A recent ComScore report has, for the first time, shown that mobile device users have exceeded the amount of users who exclusively use desktop computers. The report shows March 2015 as the month when this shift of Internet usage took place.
For the past few years now, the rise of mobile has been well documented and its immense popularity took a major turn last year (2014), when app usage surpassed desktop usage, signaling a change in how online content was being consumed. Just a year ago, the percent of desktop-only Internet users was nearly twice (19.1%) that of mobile-only users (10.6%). This report shows just how big of an impact mobile is going to become.
Digital video is also being affected by this shift towards mobile with mobile video viewing on the rise. Slightly below half of smartphone and tablet users watch video on their devices, with about 1 in 10 doing so daily.
YouTube remains the #1 online video destination, with 159.5 million desktop viewers in December, 2014. The popularity of professionally and semi-professionally produced content on YouTube Channels continues to drive engagement on the platform, with VEVO ranking as the #1 channel with 44.2 million viewers, followed by Disney/Maker Studios (42.6 million) and Fullscreen (36.9 million). VEVO also led the Top 10 YouTube Channels with 15 videos watched per viewer in December 2014.
There is no doubt that these U.S. statistics are a reflection of the bigger picture in other parts of the world including right here in Kenya. The local trend has been one of mobile-first where more and more people are accessing the Internet with smartphones. We are seeing major players like Safaricom offering cheap and affordable smartphones and tablets, some of which are going for less than Kshs. 10,000.
Having this ‘mobile-centric’ approach when creating online visual content will help one better target the market in order to get the best returns.
Here at E-LABZ, we aim to do exactly that – study the market trends and see what works best for our clients when it comes to creating online visual content that gets the most bang for our clients’ buck.
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