Consumers are increasingly focused on their mobile terminals. These devices accompany them everywhere and are their allies for more and more decision-making. The smartphone is the eternal companion, used to check prices in a store, to find the data that will win you a conversation and that allows you to solve all the problems you face in real time. Tablets have become other allies to access leisure and, therefore, more and more screens are available to consumers every day.

How should the consumer be reached in this multiscreen universe? How can these second screens (which are becoming more and more crucial and each day stop losing their second-hand characteristics) can be used to reach the consumer? An analysis by eMarketer has looked at where these second screens are and how the industry is using them to reach the consumer. And three big conclusions can be drawn from its data.

Advertisers are going to focus on mobile devices and they are going to do so in two specific areas. On the one hand, the world of searches and, on the other, that of display. The forecasts are that in 2015,  Luxembourg phone number list  according to eMarketer estimates, the spending that brands make in these areas will be higher than that spent on the desktop (at least in the US market, which is the one used to make the sample). In fact, more than half of the campaign budgets will go to mobile terminals.

The reason for this increase in money destined for mobile devices is in the consumption patterns of the consumers themselves. Increasingly, Internet users use more terminals to access the network. A statistic indicates that the average is 3.3 terminals (average that rises when the consumption patterns of millennials are analyzed).

Therefore, advertisers do not want to miss any opportunity and have started to see the advertising approach as something holistic. That is, you have to take into account all the parts of this whole. This also means that the campaigns that try to reach the consumer are beginning to use a strategy in which different devices are followed. In just one year (from the data for the first quarter of 2014 to the last) the US market went from having 17% of video campaigns that were cross-device to having 51%.

Consumers are watching more and more videos on the internet. The average is already 5 hours a day of viewing audiovisual content, of which 1 hour and 16 minutes will be done on digital devices. The weight that the internet and digital terminals have in the consumption of this content is also growing overwhelmingly with each passing year. And in that total time we dedicate to online videos, the weight of mobile devices is already beginning to be greater than that of access from the desktop.

Consumers want to consume that content and they want to do it from the mobile terminal. Consumers are also more open than ever to use their mobile terminals as a lever to access all types of content and to avoid being left alone with traditional content consumption spaces. That is what makes, for example, that the services that allow access to television content on any terminal are increasingly popular and have more and more users.

The penetration figures of these terminals will not stop in addition to growing. Statistics indicate that in the immediate future more and more consumers will own one of these terminals. The global number of smartphones will reach 2,000 million smartphones, with double-digit growth in the year-on-year comparison. In 2015, the milestone that more than a quarter of the world’s population uses smartphones will be achieved (in 2018 smartphone users will already be half of the world’s mobile phone users).


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