How Tablets, Smartphones and Connected Devices are Changing Consumption Habits

October 14th, 2011 by BrightCloud

Today’s digital environment is rapidly evolving, driven by the proliferation of devices people use to consume content at home, at work and on the go.

With smartphones, tablets and other connected devices, consumers have become digital omnivores – not just because of the media they consume, but also in how they consume it.

A new report called Digital Omnivores analyses the impact of devices that connect consumers beyond the computer, it aims to shed light on the direction of the ever-evolving digital media landscape.

• What is the extent to which these devices have penetrated and are changing consumers’ media consumption habits?
• How do consumers utilize these devices separately and in tandem to access digital content?
• How does one effectively and efficiently reach these digital omnivores in a meaningful way?

Read the full report: Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits

Key findings

• Digital omnivores are a global phenomenon. In August 2011, five global markets (Singapore,UK, U.S., Japan and Australia) had more than 5 percent of Internet traffic coming from noncomputer devices, with Singapore leading the way at 7.2 percent.
• Mobile phones drive digital traffic around the world, while tablets are gaining steam. The share of non-computer traffic for the U.S. stood at 6.8 percent in August 2011, with two-thirds of that traffic coming from mobile phones and tablets accounting for much of the remainder.
• Increased WiFi availability and mobile broadband adoption in the U.S. are helping drive connectivity. In August 2011, more than one third (37.2 percent) of U.S. digital traffic coming from mobile phones occurred via a WiFi connection.  In August,nearly 10 percent of traffic from tablets occurred via a mobile network connection.
• Today, half of the total U.S. mobile population uses mobile media. The mobile media user population (those who browse the mobile web, access applications, or download content) grew 19 percent in the past year to more than 116 million people at the end of August 2011.
• The growth in mobile media use is driven by the increase in smartphone adoption. In the U.S., smartphone adoption has grown more than 50 percent in the past year, with 36.1 percent

 

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