Consumers are becoming increasingly tech savvy using different devices from desktop consumers, to tablets or Smartphones. Each device is used for different purposes and at different times. The increased use of a variety of devices comes hand in hand with the trend towards less face-to-face communication. Consumers worldwide are increasingly making use of social networking and emails instead of communicating with other people face to face. This however implies that more time is spent online. For marketers it is crucial to know how consumers are dividing their time between desktop and mobile (eMarketer).
Throughout the last couple of years, there have been changes in terms of when and how emails are being read. Latest research by eMarketer revealed that more and more consumers are actually turning to mobile and tablet devices when reading and writing emails. This change is quite interesting. Less consumers are actually using their desktop computers to check on emails. Around 44% of US consumers accessed the Internet through mobile phones – both mobile phone and tablet use is on the rise.
Time spent on mobile Internet activities
Looking more closely at the different activities of consumers on the Internet and the time spent per hour for each activity can enlighten the way in which businesses should target their consumers more efficiently. Consumers spend about 14 minutes per hour checking their emails using a mobile device. Mobile users also spend 9 minutes per hour on social networking. Other activities in which consumers spend time on their mobile are entertainment, shopping, travel and business and finance.
Time spent online via desktop computers
Interestingly, the time spent online via a desktop computer is much more focused on social networks with 27% of the total activities and 16 minutes per hour spent on social networks such as Facebook and Twitter. Entertainment is the second biggest activity accounting for around 15% and 9 minutes per hour.
These desktop and mobile or tablet activities are predicted to change annually as consumer patterns and consumer behaviour changes with mobile and tablet becoming more accessible to the wider public. Tablet and mobile is a driver of traffic and the biggest areas of growth.
Changes in the time spend on mobile versus desktop needs to be monitored by destinations and tourism organisations in order to be able to predict where the organisation should advertise their products. With social networks being used both through desktop computers and mobile, destinations and tourism organisations need to respond to changes and see about ways to best engage with consumers.
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