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American adults spend more time on their smartphones than ever before

American adults spend more time on their smartphones than ever before

It didn’t take long for smartphones to transcend from being just the latest gadget fad to a valuable tool to everyday life. Americans are using their smartphones and tablets to do everything from compare prices to locate nearby stores – and that’s on top of traditional mobile phone functions such as talking and texting. As such, the amount of time people spend on their phones is also on the rise, according to a new report from Jumptap and comScore.

The study found that smartphone and tablet devices account for approximately half of adults’ time spent online. Predictably, that number is even higher among 18- to 24-year-olds, who spend 59 percent of their online time using smartphone and tablet devices. However, consumers still deem desktop computers better for some activities than others, which affect how marketers engage them

“The share of Internet time represented by mobile devices differs greatly from one category to the next,” MarketingCharts added. “For example, together they account for just 24 percent of time online with the automotive category and 32 percent of time spent with TV sites (an outsized 20 percent of which is on tablets). By contrast, two-thirds of social media time goes to smartphones and tablets, as does 82 percent of online gaming time and 92 percent of online radio time.”

ComScore’s study was also quick to note that while the majority of young American adults used both traditional desktop computers and mobile phones to browse the Web (65 percent among consumers between the ages of 18 and 24), PC-exclusive is not much more popular than mobile only. Approximately 22 percent of young U.S. consumers used PCs only to go online, compared to 13 percent of mobile-only consumers.

Adjusting email advertising campaigns for mobile devices
For business owners, the ascent of smartphones and tablets should illustrate the importance of fine-tuning email advertising initiatives for both mobile devices and standard desktops. The number of desktop-only users is dwindling, so prioritizing exclusively on that audience may cost brands in the long run.

With 78 percent of young consumers either using mobile phones exclusively or some combination of mobile and desktop PCs, it’s critical that brands optimize their email advertising campaigns for smartphones and tablets as well. This will allow companies to maximize exposure and ensure the readability of display units.