US MOBILE TIME SPENT - Insider Intelligence
November 2020US MOBILETIME SPENTLockdowns Augment Gains in TimeSpent with Mobile DevicesWith mobile devices serving as a lifeline to the outside world amid stay-at-homeorders, time spent on smartphones and tablets has jumped. This eMarketerReport reviews our latest forecast for US mobile time spent, highlighting thecoronavirus effect on our numbers while examining trends that pre-date and willpersist beyond the current crisis.presented by
Dear eMarketer Reader,eMarketer is pleased to make this report, US Mobile Time Spent: LockdownsAugment Gains in Time Spent with Mobile Devices, available to our readers.This report is a great example of eMarketer data and insights, and reviews our latestforecast for US mobile time spent, highlighting the coronavirus effect on our numberswhile examining trends that pre-date and will persist beyond the current crisis.We invite you to learn more about eMarketer’s approach to research andwhy we are considered the industry standard by the world’s leading brands,media companies and agencies.We thank you for your interest in our report and InMobi for making it possible tooffer it to you today.Best Regards,Nancy Taffera-SantosNancy Taffera-SantosSVP, Media Solutions & Strategy, eMarketereMarketer, Inc.11 Times Square, Floor 14New York, NY 10036www.emarketer.comnancyts@emarketer.com
US MOBILE TIME SPENT 2020: LOCKDOWNS AUGMENT GAINS IN TIMESPENT ON MOBILE DEVICESWith mobile devices serving as a lifeline to the outside world amid stay-at-home orders, time spent on smartphonesand tablets has jumped. Though the pandemic has accelerated some long-term trends, such as increased time withmobile video and gaming, this unfamiliar situation has also reversed other trends and introduced new behaviorsthat may last beyond 2020.How has mobile time spent changed over thepast year?Some trends we expected this year were already evidentprior to the coronavirus pandemic, including increasingtime spent with streaming audio, video, gaming andsocial media. COVID-19 has, if anything, accelerated manyof these trends.How has the coronavirus pandemic influenced dailytime spent on mobile devices?The average US adult will spend 23 additional minutesper day on their smartphones in 2020, a big increase fromour pre-pandemic estimates. Tablet time will also gain2 minutes, a reversal from the slight decrease we hadexpected before the pandemic.Which content categories have gained themost minutes?All major app categories are up, but social networkinghas gained the most extra minutes: 11 minutes per dayfor the average adult, followed by mobile video with 10minutes. Messaging is expected to rise by 4 minutes.By comparison, digital audio will gain just 2 minutes—well below its pre-pandemic trajectory—and the “other”category, which includes maps, dating, weather, news,shopping and ride-sharing apps, will lose 2 minutes.KEY STAT: The big rise in mobile usage has mostly comeon smartphones, which have gained 23 minutes daily forthe average US adult.CONTENTSWhat lasting impacts will the pandemic have onmobile usage?2US Mobile Time Spent 2020: Lockdowns Augment Gains inTime Spent on Mobile DevicesThough some changes will be temporary, such as thelarge increase in voice calling, we still expect the baselineto be raised for most app categories. Mobile will gainjust a few minutes in 2021, but our long-term figuresfor 2021 through 2023 will remain mostly above ourpre-pandemic predictions.3Coronavirus Accelerates Move to Mobile6Pandemic Boosted Time with Most Content—but Not Allof It9How Long Will Behavioral Changes from thePandemic Last?9Key TakeawaysWHAT’S IN THIS REPORT? This report reviews our latestforecast for US mobile time spent, highlighting thecoronavirus effect on our numbers while examining trendsthat pre-date and will persist beyond the current crisis.US MOBILE TIME SPENTPresented by10 eMarketer Interviews10 Editorial and Production Contributors 2020 EMARKETER INC. ALL RIGHTS RESERVED3
