Research

Connected Consumers: Gaining Insights Across Screens

Overview

The Connected Consumers: Gaining Insights Across Screens report takes a closer look at the online, connected digital universe and how consumers use multiple devices to access the internet that includes trends showing the majority of time being spent on mobile. Key insights focus on how three demographics, Millennials, GenX, and Baby Boomers access this content. 

Highlights

Year-over-year, multi-device users grew 13% to exceed 160 million people in the US, while PC only users declined 34% and mobile-only users experienced 32% growth. Within mobile, smartphone users grew 17%, while tablet users grew 164%.

 

For the 160 million multi-device consumers, mobile devices continue to capture consumers’ attention and time. These consumers spent twice as many minutes on mobile than with a PC.

 

Time in mobile exceeded PC in key lifestyle categories as mobile remains crucial for accessing digital content. Time on TV grew 8% for tablets, and 4x this rate for smartphones. For retail, consumers shop almost twice as much on mobile than PC. 

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