Martin: Las aplicaciones dominan el tiempo que las personas invierten en sus móviles
comScore’s International Marketing Insights Director, Ben Martin explained that the report 2016 Global Digital Future in Focus compiled data from desktop, smartphone and tablet behavior from more than 40 countries to build a picture of trends shaping the digital landscape. “This study delivers a macro-level understanding of the digital landscape, as well as highlighting specific outliers that can give media owners and advertisers an edge when acting globally or locally” Martin said. “The digital landscape is more global than ever.” The research showed that the multi-platform environment has specific timetables in which people use more certain devices. “The phone peak is earlier, while desktops are used more at labor time, and tablets are leaders from 8pm to 12am. But mobile devices are available all day long for news consumption.” Another finding is the important role that desktops still have for online purchasing. “Mobile bridges the gap with desktops and have added users that don’t have access to bigger devices in the world. But in the whole globe prevails multi-platform users, only 13% of young users use only mobile, while 79% (between 25 and 59 years old) use several devices, and 26% (older than 55 years old) only handle desktops.” Also among the findings is that mobile apps dominate mobile time and are already approaching even the largest desktop sites in terms of reach.
