More than half digital screen time is spent on mobile

Rosie Baker
By Rosie Baker | 8 August 2014

The mobile is not the second screen anymore – it's the screen. More than half the time people spend with digital screens is on mobile. Marketers not spending 25% of digital budget on mobile should be asking themselves why, according to the IAB.

Aussies spend 52% of digital screen time on mobile, according to the second round of data in the IAB / Nielsen Mobile Audience Panel Pilot study.

People spend 38 hours a month on laptops and desktops, 29 hours on smartphones and 24 hours on tablets.

Most of the time on mobile (86%) is spent using apps. Mobile and tablet use is geared around social and gaming. News accounts for 14% of time spent on mobile devices – more than the 11% spent in the US.

IAB Australia director of research, Gai Le Roy, said: “If you compare Australians' behaviour on their phones to Americans, you find that we are incredibly social with nearly half of all application time being spent on social networking brands. We have seen for many years that Australians are heavy users of social media across all platforms.

“Marketers should keep in mind that consumers are device agnostic, but when it comes to design, measurement and marketing there need to be different considerations.”

Mobile is expected to account for 25% of digital display advertising in the next set of quarter ad revenue figures, which will cover the June quarter and will be released in August by the IAB.

Le Roy added that marketers who are not spending a quarter of their digital budgets on mobile “should be asking themselves why not".

Broadcast TV represents 57% of screen time - 93 hours, according to the latest OzTam Australian Multi-Screen Report, while mobile represents 22% (phone and tablet) and desktop 21% of all screen time.

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