An important note on how we account for multitasking inour estimates of time spent with media: If someone spends1 hour watching TV (for example) and uses a smartphoneto surf the web during the same hour, we count this as 1hour of usage for each medium, and hence as 2 hours oftotal media time.CORONAVIRUS ACCELERATESMOVE TO MOBILEAs the coronavirus pandemic plunged economiesworldwide into lockdowns and stay-at-home orders,most consumers turned to their mobile devices tofind information, entertainment or human connection,albeit remotely. As a result, time spent on deviceshas gone up across the board. In fact, US adults willconsume, on average, more than 1 hour of additionalmedia in 2020 compared with 2019.Of those additional minutes, 24 will come from mobiledevices. In 2019, we forecast that non-voice mobile timeincreased a healthy 7.9% to 3 hours, 54 minutes. (Forsimplicity’s sake, our styling for such a figure as followswill be 3:54.) In 2020, we expect the pandemic to boostnon-voice mobile time spent to 4:18, a 10.5% increase.Next year, when it’s presumed that life will return to somesemblance of normal, mobile time spent will see a smallincrease of 1.5% to 4:22.Unsurprisingly, consumers are spending more timetalking to others on their smartphones, which will lead toa 3-minute increase in voice calling in 2020 to 20 minutesper day—the first increase in several years.The bulk of this additional time on mobile devices will beon smartphones, which will attract 23 additional minutesin 2020 compared with 2019. For the first time, adultswill spend more than 3 hours on smartphones in 2020, a13.9% increase.Adults are also spending more time with tablets. Afteryears of declining minutes in time spent, tablets will gain2 minutes among US adults in 2020, bringing the total to1:10. However, this behavior will be temporary, as timespent with tablets will decrease by 2.6% come 2021.US MOBILE TIME SPENTPresented by 2020 EMARKETER INC. ALL RIGHTS RESERVED4
We believe that most of the increased time spent onmobile devices in 2020 will come from existing usersspending more time on their phones, vs. those becomingsmartphone users for the first time. An April 2020 InMobisurvey found that 80% of US smartphone users hadincreased time on their mobile devices in response tothe coronavirus.This year, 5 million people in the US will use smartphonesfor the first time, a 2.3% increase from 2019. Thisgrowth rate represents a slowdown in the number of newsmartphone users from last year (3.9%), but itis in line with pre-pandemic expectations. The addedusers will raise US smartphone penetration to 73.0%,a 1.2 percentage point increase. The number of newtablet owners will reach 2 million, also in line withpre-pandemic expectations. Tablet penetration will risea barely perceptible 0.3 percentage points to 53.0% ofthe population.Time spent among smartphone users will rise more thanthat of the population. We estimate that US smartphoneusers will spend an additional 25 minutes daily this year,compared with 2019. This will bring that average timespent figure to 3:46.Tablet users will spend an extra 3 minutes with theirdevices this year, bringing the total to 2:10. It should benoted that we do not include teens or children in thetablet time spent forecast, though it’s safe to say that kidsare big users of tablets. We estimate that 46% of children11 and younger and 57% of those ages 12 to 17 are tabletusers. A 2019 study by Common Sense found that theseyoung users are heavy consumers of content on theirtablets. For instance, the study found that children ages8 to 12 spent 1:27 per day with mobile video on theirtablets, compared with 19 minutes for users overall.APPS VS. BROWSERSThe vast majority of mobile time is browsing online. Weestimate that US adults will spend, on average, more than4 hours with mobile internet, with 88% of that time spentwithin apps. The app percentage continues to increaseyear over year—though our figures may undercount timespent in mobile browsers, such as those within Facebookor Twitter.US MOBILE TIME SPENTPresented by 2020 EMARKETER INC. ALL RIGHTS RESERVED5
The distinction between app and browser time, however,continues to blur. According to a 2019 study conductedby Kargo and Verto Analytics, at least 9% of time onFacebook took place within embedded browsers.Moreover, advanced websites can deliver an experiencethat’s broadly similar to an app. Mobile users clearlyprefer experiences within apps, but as the web continuesto advance, many of those experiences may be basedon JavaScript.The pandemic has influenced the mix between appsand mobile web. Overall, a few key apps, such as thosefor social media, video and messaging, gained the mostminutes. Beyond these, the impact is more ambiguousand may have driven more traffic to websites.This year, 