These days, about two in every three people around the world use some form of mobile phone, and around four in every five of those devices are smartphones. (Source: Digital 2022 July Global Statshot Report) Since the end of 2018, mobile phones have accounted for more than half of the world’s “connected time” – and that share continues to increase. The latest GWI data indicates that mobile phones – previously our second screens – now account for 55.5 percent of the time we spend online, compared with 52 percent in the past year. My personal figure is likely to top 75 percent.
Mobile Internet is the key to smart homes, remote working, and augmented & mixed reality, so you don’t need a crystal ball to understand that it will be the dominant Internet channel in the future. Mobile Internet has also unlocked the rapid growth in advertising revenue from channels such as Instagram and TikTok. Ads now fill the majority of the timeline on these apps and deliver social commerce with no media discontinuity whatsoever.Continue reading