Slowdown Ahead In The Growth Of Mobile Device Usage

Consumers’ time spent with mobile devices continues to grow, but small-screen usage is slowing. The amount of non-voice time, including browsing and app use, spent on mobile devices—tablets and smartphones—is forecast to grow 11.3 percent in 2015, to two hours and 54 minutes per day, reports eMarketer. However, growth should slow to around nine percent in 2016, when adults are expected to spend an average of three hours and eight minutes on mobile devices.

“As the data shows, a large majority of American adults are already using mobile devices,” says eMarketer forecasting director Monica Peart. “This means there will be fewer new smartphone and tablet users added each year. Also, the number of activities currently possible on mobile devices limits the amount of time a user can spend per day. For these reasons, growth in the amount of time spent on mobile devices will slow down significantly.”

Growth in the segment is expected to primarily come specifically from app use. In 2015, eMarketer forecasts that smartphone and tablet users will spend an average of three hours and five minutes per day using mobile apps, up from two hours and 51 minutes in 2014. In 2016, they are expected to spend three hours and 15 minutes using apps. Mobile browser use should remain flat between now and 2016, at 51 minutes.

Read more on eMarketer’s findings here.

filed under industry-news | october-2015
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