Wall Street Journal: Mobile Isn’t Killing Desktop
For this weeks blog, I thought I would share an article from the Wall Street Journal published on 26th May 2015, by Jack Marshall.
To read the report at source click here.
“People are increasingly accessing online content on mobile devices, but that doesn’t mean the desktop is in decline.
A theory sometimes bandied about the media industry says audiences are deserting desktops and “going mobile” instead. But actually, data from online measurement firms doesn’t seem to support that view, at least at the aggregate market level.
The share of overall consumption coming from mobile devices is growing, but desktop web usage isn’t dropping. In fact, it might be increasing.
comScore
According to data from comScore, for example, the overall time spent online with desktop devices in the U.S. has remained relatively stable for the past two years. Time spent with mobile devices has grown rapidly in that time, but the numbers suggest mobile use is adding to desktop use, not subtracting from it.
“The key thing to remember is that percentages are not zero-sum,” said Tony Haile, CEO of online analytics firm Chartbeat. “You can have mobile growing to 50% of your traffic and desktop traffic remaining healthy.”
According to Mr. Haile, mobile devices are actually “unlocking” new Web time in the morning and the evening, while desktop traffic remains dominant during weekdays.
In other words: mobile’s share of traffic is growing, but the overall pie is growing too.
That understanding has important implications for media owners and marketers, who often say they’re altering their sites and strategies to cater for their growing mobile audiences. It makes sense to optimize for mobile if that’s a large and growing audience, but mobile isn’t the only game in town. In fact, it seems desktop Internet use is here to stay, for the time being at least.”
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