In the past year, worldwide mobile device engagement surpassed TV usage for the first time, becoming the primary screen activity. According to Comscore, users spend an average of 151 minutes per day on their mobile devices, compared to 147 minutes watching TV.
While the TV screen has dominated the advertising space for decades, 85% of TV viewers now report utilizing a secondary device, likely a smartphone, while watching TV. According to a study conducted by Millward Brown, the typical multiscreen user consumes 7 hours of screen media per day during a 5 hour viewing period. Surprisingly, the smartphone leads the way as the most time-consuming device, responsible for serving 2.5 hours of screen time per day.
Accordingly, advertisers have begun to recognize new opportunities in the mobile marketing space. In fact, mobile advertising is growing six times faster than desktop advertising, and according to several studies, mobile-ad-spending is expected to more than double during 2014, skyrocketing to over $10 billion dollars. Projections also show that in 2016, global mobile advertising spends are expected to outpace radio, magazine, and outdoor advertising combined.
As smartphone and tablet usage continues to grow, marketers will need to continue shifting ad spends to invest in multiscreen companies. Now, more than ever before, it is vital to include mobile marketing in all media plans seeking to reach the growing number of multiscreen users.