83% of time spent with tablets will be in apps,a big increase from a few years ago but still less than the90% of smartphone time in apps. The higher browserpercentage for tablets likely comes from their continuedrole in shopping, which remains a primarily web-basedactivity for most retailers.In April 2020, mobile web traffic was 11.4% higher thanin April 2019, according to data from SimilarWeb. Morethan half (55.6%) of this mobile traffic (among the top100 sites) went to computer, electronic and technologypublishers, which include search and social media underSimilarWeb’s definitions. The biggest percentage gainswere on law and government sites and health sites, inwhich traffic grew 44.9% and 54.9%, respectively, yearover year. The government site with the biggestyear-over-year increase was cdc.gov: Traffic grew 1870%in March and 990% in April.A study by Iterable, a company that provides messagingand other customer engagement services for marketers,found a similar bounce in mobile web activity. Web pushnotifications rose 37.5% between February and March,while app notifications decreased by 5.2%. Customeropen rates for app notifications, on the other hand, grewstrongly at 28.5%. “Our customers may be sendingfewer in-app messages and relying more on mobile pushand email, but mobile messages are getting clicked at ahigher rate than before the pandemic started,” said AlyssaJarrett, Iterable’s director of brand marketing.US MOBILE TIME SPENTPresented by 2020 EMARKETER INC. ALL RIGHTS RESERVED6
PANDEMIC BOOSTED TIME WITHMOST CONTENT—BUT NOT ALLOF ITAs Americans hunkered down under stay-at-homeguidelines for much of March and April, theyunsurprisingly consumed more mobile media. Theadded mobile time, however, wasn’t distributedequally. Some long-term trends, such as greaterconsumer interest in mobile video and gaming,accelerated as people sought diversion. Otherlonger-term trends, including digital audio, stagnatedas people spent less time commuting.Social networks have attracted much of the additionaltime spent with mobile apps in 2020, up 11 minutesper day over 2019, we estimate. Mobile video appsare expected to gain 10 minutes, while messaging andmobile games will add 4 and 3 minutes, respectively.We expect some of the additional minutes in these areasto revert to long-term growth trajectories starting in 2021.This will lead to a very small drop in mobile time spent withsocial media next year, though our projections will still behigher than what we had expected just a few months ago.DIGITAL AUDIOIn 2019, the biggest slice of mobile app time went todigital audio, and that portion has been growing in recentyears. Music streaming and podcasts have driven thislong-term trend. Time spent with podcasts has jumpedfrom 7 minutes in 2018 to 11 minutes in 2019. We stillexpect some small growth in this year to 12 minutes,and for the overall digital audio category to grow to 59minutes, up from 57 in 2019.Digital audio is expected to gain an additional 2 minutesthis year, though this is significantly below the longer-termtrends. Our “other” category, which includes shopping,navigation, dating, sports and news apps, will lose 3minutes, though this catchall group had some categoriesthat have gained minutes, such as news, groceryor hobbies.All the additional mobile video, social networking andaudio time expected for this year is coming from apps,as opposed to mobile browsers, which will lose minutes.This is likely because more casual social network ormobile video channel users use other devices like PCs orare shifting to more intense usage on apps.US MOBILE TIME SPENTPresented by 2020 EMARKETER INC. ALL RIGHTS RESERVED7
Even so, the lost commuting time will hurt digital audiothis year. Although mobile apps will gain 2 minutes, theaverage adult will listen to 2.3 fewer minutes of digitalaudio via the mobile web. Overall, mobile digital audio willtick downward this year.In 2020, 17 of the 22 minutes on the Facebook platformwill come from mobile devices. With Instagram,Snapchat, Twitter gaining users and minutes, it’s nosurprise that a lot more time was spent with socialnetwork apps this year.The pause in mobile digital audio should be short-lived.We expect digital audio to increase by 4 minutes next yearas people resume commuting and the aforementionedlonger-term trends continue.One caveat to the growth of social media in apps is thedrop in daily