#研究分享#【最新研究显示:用户使用智能手机的时间超过看电视】

#研究分享#【最新研究显示:用户使用智能手机的时间超过看电视】根据emarketer基于美国用户的最新研究,2019年美国成年人平均花费在移动设备上的时间约为3小时43分钟,略高于花费在电视上的3小时35分钟,这是用户使用移动设备的时间首次超过看电视的时间。用户通常会在移动设备上使用应用程序和移动浏览器,数字音频是最常用的app,其次是社交app。预计到2020年,随着用户对移动设备的过度使用引发的不安情绪,智能手机的使用时长将趋于平稳。但毫无疑问,数字化营销策略必须与用户消费习惯的转变相结合,电视广告目前仍然有效,但在更廉价、流行的移动体验面前,需要重新考虑你的策略和方法。

People Are Now Spending More Time on Smartphones Than They Are Watching TV

This chart marks a significant shift for marketers.

According to new research from eMarketer, in 2019 - "for the first time ever, US consumers will spend more time using their mobile devices than watching TV, with smartphone use dominating that time spent."

Mobile vs TV time spent chart

I mean, we've seen this coming for some time, but still, it's a significant shift.

As per the report:

"The average US adult will spend 3 hours, 43 minutes (referenced as 3:43) on mobile devices in 2019, just above the 3:35 spent on TV. Of time spent on mobile, US consumers will spend 2:55 on smartphones, a 9-minute increase from last year. In 2018, mobile time spent was 3:35, with TV time spent at 3:44."

The average consumer is also now spending 2:57 in apps, versus 0:26 in mobile browsers. Listening to digital audio (music and podcasts primarily) is the most common app usage, while social network activity comes in second.

As noted, the significance of the mobile shift has long been a known factor, but it is worth highlighting the point at which the threshold is crossed, and we see consumer habits focus increasingly on their mobile devices, as opposed to the more communal TV experience.

And that's where eMarketer predicts a future downturn in the same:

"Consumers’ use of smartphones will continue to make up the majority of their media consumption, but we predict that use will plateau by 2020, as consumers become increasingly uneasy about overuse of mobile devices."

No doubt your marketing strategies are already re-aligned with the modern consumption shift, but again, it is worth noting this change, and taking stock of how people are now spending their time. TV advertising is still highly effective, but the cheaper - and now more popular - mobile experience could prove more beneficial, depending on your approach.

文章:People Are Now Spending More Time on Smartphones Than They Are Watching TV

作者:Andrew Hutchinson

来源:Social Media Today

链接:https://www.socialmediatoday.com/news/people-are-now-spending-more-time-on-smartphones-than-they-are-watching-tv/556405/


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