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Marketers Expect Their Businesses to Be More Mobile in Two Years

Time spent on mobile continues to grow

December 31, 2015 | Advertising & Marketing | B2B | Mobile

Almost two-thirds of businesses are currently less than 20% mobile, according to a Q4 2015 survey. In the next two years, however, execs expect a larger percentage of their organization to be mobile.

Percent of Their Business that Is Currently vs. Will Be Mobile According to Marketing Executives Worldwide, Q4 2015 (% of respondents)

AdMedia Partners found that 63% of marketing executives said their business is currently less than 20% mobile, but just 24% of respondents expect that to be the case two years from now.

Instead, marketing executives expect their businesses will be more mobile in the next two years. For example, 23% of marketing executives said their businesses were currently 20% to 40% mobile. But 41% of respondents said they expect that same percentage of their organization to be mobile two years from now. On the high end, expectations were even more dramatically out of line with the current state of play: The share of respondents saying their business would be more than 60% mobile in two years was five times the share who said that was the case now.

Share of Average Time Spent per Day on Select Digital Activities by US Adults, by Device, 2011-2017 (% of total digital time spent)

Businesses are becoming more mobile because their audiences are becoming more mobile.

Time spent on mobile devices is growing year over year, according to eMarketer estimates—both in absolute terms and as a share of total time spent with media. More adults are turning to their mobile devices to browse digital video and radio, as well as social networks and more.

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