Mobile devices account for around 7 of every 10 digital minutes in the 14 markets analysed, but smartphone and tablet share within particular content categories exhibits variances that advertisers and content owners can benefit from understanding.
An analysis of 14 global markets (shown in order of their bars above: Argentina, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Mexico, Malaysia, Spain, UK and USA) demonstrates the aggregate levels of ‘mobile firstness’ among selected content categories, as well as the significant and non-uniform variance between markets. Key findings include:
Cross-market analysis of audiences offers useful benchmarks for how category audiences are migrating to mobile around the world. These data lead to insights for understanding what’s motivating ‘mobile first’ behaviours and the potential factors driving these changes.
Source: Comscore MMX Multi-Platform, June 2017.