3 min read 

As mobile continues to grow, it’s fundamentally changing the way we consume media, interact with others and ultimately how we live our lives.

Change has come quickly. Ten years ago, before the release of the iPhone, it would have been hard to predict the extent to which mobile would change the consumer landscape.

In the two years since Q1 2014, time spent in apps worldwide has more than doubled.

A growing install base of devices, particularly smartphones in emerging markets, is a major driver of this trend. However, even when we look at the average time individual users are spending in apps, we’ve seen growth of nearly 25% over the same time period. We are spending more of our lives in apps than ever before.

Interactions With Apps Are Getting Longer

As apps offer increasingly sophisticated features, the time we spend interacting with them is also going up. Between Q1 2014 and Q1 2016, we saw the worldwide average length of an app session on Android phones increase by approximately 35%. Longer, more complex app interactions are increasingly common (although the platform is still the ideal channel for quick or low-effort interactions), with consumers increasingly using their devices for accessing music and video content, shopping and even core gaming.

Mobile Use Is Replacing Traditional Platforms

Smartphones are now our first stop for a number of key activities — and this trend is taking place worldwide.

For example, mobile is now the preferred way to go online. According to Google,more searches happen through mobile than computers across key markets, and recent Ofcom data suggests that smartphones have overtaken laptops to become the UK’s “most important” device for accessing the Internet.

Mobile is even gaining ground on the long-established TV industry. Digital is taking up a growing share of video consumption in the United States, largely driven by those watching via mobile.

How often do you use your phone to browse the Internet?

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