time spent on the mobile websites of theseservices, which will shrink from 6 minutes to 1 minute.This likely stems from the rapid growth of web time forthese services on desktops and laptops.SOCIAL NETWORKINGSocial networks have gained the most minutes during thepandemic of any of the major app categories we track. USadults, on average, will spend an additional 11 minuteswith a social media app in 2020 compared with 2019.The average US adult spent a minute less on Facebookin 2019—21 minutes—but we forecast that Facebookwill gain back this minute in 2020 due to the coronaviruspandemic. These numbers are even more significantwhen focusing solely on Facebook users. Between 2016and 2019, user time on the Facebook platform fell roughly4 minutes across mobile platforms (not just mobile). In2020, we expect Facebook to gain a minute to reach 34minutes for the average US user—and 28 minutes acrossmobile. Instagram and Snapchat, both overwhelminglymobile, will each reach 30 minutes, increasing by around4 minutes.US MOBILE TIME SPENTPresented byMOBILE VIDEOIn 2020, time spent with mobile video apps will gain 10minutes, second only to social media. Overall, mobilevideo will gain 5 minutes, since video watched via mobileweb has decreased as people continue to shift suchviewing to apps or other devices.The growth in mobile video is part of a bigger trendtoward digital video. We expect that the average US adultwill watch more than 2 hours of digital video in 2020,up 19 minutes from 2019. The pandemic accelerated alongstanding trend—digital video increased 12 minutesin 2019 and will increase by a further 5 minutes in 2021.The biggest growth is coming via connected TVs (countedwith other connected devices below), but mobile video issteadily increasing. 2020 EMARKETER INC. ALL RIGHTS RESERVED8
As people continue to hunker down at home, they’rewatching video of all types. For example, traditional linearTV time will get a boost this year after years of declines,but those declines will resume in 2021. Digital videoacross devices, however, is set to grow strongly for theforeseeable future.MESSAGINGMessaging has been an integral part of remoteconnections during the pandemic, and this is reflectedin our numbers for average time spent with messagingapps. We forecast that in 2020, US adults will spend anadditional 4 minutes per day on a messaging app, bringingthe total to 24 minutes. That represents a 19.8% increasefrom 2019.GAMINGWe forecast that mobile gaming will also gain minutes asa result of the pandemic. US adults will play mobile appgames for 26 minutes on average, a 3-minute increase.By comparison, mobile gaming added 2 minutes in 2019.Jun Group, a mobile ad firm that places 85% of their adswithin mobile games, saw in-app audience ad requestsjump 98% between March 12 and April 5. Althoughthis doesn’t indicate a doubling of time spent amongmobile gamers, it does signify a substantial increase inmobile gaming.Game developers have been active in trying to lure newusers during the lockdown. Attribution platform AppsFlyerreported that in-app marketing boosted marketing ingaming apps in the second half of March, which resultedin a 50% increase in in-app gaming revenues betweenmid-March and May 4.OTHER APP CATEGORIESBeyond the five major app categories, we expect averageuser minutes to drop 3 minutes in 2020 to 16 minutes—but this heterogenous group of apps has both winnersand losers.Some categories, such as travel, weather, maps,ride-sharing, sports and general retail have seen minutesdrop—sometimes dramatically. The steep drop-off intravel, transportation and live sports have offset growth inareas like news, health, education, grocery delivery andbusiness services.The messaging apps themselves have reported largeincreases in time spent on their platforms, particularlyin their video-calling services. Total messaging acrossFacebook properties rose 50% in March in hard-hit areasworldwide. For example, Facebook Messenger andWhatsApp saw video calling double in Italy as it enteredits nationwide lockdowns in March.US MOBILE TIME SPENTPresented byAs restrictions loosen and some pre-pandemic behaviorsreturn in 2021, we expect users will return to live sportsapps, navigation, rides-sharing and other categories,albeit possibly at lower levels. As a result, we expectgrowth in 2021 to return in this category, and the averageadult will spend 18 minutes on these apps. It may takelonger for some sub-categories, such as travel, to returnto pre-pandemic levels, though. 2020 EMARKETER INC. ALL RIGHTS RESERVED9
