Last year, time with mobile grew 14%, to average 4 hours/16 minutes of daily use versus 2019. That growth rate was almost double that of 2019 over 2018.
EMarketer projects that by the end of 2023, the number will grow to 4 hours/35 minutes -- comprising a 35% share of all daily media time.
Future gains, however, will now come at slower single digit percentage gains, according to eMarketer projections -- 2.5%, 2.4%, and 2.2% for each of the years 2021, 2022, and 2023.
Perhaps the fascinating part for some is, mobile use in 2020 rose sharply amid a long pandemic disruption where people found themselves stuck at home -- and, in theory, not needing mobile devices.
Smartphone use, to no one’s surprise, comprises mobile’s largest piece -- a 72% share, projected to be 3 hours/10 minutes of daily use this year. It was up 18% in 2020 over 2019. Tablet use grew 6% in 2020 over 2019, to one hour/13 minutes.
So, if the pandemic has shed new light on the media, it probably revealed what people have known for a long time: We use mobile everywhere -- even when we are just sitting still and not moving.
And through the years, and also to no one’s surprise, mobile growth came hand in hand with decreasing landline phone use. So, if we are stuck at home -- without much person-to-person interaction -- connecting with someone via a phone is even more important.
So describing it as mobile device/usage can be a bit of misnomer. The pandemic has blurred many definitions of media use. Anything else coming?