Smartphone apps now account for half of time spent on digital platforms in the U.S. The July 2016 data from comScore confirmed the trend of smartphone dominance, with the mobile devices securing 50% of digital time for the U.S. audience. The segment has been posting mostly steady growth upward since its 41% share in the July 2014 report. Desktops held just 32% in the survey, and even web use on smartphones only took 7%. Tablets had a 9% share for apps and just 2% for web.
Continued favoring of smartphones is worth notice for several facets of the audio industry. We’ve seen other data supporting mobile as the listening device of choice, particularly for younger generations. That means streaming services, radio, and any companies developing advertising products for them need to be focused on delivering a strong mobile experience. Smartphones are where you’ll find the eyes and ears of the contemporary consumer. Businesses will need to reach them in order to find success.