When comScore releases reports, people tend to listen. This is because comScore’s reports are based on precise measurements and observations of internet habits. They are all about measuring audiences, brands and consumer behavior, and they are pretty well known for being good at it.
Their latest report, “2016 US Cross-Platform Future in Focus,” shows US businesses where their traffic comes from and in what areas growth is happening. The findings of the report only solidify some things that you, as a business owner or marketer, probably already know. First of all, the portion of time looking at a digital screen on mobile is up from 53% three years ago in 2013 to 65% in 2016. Desktop numbers are way down as well, which is only to be expected. In 2013, the share of digital time spent on desktops was 47%, and now it is 35%.
In addition, this report shows that digital and internet technologies which have both desktop and mobile access have the greatest audience sizes, as desktop users shrink and mobile users grow. This just shows how important it is to really be on top of your mobile game.
There are certain types of services that see even more of their traffic on Mobile. For example, Map and direction sites see 94% of their traffic on mobile, as people use their smartphones more and more, and only 6% of people still visit map sites online on their desktops, to presumably print out their directions which many would consider old school. However, those who access web portal sites, like Wikipedia or MSN still do so from a majority of desktop devices, with 69% of people using those to access those types of sites. Still though, 31% of people access them from mobile which is nothing to sneeze at.
If you haven’t been improving or at least thinking about your mobile strategy, it’s clear, the time to start is now.
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