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Tablet, smart TV and smartwatches are expected to eat into the dominance of mobile phones for internet browsing over the next year meaning that content marketing strategies need to continue to adapt to each device, according to a new report out this week.
The quarterly study of user behaviour by global mobile advertising network Buzzcity found that whilst mobile phones still dominated internet browsing amongst consumers – with 83% using the medium – the figure is actually down on 2014 when 86% of global users were using mobiles for internet browsing,
Tablets meanwhile accounted for 12% and smart TV for 10% of usage. Demand for smart TVs actually nearly doubled in the past year – up from 7% in 2014 to 12% in 2015. With 8% of those surveyed planning to buy a smartwatch in the next six to twelve months the mobile figure is expected to decline further. The study showed that whilst multi-device access, where users are surfing across two or more devices, is small currently at 9% the figure is expected to grow this year thanks to a proliferation of devices. One in ten (12%) use their laptops and PCs to access the internet....
Here's a great reminder that content must match with a wide range of devices and also must adapt constantly.