Over 80% of mobile minutes are spent on apps globally

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 27, 2019, 7:07 AM UTC

Brands with apps need to improve discovery on channels their audiences are currently using.

This article cites a report revealing a 43% increase in the total minutes spent online from June 2017 to June 2019, a large proportion of which is via mobile. India and Indonesia topped the chart with 91% of online minutes being spent on mobile. The UK and the US stood at 77%.

This suggests that marketers should think “mobile-first” and improve their mobile marketing to suit their online audiences’ browsing habits. Across markets, over 80% of mobile minutes were spent on apps.

In the US, games, social media and entertainment accounted for 94%, 92% and 83% of online mobile minutes, respectively. However, a majority of e-commerce spending was done via desktop, indicating that despite engaging with brands on mobile, consumers make purchases on desktop.

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