US mobile media trends for 2016 – social networks are now mobile

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According to a round-up on US Digital Media Usage from eMarketer, 2016 is the year when we are predominantly accessing social media using our mobile devices. With internet usage continuing to grow (up 2.2% from 2015), social media networks are continuing to gain new users. However, some are faring better than others. Facebook is projected to gain just 2.8% more users in 2016, whilst Instagram is to grow a whopping 15.1% to 89.4m.

2016 US Digital Media Usage

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Source: emarketer.com

On mobile only, growth is even faster with Facebook gaining 138.8m new users and overall social network usage up 7.5%. This growth is due to mobile devices becoming an ever more important and integral part of our lives, as we switch from inflexible desktops to always ready, on-the-go smartphones.

Mobile social network users growing strongest

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Source: emarketer.com

More specifically, smartphone adoption will continue to grow with, 98.3% of users accessing the mobile internet at least monthly. Wearables have been generating much hype and are to grow 61.3% from 2015. However, wearables are yet to entice marketers to budget more heavily for them.

Mobile usage

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Source: emarketer.com

Digital video views from smartphones are also on the rise, up 10.1% from 2015 next year. With the addition of in-app advertising, mobile gamers are increasingly watching video (up 9.4% from 2015).

The study also found that tablet users were on the rise. In 2016, 48% of tablet users are projected to be iPad users and 77% of owners will shop using their tablets in 2016. Tablet mCommerce is to receive a boost of 12.2%.

Tablets on the rise

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Source: emarketer.com