Mobile phones have been a reality since 1973. Over the years, cell phone devices have evolved from the 1G network of the 1970s to 2G networks of the 1990s, 3G networks of the early 21 century and now, to today's 4G mobile networks. The 4G networks includes transmission rates of 20 Mbps, instant Internet service and Wifi and cellular connectivity.
Knowing the trends in mobile use enables commercial, public and private users to maximize mobile technology.
Today, the average mobile user experiences more than 5 hours of mobile engagement daily. This is a 20% increase over mobile use from even 2 years ago. Most of today's mobile use involves mobile apps as opposed to searches and use on a mobile browser.
In order to understand how people regard the Internet today leading global technology marketing corporations have compiled a detailed summary of the place that mobile use occupies in the lives of tech users today.
- Mobile use has overtaken cable use and today is the major mode of Internet access for users around the world. Most of the data about Internet usage comes from the United States and the United Kingdom with significant data also available from Germany, Italy and France. The numbers of mobile users has jumped from 400 million users in 2008 to over 2000 million users today.
- Desktop use is still high during the daytime when people like to do their work on a wide screen. However, tablet and smartphone use dominates in the evening and nighttime hours.
- Internet users prefer their smartphone devices for social media, quick checks of news sites and messaging. Desktops and tablets are still the preferred devices for other Internet engagement such as emailing and shopping. Entertainment activities such as watching videos and online gaming is fairly evenly divided between desktop and mobile usage.
The latest research shows that 90% of mobile users' Internet engagement is accomplished through mobile apps. Companies and industries that plan to publicize their products and services on mobile, use this data when deciding whether to develop a mobile-optimized site or a mobile app.
Messaging, games, utility and Facebook apps account for the greatest use of apps. However, many other businesses create apps for their individual sites that draw people to a product or service through mobile access. Users would, often, not otherwise identify an offer but do so thanks to the app offer.
Mobile Media Time
Advertisers have responded to the changes in how users experience mobile media time by increasing their digital ad spending. In 2015 mobile ad spending accounted for 49% of digital ad spending and that percentage continues to rise yearly.
Mobile searches are divided by product sector and the category of device. A recent industry breakdown shows that 72% of food and beverage searches are conducted on mobile, 68% of health searches are completed through mobile searches, 62% of lifestyle searches are on mobile and 56% of retail searches are done through mobile.
Interestingly, one of the lowest sectors for mobile searches is the entertainment industry. 42% of entertainment searches are accomplished on mobile. This includes video searches, searches for entertainment venues, slots play and other online gaming activities.
While mobile searches for entertainment venues is low, mobile use for entertainment use is high. That means that, once a person has identified the site on which he wishes to engage s/he moves to his/her mobile device to continue on that site.
Mobile Gaming Industry
Some interesting statistics regarding the mobile gaming industry:
- As of the end of 2016 there were over 800,000 mobile games offered on app stores. This is in addition to the tens of thousands of games that are available for gambling entertainment on online casino sites.
- Mobile game downloads continue to grow. Industry experts see no projected downturn in the coming years.
- Mobile gaming is as popular with women as it is with men. Research shows that smartphone and tablet gaming appeals to 49% of women and 51% of men while the majority of console gamers are men. Mobile gamers are generally older than console gamers. Some observers believe that since mobile gaming is so readily available and affordable, it's more attractive to both casual and hardcore gamers.
- Puzzle games are the most popular mobile games while 40% of gamers prefer slots and other action games. The retention rate of such games is 70% -- the highest – due, observers believe, to the fact that action games offer quick play and opportunities to achieve results quickly.
So we think it's fair to say....mobile use is here to stay. And, in fact, due to become a larger and larger part of our everyday environment.