It’s not surprising that digital media, as a percentage of total media consumption, officially surpassed TV in 2013. You can’t go anywhere without being surrounded by folks staring at a screen or tuned into their ear buds. We now travel unfettered by any previous Internet restrictions such as building walls or Internet cables, freed by the prevalence of wireless networks and Bluetooth connectivity.
These new patterns continue to gain traction, making not just a digital strategy, but also a mobile digital strategy more important than ever when it comes to marketing.
In 2014, US adults spent 47 percent of their total media consumption time on digital devices. When you drill down even further into this stat, it becomes apparent that the shift is being driven by mobile. Of the 47 percent of time spent on digital devices, 23 percent was spent on mobile devices.
Despite the stats revealing staggering mobile growth, there has historically been a disparity between the amount of time spent on mobile and tablet devices, and the amount of funds allocated to these mediums. Traditional ad spend still dominates the advertising portfolio but industry analysts expect this gap to start to narrow as ads become more optimized for mobile and tablet screens. According to the latest research, analysts predict that US digital advertising spend will overtake TV in 2016 and mobile ad spend will grow by a compounded annual growth rate of 43 percent by 2018, reaching $42 billion.
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