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comScore Looks at Shifts in Digital Consumer Behavior

March 30, 2015 | By Research Team—DCN

comScore has released its 2015  U.S. Digital Future in Focus.  The report provides a year in review of the major shifts in digital consumer behavior that occurred in various online sectors, including mobile, social media, video, advertising, search and e-commerce. Furthermore, it examines what insights can be gathered from these trends and what that means looking forward to the year ahead.

From the report:

  • While most of the growth in digital media consumption over the past four years has occurred on smartphones (up 394 percent) and tablets (up 1,721 percent), these mobile platforms are not eating into aggregate time spent on desktop, which has still grown 37 percent over this time period. The digital media pie continues to get bigger and Americans engage with screens during more occasions throughout the day than ever before.
  • Across every age demographic, there is a substantially higher percentage of multi-platform and mobile-only internet users than the previous year. More than 3/4ths of all digital consumers (age 18+) are now using both desktop and mobile platforms to access the internet, up from 68 percent a year ago. Mobile-only internet usage is also becoming more prevalent, driven largely by the 21 percent of Millennials who are no longer using desktop computers to go online. Meanwhile, the 55-years-and-older consumer segment is actually the fastest growing faction of mobile users, increasing its combined multi-platform and mobile-only share of audience from 60 percent to 74 percent in the past year.
  • Because people prefer different devices depending on the online activity or task, the desktop vs. mobile skews by content category can vary widely. Categories such as Photos and Maps are more often than not used on the go, lending themselves to heavy mobile usage, while the Portals and Business/Finance categories comparatively index much higher on desktop devices. Although Portals function as an accessible hub of information on desktop, the mobile environment is markedly different where apps have taken on the role as the gateway to the web.

Key topics covered in the 2015 U.S. Digital Future in Focus report include:

  • The implications of an increasingly multi-platform digital population
  • The fastest growing digital media properties and mobile apps
  • The continuing disruption of mobile in all facets of digital
  • How the major social network audiences stack up against each other
  • Digital advertising’s transition to transacting on viewable impressions
  • The continuing growth of online video and emergence of mobile and over-the-top video
  • How total web searches are distributed among desktop, smartphone and tablet devices
  • The unrelenting growth of digital commerce and emergence of mobile commerce
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