Key Trends for 2014: Always On Means Always Social - eMarketer

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Key Trends for 2014: Always On Means Always Social

Socializing here, there and everywhere

December 11, 2013

In an always-on world, mobile devices are always at-hand as consumers move from screen to screen, according to a new eMarketer report, “Key Digital Trends for 2014.”

Fragmented multiscreen media consumption has left marketers struggling to keep up or get a word in edgewise. Social networking appears to be the glue that binds together the experience of multiple device usage.

Share of Average Time Spent per Day on Select Digital Activities by US Adults, 2010-2013 (hrs:mins and % of total)

2014 will be the year that marketers begin to master the art of engaging with media multitaskers, often via social. This will be reflected in social’s growing share of digital ad spending. eMarketer predicts it will approach 12% in the US in 2014, and nearly 9% worldwide.

Social Network Ad Spending Worldwide, by Region, 2012-2015 (% of digital ad spending)

In effect, mobile enables the social platforms consumers use to share, produce and engage with content. The big shift is the water cooler conversation that once took place the next day at the office now takes place online, in real time. And an increasing portion of that real-time conversation centers around video. In this way, social and video content help connect consumers’ cross-device interactions. In fact, social, mobile, video and advertising are on a rapid convergence path.

The full report, “Key Digital Trends for 2014,” also answers these key questions:

  • What is the role of mobile devices within today’s multiscreen, multiplatform landscape?
  • How does social media bridge consumers’ cross-screen interactions?
  • How are connected consumers changing the speed of marketing interactions and developing a new mode of “always-on commerce”?

This report is available to eMarketer corporate subscription clients only. eMarketer clients, log in and view the report now.


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