Video streaming and social networking are monopolizing mobile attention, according to research from Ericsson’s Mobility Report.
Video streaming and social networking are monopolizing mobile attention, according to research from Ericsson’s latest Mobility Report. Two-thirds of mobile traffic now comes from the top five apps in any given market—in the U.S. they’re Facebook, YouTube, Netflix, Instagram and Snapchat, respectively. This year also marked the first time that more people watched streamed video content than broadcast TV over a weekly period. These are some of the top findings from the report, based on data from late 2014.
The implications for advertisers are, of course, huge. By 2018, $118 billion of the $150 billion global ad market will come from mobile, according to eMarketer projections. The challenge of smartphones is creating content that is easily viewed and optimized for small screens. The mobile aspect of social networking also creates an opportunity for brands, particularly when integrated with location-sensitive functions on phones. Adverts can be personalized, and responsive to location.
Image credit: Ericsson