Mobile Internet usage now represents more than a quarter of the total time spent with media, according to an updated forecast released this morning by Publicis’ Zenith unit.
The average person will spend an average of 122 minutes per day accessing the mobile Internet via browsers and apps this year, representing 26% of their daily time consuming media.
Zenith said the rate of mobile Internet expansion has begun to slow, but it nonetheless is driving incremental use for all forms of media.
The agency estimates time spent with mobile Internet will expand 19% this year, down from an average rate of annual expansion of 44% over the past six years.
“Some of this extra consumption time was cannibalized from traditional media, but the spread of mobile technology has given a boost to overall media consumption by allowing users to access more media, in more places, and at more times than ever before,” the report reads, concluding that the average person “spent 456 minutes consuming media in 2016, up from 411 minutes in 2010 – that’s an average increase of 2% a year.”
The agency’s forecasters predict that as mobile Internet usage matures, so too will its impact on generating incremental media usage.“After 2.7% growth in 2016, we expect overall media consumption to be essentially static in 2017, then grow by less than 1% a year to 2019,” the report finds.