Mobile Payment Users
(YOY growth %)

Rapid adoption is expected in
2016, and double-digit growth
is projected through 2019.

© 2016 eMarketer Inc.

Banking by smartphone has become a habit
for over 100 million US consumers
150
75%

127.5
60.5%

101.2

55.0%
75
50%

Expect more than half of US adult
smartphone users to bank via smartphone
at least once per month in 2016

0

25%

2016

2017

2018

2019

Smartphone Bankers (millions)

0%
2016

2017

2018

2019

2016 will be a milestone year
for mobile banking, as the
number of US users will top
100 million.

Smartphone Bankers (% of US adult smartphone users)

© 2016 eMarketer Inc.

Smartphone activities are
varied, but tablet activities
center around shopping and
entertainment

© 2016 eMarketer Inc.

Shopping and buying are the most popular
activities among US tablet users
100%

Tablet Shoppers

91.4%

90.5%

Nearly all US tablet users
shop with those devices.

71.0%

70.0%

More than two-thirds of all
US tablet users will
regularly make a retail
purchase on their device.

43.3%

Tablet Buyers

Almost half of US tablet
users will buy apps for
their device.

50%

Tablet App Buyers

43.6%

0%
2016

2017

2018

Activities Conducted by US Tablet Users Ages 14+ (% of tablet users )

© 2016 eMarketer Inc.

Tablet users are more likely than other
mobile shoppers to hit the buy button

77.3%

of those who shop on
a tablet will make a
purchase on a tablet
US Mobile Buyers on Tablets, 2016 (% of US mobile shoppers on tablets)

© 2016 eMarketer Inc.

Most US tablet users hunt for coupons on
their tablets

51.2%
of US tablet users
will regularly use
mobile coupons to
make purchases

Mobile Coupon Users on Tablets, 2019 (% of US adult tablet users)

© 2016 eMarketer Inc.

A majority of US tablet users will research
travel on their device; fewer will book trips
100

Researching

Now
Just over half of US tablet users
(68.4 million) will investigate travel
options on a tablet in 2016.
27% of US tablet users
(36.6 million) will book a trip via a
tablet this year.

87.6

68.4
Booking

51.1

36.6

0
2016

2017

2018

Soon
Roughly one-third of US
tablet users (51.1. million)
will book travel using a
smartphone in 2019.

2019

US Tablet Travel Researchers and Bookers (millions)

© 2016 eMarketer Inc.

Tablets are entertainment centers and apps
are users’ main gateways to content

App Users

88.5%

App Installers

86.1%

Gamers

72.5%

Social Networkers

69.0%

Video Viewers

64.3%

Music Listeners

49.2%

0.0%

50.0%

100.0%

Activities Conducted by US Tablet Users of All Ages, 2016
(% of total tablet users )
© 2016 eMarketer Inc.

More than 40% of the US population will be
tablet gamers by 2019
100%
170

135.9

120.9
37.3%

41.0%

85
0%
2016

2019

US Tablet Gamers
(% of population)

0

2016

2017

US Tablet Gamers (millions)

2018

2019

More than one-third of the US
population will regularly play
games on a tablet device
annually through 2019.

© 2016 eMarketer Inc.

Nearly two-thirds US social networkers
connect with friends via tablets
150

126.5

115.0
100%

63.5%

62.0%

0
2016

2017

2018

2019

Tablet Social Networkers (millions)

0%
2016

Tablet Social Networkers
(% of US social networkers)

2019

115 million tablet users
(35.5% of the US population)
will regularly access social
networks on their tablets in
2016.

© 2016 eMarketer Inc.

Just over half of US digital video viewers will
watch videos on a tablet
150

120.5
107.2
100%

52.7%

50.3%

0
2016

2017

2018

2019

Tablet Video Viewers (millions)

0%
2016
Tablet Video Viewers
(% of US digital video viewers)

2019

New viewers in the youngest and
oldest age groups, as well as
expanding content options, will
boost the US tablet
video-viewing audience.

© 2016 eMarketer Inc.

A minority of US digital music listeners will
download and stream music on their tablets
150

100%

90.6

82.0

46.9%

45.5%

0

2016

2017

2018

2019

Tablet Music Listeners (millions)

0%
2016
Tablet Music Listeners
(% of US digital music listeners)

2019

Popular streaming services such
as Pandora and Spotify are
driving US growth in music
listening on tablets.

© 2016 eMarketer Inc.

There remains significant room for growth
for tablet banking in the US
100%
100

71.2
60.6
50

48.8%

45.2%

Just under half of US adult
tablet users will regularly
conduct banking activities on
their tablets through 2019.
0%
2016

2017

2018

2019

0
2016

2017

2018

2019

US Tablet Banking Users (millions)

The number of US tablet bankers
will grow steadily but not exceed
75 million before 2020.

Tablet Banking Users (% of US adult tablet users)

© 2016 eMarketer Inc.

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Wait…there’s more!
This US Mobile Time and Activities StatPack is one of four sections making up the
eMarketer US Mobile StatPack—available to eMarketer PRO customers.
The full US Mobile StatPack provides a visual overview of roughly 100 eMarketer
mobile estimates, including current year and forward-looking estimates for the
following:
Mobile device usage—mobile phones, smartphone, tablets and wearable devices
Daily time spent with smartphones and tablets
The leading activities conducted on smartphones and tablets

eMarketer’s outlook on mobile spending, including mcommerce, mobile payment
transactions and mobile advertising

Schedule a personalized demonstration or request a quote today.
Go to eMarketer.com, call 212-763-6010, or email sales@emarketer.com.
© 2016 eMarketer Inc.

Definitions and Methodology
Definitions
Mobile phone users are individuals of any age who own at least one mobile phone and use the phone(s) at least once per
month.
Smartphones are any voice handset with an advanced operating system (e.g., Android, BlackBerry, iOS, Windows Phone,
etc.) and features/capabilities that resemble a PC.
Smartphone users are individuals of any age who own at least one smartphone and use the smartphone(s) at least once
per month.
Tablets are touchscreen devices with a color display ranging from 5 inches to 14 inches, a Wi-Fi connection or mobile data
plan and an advanced operating system such as Android, BlackBerry, iOS or Windows. Though some have detachable
keyboards, touch is the primary interface. Excludes devices with a cellular voice connection. Examples include Amazon
Kindle Fire, Apple iPad, Google Nexus 7 or 10, Microsoft Surface and Samsung Galaxy Tab.
Tablet users are individuals of any age who use a tablet at least once per month.

Methodology
Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; historical trends;
internet and mobile adoption trends; and country-specific demographic and socioeconomic factors. eMarketer’s forecasts
and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies,
media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is
weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts,
with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of
available data means the forecasts reflect the latest business developments, technology trends and economic changes.

© 2016 eMarketer Inc.