Source: comScore [download page]
Notes: Connected adults in the US spent 49% of their digital time in March 2015 using smartphone applications (43%) or browsers (6%), reports comScore in a new study. In fact, adults’ share of digital media time spent with smartphone apps (43%) was greater than with desktops overall (39%), with tablet use accounting for the remaining 12%. With Q1 smartphone penetration reaching 9 in 10 mobile subscribers aged 18-34, it’s not surprising that this group leads the pack in mobile media consumption.
Indeed, 18-34-year-olds spent 69% of their digital media time in March with smartphones (61%) and tablets (8%), though the 35-54 group (50% smartphone; 13% tablets) wasn’t far behind. The mobile surge hasn’t escaped older brackets, either: online adults aged 55+ spent almost half of their digital media time with smartphones (30%) and tablets (18%) in March, per the report. That 18% of digital media time spent with tablets is the largest proportion of the three age groups identified.
About the Data: The report is based primarily on comScore MMX Multi-Platform, which provides deduplicated reporting of digital audiences across desktop computers, smartphones and tablets.