HOW LONG WILL BEHAVIORALCHANGES FROM THEPANDEMIC LAST?KEY TAKEAWAYS Over the next year, we expect that many consumerbehaviors resulting from the pandemic will persist.It’s likely that a complete return to a pre-pandemicworld won’t be realistic until a reliable vaccine ismass-produced.“Usage of app categories like gaming, video/audiostreaming, health and fitness, ecommerce and newswill remain at the current elevated levels in the shortterm even as shelter-in-place restrictions are removed, asmany consumers will likely be very cautious about theirtime spent outdoors for a few more months,” said GregArchibald, senior vice president of North American Mediaat mobile ad platform InMobi.Some of the changes, particularly those that acceleratedlonger-term trends, will persist. Food and grocerydelivery will likely remain elevated as the distributionnetworks become more optimized by necessity, andmobile commerce will capture a higher percentage oftotal retail. Health tracking via phones may become morewidespread, while esports and gaming may hook newcustomers. Even messaging apps may see a long-termgain as older users in social isolation may have learnedto use them in ways they wouldn’t have otherwise. AGlobalWebIndex survey from the week of April 22 foundthat 40% of internet users ages 16 to 64 worldwide willshop more online than they had previously even whenthings return to normal, including roughly 30% who willshop more online for groceries.The huge shift in work patterns will probably increasethe percentage of workers operating remotely, whichwill continue to supply elevated demand for businessand utility apps. All told, we expect long-term trends toreassert themselves in 2021, although in most casesfrom a higher baseline.US MOBILE TIME SPENTPresented by The COVID-19 pandemic has accelerated manylong-term trends toward mobile. Overall, we’veraised our forecast for mobile time spent, as we expectUS adults will spend an average of 4:18 connected tothe internet on their mobile devices. This represents a24-minute increase over 2019. Mobile users will alsospend another 20 minutes on voice calling, a 3-minuteincrease in 2020.Social networking apps will gain 11 minutes perday in 2020, but those gains will stall in 2021. Beforethe pandemic, we expected a slowdown in socialnetworking minute growth and even a fall in Facebook’smain app, but the pandemic changed this. The bigplatforms experienced big increases in engagement.As normal life resumes, the longer-term trends willreassert themselves and some of those additionalminutes will disappear.Almost 90% of mobile time will be in apps in2020—and nearly 92% of time in smartphones.Overall, most of the additional mobile minutes will be ina few apps, but numerous mobile websites related toecommerce, health and government also experiencedmajor increases in time spent.Digital video continues to be one of the biggestbeneficiaries of the additional time spent at home.Mobile video apps will gain 10 minutes in 2020, buteven more of the additional time spent will go to CTV.A few mobile app categories have had reducedengagement levels. Categories including travel,navigation and ride-sharing have lost a huge share ofbusiness. Mobile users will add 2 minutes to digitalaudio apps but give up 3 minutes of mobile web audio.Overall, the average US adult will listen to a fraction ofa minute less digital audio on smartphones in 2020—atemporary interruption in a longer-term positive trend. 2020 EMARKETER INC. ALL RIGHTS RESERVED10
EMARKETER INTERVIEWSeMarketer was founded on the idea that multiple sources and a variety of perspectives will lead to better analysis.Our interview outreach strategy for our reports is to target specific companies and roles within those companiesin order to get a cross-section of businesses across sectors, size and legacy. We also look to interview sources fromdiverse backgrounds in order to reflect a mix of experiences and perspectives that help strengthen our analysis.The people we interview for our reports are asked because their expertise helps to clarify, illustrate or elaborateupon the data and assertions in a report. If you would like to be considered for an interview for one of our reports,please fill out this form.Greg ArchibaldSenior