If you think mobile is still something to put in the ‘too hard’ bucket, think about these stats. Smartphone penetration has reached 65% while one in three YouTube videos are now watched on mobiles, according to Google.
Smartphone penetration is up from 52% in 2012 and 37% in 2011. Of those smartphone users, 41% said they perceived increased usage of their devices over the past year.
While the humble mobile phone started life as a communications device, the functionality of today’s models have seen more consumers perceive it as an entertainment device (91%) than a communications device (86%).
Seventy-two percent of smartphone owners watched video on their mobiles while one in three YouTube videos are being consumed on a mobile.
One in four Google searches are coming through a mobile with 58% of those surveyed searching on their smartphones daily. Sixty-eight percent of people have searched product information.
The average smartphone owner has 33 apps installed on their device, with 11 of them paid apps. In the last 30 days, the average owner has used 12 of their apps.
While the perception of smartphones is that it is an on-the-go device, 96% of owners reported using it at home compared to 82% on-the-go. Seventy-seven percent of people used it in-store.
Eighty-one percent of people use their smartphones while doing other activities such as watching TV or even reading a book. However, 75% of multi-screening done on smartphones while watching TV is on non-complementary tasks.
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