Post PC era in the US

on Wednesday May 1, 2013 @ 9:38

The bite mobile is taking out of desktop Internet use keeps getting bigger. eMarketer recently reported on a US research study by the Media Behaviour Institute, who found that mobiles and tablets were drawing down the percentage of Internet users who turn to the computer in a given week: The percentage on desktop slipped by 5 points between the six-month period ending in July 2012 and the six-month period ending in January 2013.

As desktop’s reach falls, mobile’s reach rises. On average, 43.5% of participants accessed the Internet via a mobile phone each week during the period ending in January 2013, an 8-percentage-point increase over the period ending in July 2012. Tablets grew their average weekly reach by 4 percentage points, used by 17% of participants at the end of the study.


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Back in November 2012 in partnership with Decision Fuel we conducted a study on behalf of our client InMobi and found in the US, 67% of mobile Internet users said they mostly or only used mobile, as opposed to the desktop, to go online and surf the web. Only one-third stuck with the desktop either half or most of the time.

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Experian Marketing Services found that US mobile Internet users spent the greatest percentage of their mobile web time using email, 14 minutes per hour which equals a 23% share of time spent vs only 5% of time spent on desktop. Social networking came in second on mobile, accounting for 15% of time spent. Travel also occupied a greater share of time on the mobile Internet (9%) compared with the desktop (1%).


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The amount of time we spend carrying out activities on our mobile phone is only going to increase, as our use and reliance on these devices continues.  

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