Until recently, TVs were regarded as the most popular screen devices. This meant that consumers spent more time in front of their TV screens compared to other electronic devices. However, this trend has now shifted. According to a new report, smartphones dominate the daytime screen use. In other words, they have dethroned TVs as most popular screen devices.
A new research examined consumer’s multiscreen habits. It was based on a survey which included respondents from various countries. The report states that in the majority of them, smart mobile phones have become the primary screen. According to the study, the average user spends approximately 2.5 hours glued to his or her smartphone screen every day.
However, tablets’ share has also increased. Together with smartphones, mobile gadgets hold nearly 50% of all of consumers’ screen time.
In addition, the research has found that people rely on different device during the different times of the day. For instance, laptops and smartphones are mainly used during the day, while TVs and tablets peak in the evenings.
Also, users are not limiting themselves to just one device at a time. Mutliscreening has turned into a common practice for many consumers. For example, 35% of the screen time today consists of simultaneous use of a digital device (PC, laptop, smartphone, tablet) and a TV. In most of the cases, the simultaneous use consists of unrelated content (22%). Rarer are the cases in which users view related content simultaneously on their digital device and their TV.
Nevertheless, the screen time differs for every country and region that was examined in the study. As a start, Indonesia users are the most glued to their devices. They spend a combined average of 9 hours on their smartphones, TVs, tablets, laptops and etc. In contrast, consumers in Italy spend only 5 hours a day doing that. All in all, Asia was the most screen obsesses region, whereas Europe was less screen-bound. Screen time in the Middle East was found to be also above the average. Saudi Arabia, for instance, even managed to find a place in the global top 10.
According to the researchers behind, the report, these results clearly shows that the market has shifted. However, they do not advice marketers and advertisers to abandon TV. Instead, they explain that multiscreen campaigns are the best strategy they could adopt right now.
