Research firm eMarketer released new figures this week reporting that there are only 17.9 million desktop- and laptop-only Internet users in the U.S., a dip from 20.3 million the year before. Expect that number to keep declining, eMarketer said.
Meanwhile, the mobile phone is becoming the “default device” for Web access. That means designing ads and programming content for the smallest screen (as most creators are already doing) is quickly becoming the new baseline. The number of mobile-only users will reach 52.3 million by 2021, up from 40.7 million this year.
Many users rely on both desktop and mobile. More than three-quarters of Internet users will access the Web via both a mobile phone and a PC this year, but the growth in mobile-only use underscores the shifting nature of consumer viewing behavior toward the cell phone.
In other data news, while OTT usage has been growing at a rapid clip, so are cancellations. About 19% of users nix their over-the-top service within the first year, Parks Associates said.
While these churn figures are high, they don’t seem to be stopping this sector from growing. The key to long-term success for OTT providers will be in developing retention strategies to combat the churn, Parks said.
Meanwhile, TV consumption on Internet-connected devices, such as Roku, Apple TV and Google Chromecast, rose more than 50% year over year and comprised nearly 10% of total TV viewing for adults 18 to 49 in January, according to Pivotal Research.