People are spending more time accessing the internet from a variety of non-PC connected devices, finds GfK in a new report. While desktop and laptop computers accounted for 83% of total time spent online last year, that dropped by 10% points to 73% this year. Picking up the slack were mobile devices: mobile phones now account for 17% of time spent with the internet (up 42% from 12%), and tablets 6% (double last year’s 3%).
The remaining 4% of time spent online this year was via connected TVs, and that’s also double last year’s 2%.
The GfK study analyzes the breakdown of how internet time is spent on smartphones versus computers, identifying some interesting differences. For example, social media captures 31% of smartphone internet time, compared to 18% of PC internet time. (That result aligns neatly with recent data from Nielsen, which found consumers devoting 30% of their mobile time to social networks in July of this year, versus 20% of their PC time.)
In another significant disparity, GfK reveals that online video commands an almost 50% greater share of PC than smartphone internet time (13% vs. 9%). Consumers spend a slightly larger share of PC than smartphone time with search (11% vs. 9%), mail (18% vs. 16%), and blogging (4 vs. 3%), while the opposite is true for audio (6% smartphone vs. 3% PC). That last data point is not too surprising, given the growth in popularity of music-listening on mobile devices, as tracked by comScore.
About the Data: The GfK findings are from MultiMedia Mentor, which tracks use of 8 major media, and are based on interviews with 2,616 members of KnowledgePanel, the only commercially available online panel derived from a statistically projectable sample of the US population. Interviewing for the latest wave of Mentor data was conducted between February and July 2012 with panel members aged 13 to 64.
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