Vice President, North America MediaInMobiEDITORIAL ANDPRODUCTION CONTRIBUTORSInterviewed May 1, 2020Andrew BoniCo-FounderIterableInterviewed April 28, 2020Alyssa JarrettDirector of Brand Content MarketingIterableInterviewed April 28, 2020Anam BaigJoanne DiCamilloDonte GibsonKatie HamblinDana HillErika HuberAnn Marie KerwinStephanie MeyerHeather PriceMagenta RaneroAmanda SilvestriSenior EditorSenior Production ArtistChart EditorChart Editorial ManagerDirector of ProductionCopy EditorExecutive Editor, Content StrategySenior Production ArtistDeputy EditorSenior Chart EditorSenior Copy EditorAndy NormanPresident, North AmericaMobiquityInterview April 23, 2020Todd WootenCo-FounderVrtcalInterview April 16, 2020US MOBILE TIME SPENTPresented by 2020 EMARKETER INC. ALL RIGHTS RESERVED11
How COVID-19 Has Accelerated Marketing’s New NormalThis article was contributed and sponsored by InMobi.Richard ThomasHead of Brand Marketing,North America, InMobiThe term “new normal” has been hearda lot this year, but it is for good reason.In fact, consumer trends and habits haveshifted—and these trends will be evenmore pronounced in the next decade ofdigital advertising and marketing.Overall gaming ad revenues will rise 10%in 2020, as usage and downloads of mobilegaming apps reach new highs. CTV: Close to 70 million US householdsnow own and use a connected TV (CTV), anincrease of more than 17% from early 2018.None of these shifts are altogether new. But,we are seeing a measurable uptick in digitalexperiences as a result of changes brought aboutby the coronavirus pandemic. As such, it’s easyto see how all of these trends are likely to stickaround even when in-person options are available.Adapting to the New, Digital RealityAcross dozens of industries, consumers havefound ways to substitute virtual, online interactionsin the place of in-person experiences. For example: Mobile: Americans are spending 23 additionalminutes per day on their smartphones—abig increase from eMarketer’s pre-pandemicestimates. Overall, eMarketer predicts thatadults in the US will spend four hours and 18minutes a day in 2020 using mobile devices. Retail: In the US, retail ecommerce sales areexpected to be 18% greater than in 2019,according to eMarketer, totaling close to 710 billion. Food and Grocery Delivery: Between Marchand April, the share of Americans who saidthey are buying groceries online jumped by5 percentage points, according to InMobi.Restaurant delivery apps are seeing similargrowth trends. Entertainment: Digital video viewing,subscription video viewing and live videoviewing have all grown in 2020, as consumerswho are stuck at home seek out at-homeentertainment options. Americans will spend,on average, over two hours a day watchingdigital video in 2020, an over 19% increasefrom 2019, according to eMarketer. In addition,mobile gaming is also performing better.US MOBILE TIME SPENTPresented by“One surefire way to move forward is byembracing mobile apps. Marketers nowunderstand that app consumption patterns areunique, and that they need to prioritize today’sapp-first consumer.”What the Future Looks Like for MarketersHow can marketers and advertisers fully embracethe new normal and see success? One surefireway to move forward is by embracing mobileapps. Marketers now understand that appconsumption patterns are unique, and that theyneed to prioritize today’s app-first consumer.It also makes sense to fully commit to theomnichannel, digital experience, paying specialattention to the role that mobile and CTV play. Withusage of legacy media like linear television on thedecline, marketers need a holistic understandingof how consumers and households use a varietyof devices to meet their virtual and real-life needs.No one knows for certain what will happen in2021 and beyond. But it’s easy to foresee a futurewhere the trends and habits established this yearstick around in the coming months and years. 2020 EMARKETER INC. ALL RIGHTS RESERVED12
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prefer experiences within apps, but as the web continues to advance, many of those experiences may be based on JavaScript. The pandemic has influenced the mix between apps and mobile web. Overall, a few key apps, such as those for social media, video and messaging, gained the most minutes. Beyond these, the impact is more ambiguous
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