The Fast and the Curious: On-The-Go Consumers Drive Content and Connectivity

Neilsen Newswire Media and Entertainment | 06.10.2013 The mobile consumer is an active player in the viewing ecosystem, taking advantage of mobile content on both smartphones and tablets. In the spectrum of evolving media, nothing is growing faster than the adoption of portable devices and the consumption of content on these devices. The mobile consumer is the driving force behind the growth, consuming video content as well news, information, sports scores, social networking and shopping. According to Nielsen’s Q1 2013 Cross-Platform Report, smartphone users spent 87 percent of their “app/Web” time using mobile apps; they spent the remaining 13 percent of their time on mobile Web. Women’s usage outpaces men by over two hours a month, but both sexes spend more than four hours a month on the mobile Web. iPad users spent half the number of hours on their iPads than smartphone users spent on their smartphones. While users were on their iPads, however, they were three times more likely to be using apps than the mobile Web. Both smartphone and iPad users love social networking. In fact, smartphone users spend over nine hours and iPad users spending nearly four hours a month on social networking platforms.