How Mobile Ownership Is Changing The Ad World

Welcome to the first of our four part series on how mobile is the format of the future.

How can we be so sure that the revolution will be mobilized? Let us show you.

MOBILE OWNERSHIP

Of people who can access the internet VP Manufacturing Production Email Lists around the world, 87% have smartphones. Even amongst the general population, the global ownership of smartphones is almost 50%.

In the United States, 68% of adults own smartphones, and research shows there’s no statistically significant difference in ownership between racial and ethnic groups.

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Just looking at cellphones generally, 92% of American adults own a cell phone. When you look at the 18-29 age group, that number leaps to 98%.

And it’s not that our overall number of tech devices have been increasing. Ownership for desktops and laptops have stagnated and ownership of e-readers and tablets have actually decreased.

Only smartphone ownership has increased consistently, year over year.

MOBILE USE
Using our mobile has crept its way into almost every aspect of our lives. American adults have increased their average daily time on their mobiles by 47%.

During that same time period, their daily TV intake has decreased 12%. And in worse news for TV advertisers, most Generation X and Millennial adults say they use their mobile or digital devices while watching TV.

Bottom line? No matter what we’re doing, most of us are paying attention to our mobile device.

MOBILE ADDICTION?

It may not be in the DSM yet, but the numbers show that American adults are pretty addicted to using their mobile phones.

Almost three-quarters of smartphone owners in the United States say they keep their smartphone on them at all times.

Even more ridiculous (and I include myself in that) is the fact that almost half of us check our phones upwards of 30 times a day. When you narrow that to just the Millennial age group, that percentage grows to 62%.

We often don’t even make it out of bed before we reach for our phones. When polled, 44% of Americans aged 19-34 said they check their phone and/or email before they do anything else in the morning.

And if it’s not email, 87% say they are checking either Facebook or Instagram first. Because clearly, nothing is more important at 6am than seeing the latest status updates.

We can’t even leave the house without reaching out into the internet world. A whopping 83% of that same age group check their phones before leaving home.

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