Upwardly Mobile: Smartphones Poised to Become the Preferred Screen

摘要

As mobile's penetration and omnipresence plays an ever-more-important role in consumers' lives, marketers face new and evolving challenges. Based on present trends, it's become clear that the smartphone, rather than being a "second screen," is destined to be the screen of choice. But what are the real numbers? Let's take a look. According to comScore, U.S. smartphone ownership has now reached nearly 200 million - or 79.3-percent penetration. Those owners spend an average of 3 hours, 8 minutes staring at their screens daily, according to eMarketer. Accen-ture reports that 87 percent of U.S. TV viewers do so with a second screen handy, with the smartphone comprising 42 percent of those companion devices. This idea is being affirmed by campaign results our agency is managing, where roughly 60 percent of unique visitor web traffic is occurring via mobile, with the remaining 40 percent on tablet and desktop.