It’s well known that a mobile-first strategy is needed to fully engage and reach digital consumers. Smartphone ownership is virtually universal and the average internet user is spending 3 hours a day online on these devices.

This is especially true for the youngest consumers (16-24s). As well as spending the longest time online more generally, half of this online time is now taking place on a mobile. It’s a similar story for internet users across APAC, LatAm and MEA, regions that are approaching a point where they’ll be devoting more time to their mobiles than all other devices combined.

That said, there should be no forgetting the importance of a multi-device strategy. The average digital consumer continues to spend longer online on their PCs/laptops and tablets, and these devices remain the firm go-to for older consumers, as well as those in North America and Europe.

16-24s Spend 50% of Online Time on MobilesExplore data in PRO PlatformGeneration Z Report Q2 2017


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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