Consumers’ screen time now totals more than 50 hours a week, says The Diffusion Group (TDG) in announcing the release of new research into smartphone video’s future. Legacy TV continues to be the dominant screen activity, averaging more than 31 hours a week, but future growth seems to be concentrated on social and mobile video.
Smartphone time already now edges broadband video time in weekly consumption (8.6 and 8.2 hours, respectively), per the report. With smartphone consumption growing quickly, social and video are set to benefit. So while consumers currently spend less than one hour per week with smartphone video, that figure should rise quickly during the next decade. Similarly, as social networks become more focused on video, social mobile video should experience “massive growth.” In fact, social mobile video is expected to grow from 17% of total smartphone video viewing this year to 43% share in 2025.
These shifts should have an impact on advertising vehicles and consumers’ purchase influencers. MarketingCharts’ latest primary research study already finds rapidly growing influence ascribed to social advertising and to mobile display ads. For example, social media trails only TV among paid media in stated purchase influence among Millennials, and is already the medium through which youth feel most exposed to ads. And while online video advertising hasn’t had quite the same growth trajectory in perceived influence, it’s likely to see similar upticks in the years to come as social media, mobile and video become increasingly linked.