Mobile, mobile, mobile.
There is a seismic shift towards Mobile driven by the rapid adoption of smartphones. As smartphone penetration continues to rise, so will the percentage of the population that is “mobile dominant” or “mobile first”. While only 18% of smart phone users are “mobile dominant” currently, that percentage is estimated to grow to over 70% within the next five years.
Rise of the “Phablet”
Engagement time grows with screen size. This means mobile engagement time is on the rise since Phablets (phone + tablet, think iPhone 6+) experienced a +148% growth in usage. Phablets in many cases are replacing what we traditionally used tablets for, with full size tablets decreasing by -20%. The rise of the Phablet creates opportunities for richer, more engaging mobile experiences.
Mobile is the Platform, Video is the Medium.
Digital video consumption is on the rise. 18-64 year old Americans doubled their digital video habits while Facebook and Instagram alone saw a 75% growth year over year in video consumption, growing to over 3 billion video views per day. Mobile is making a big impact; of those 3B video views per day on Facebook and Instagram, an astounding 65% came from mobile. Part of digital video consumption’s growth is driven by the growth of Over the Top Television (OTT) – services such as Netflix, Hulu Plus, or HBO Go. OTT has given more control and customization to consumers while also allowing for a connected experience across multiple internet enabled devices.
Apps on Apps on Apps
Mobile apps are where we tend to spend the majority of our mobile time. For app creators, getting on the device seems like the holy grail but staying on it may be equally as hard, as new app downloads are in part driven by replacement. While 53% of new app downloads are motivated by a need for a specific task, 49% are to replace an existing app. Of those replacing apps, 34% say they replace apps weekly and 52% replace them monthly.