Consumers live multi-device lifestyles, and decide many times a day which device to use for specific digital tasks. Understanding this “allocation” of activities provides insights into consumers, and guides strategies for connecting with them more effectively.
Obviously smartphones use has been growing for many years, but there is still more room for expansion. Statcounter reports that it was only in the fourth quarter of 2016 that smartphones accounted for a greater share of global Internet usage than desktops, and the mix has now stabilized at about 52% smartphone, 44% desktop and 4% tablet (not including app usage, which is obviously almost exclusively phone-based).
Full article published on MediaPost and available here.