It’s well known that a mobile-first strategy is needed to fully engage and reach digital consumers. Smartphone ownership is virtually universal and the average internet user is spending 3 hours a day online on these devices.
This is especially true for the youngest consumers (16-24s). As well as spending the longest time online more generally, half of this online time is now taking place on a mobile. It’s a similar story for internet users across APAC, LatAm and MEA, regions that are approaching a point where they’ll be devoting more time to their mobiles than all other devices combined.
That said, there should be no forgetting the importance of a multi-device strategy. The average digital consumer continues to spend longer online on their PCs/laptops and tablets, and these devices remain the firm go-to for older consumers, as well as those in North America and Europe.