Mobile users in the US spend around 2-and-a-half hours per day with their devices, a figure that is creeping up on TV viewing time and that is one of the highest averages across key markets. That’s according to a recent report [download page] from comScore, which noted that mobile accounted for almost two-thirds (65%) of digital minutes in the US during May.
How Many Internet Users Are Mobile-Only?
Among the 13 countries measured, mobile captured a majority share of digital time in all countries, led by Indonesia (90%) and India (86%) while lowest in Germany (57%).
Not too surprisingly, India and Indonesia have the highest incidence of mobile-only users, at 70% and 67%, respectively, while Germany has the lowest (4%). The mobile-only share refers to the percentage of the digital population that only uses mobile devices to access the internet.
Mobile-only share of the digital population stood at 12% in the US in May, up from 10% a year earlier.
Interestingly, the study reveals that mobile-only usage is not strongly correlated with age. One-quarter of the young digital population across 10 selected countries (Brazil, Canada, China, France, India, Italy, Malaysia, Spain, UK and the US) accesses the internet only via mobile devices. But that percentage remains quite steady among 25-34-year-olds (28%), 35-44-year-olds (26%) and those ages 45 and older (24%).
Women Are More Likely to be Mobile-Only
The report demonstrates that women have an equal or higher likelihood of being mobile-only than men in each of the 13 countries tracked but one: India.
The differences were particularly acute in Mexico (49% of women are mobile-only, versus 37% of men), Spain (35% and 29%, respectively) and China (26% and 19%, respectively).
Within the US, 14% of women access the internet only via mobile devices, compared to 11% of men.
Mobile-Only Usage Dominates IM, Weather
Some content categories lend themselves to mobile usage – and several are in fact used almost exclusively on mobile devices.
For example, 80% of instant messaging users are mobile-only across 14 markets tracked, while a high proportion of the digital audiences for weather (72%), job search (64%) and coupon (59%) categories – among others – are also mobile-only.
Overall, mobile averaged 78% of total digital minutes spent with social networking across the 14 markets in May, making social the most mobile-heavy category. Mobile also accounted for a majority of digital time spent with retail (60%) and news/information (59%) sites, and is close to cracking the majority threshold for travel (48%).
The full report is available for download here.