Mobile internet consumption is now growing at the expense of all other media and 71% of internet consumption will be via mobile. The report, by media firm Zenith titled Media Consumption Forecasts, forecasts that the average time spent with mobile internet globally will grow 27.7% this year, while time spent with desktop internet will fall 15.8%. All traditional media will shrink this year-cinema (0.5%), outdoor (0.8%), television (1.5%), it says. Mobile technology is transforming the way people around the world consume media, and is expanding overall media consumption.

Desktop internet consumption grew rapidly in the early years of this decade, peaking at 52 minutes a day in 2014, up from 36 minutes a day in 2010. But desktop consumption is now in decline as users switch to mobile devices. In 2015 mobile overtook desktop to become the primary means of accessing the internet, and this it is forecasted that people across the world will spend on average 86 minutes a day using mobile internet, compared to 36 minutes using desktop internet. This means that 71% of internet consumption will be via mobile. The region most heavily skewed towards mobile internet consumption is Asia Pacific, where 73% of internet consumption is mobile, closely followed by North America, where the mobile share is 72%. Despite its recent decline, traditional television remains by far the most popular of all media globally, attracting 177 minutes of consumption a day in 2015. Internet consumption came second at 110 minutes a day. In India, television continues to account for 49% of the time spent and is the largest medium in urban markets. Out Of Home (OOH) is the second largest medium with 22% of urban time spent. Digital is the third largest medium. Digital now accounts for 16% of time spent in urban India, on all media, up from just 4% in 2010. 90% of digital time used to be on the desktop in 2010. Today, it has come down to 27%, with 73% being on mobile.

It has been cited that businesses are set to spend more on mobile Internet advertising than for ads seen via desktop computers for the first time in 2017. Zenith said it is expecting companies around the world to spend $99.3 billion on mobile Internet advertising in 2017, or 2 percent more than the amount it expects to be spent on ads seen on web pages on desktop computers. All of these developments are a result of internet accessibility in mobile. Mostly it provides traditional media owners the opportunity to reach people and places they’ve never had access to previously, and gives consumers entirely new ways to find and enjoy compelling content.

Source: telecomlive.com