The Incredible Rise of Mobile

Five big questions re: the rise of mobile:
1) What share of adults own a smartphone?
2) What happened to landlines?
3) How much time do we spend online?
4) How much time do we spend with our phones?
5) What share of our online time is spent with video?

Big question #1: What share of adults own a smartphone?

Quick answer: 91% of Americans own a smartphone.

Smartphone operating system share according to eMarketer:
1) Android - 50.2%
2) iOS - 49.8%

Big question #2: What happened to landlines?

Quick answer: Landlines are below 30% penetration in the United States.  In 2000, it was 98%.

Big question #3: How much time do we spend online?

Quick answer: 7.5 hours per day

Share of time spent online by device according to eMarketer:
1) Mobile - 51%
2) CTV - 25%
3) Desktop/Laptop - 15%
4) Other - 9%

Big question #4: How much time do we spend with our phones?

Average mobile minutes per day (% change) according to eMarketer:
1) 2014- 1h 57m
2) 2024 - 4h 0m (↑ 105%)

Big question #5: What share of our online time is spent with video?

Quick answer: 45%

 Share of time spent with digital video:
1) CTV - 52%
2) Mobile - 38%
3) Desktop/Laptop - 10%

Flashback: Social Media Has Become a Video Powerhouse, but Do TV Advertisers Care?

Share of population streaming video on mobile according to Samba TV:
1) Gen Z - 89%
2) Millennials - 85%
3) Gen X - 70%
4) Baby Boomers - 42%
5) Silent - 17%