US consumers will form new patterns of device use as pandemic norms become habits that are here to stay. This includes usage of mobile and other devices returning to pre-pandemic growth levels. Our forecast for time spent with mobile, connected TV, and other devices show businesses where they should invest.

Smartphones will gain a few competitors in the next several years. As metaverse tools and wearables like virtual reality (VR) headsets become more commonplace, they will cause growth to slow for everyday devices like smartphones.

YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.

Samsung’s diverse device lineup, including fridges and televisions, might entice prospective users embracing connected device payments as the category grows. Starbucks. As a closed-loop wallet designed for one retailer, Starbucks isn’t directly competing with Apple, Google, or Samsung for market share.

RPM devices and solutions are evolving. The most commonly used tools are smartwatches and internet-connected versions of medical devices, but consumers are also taking up biosensors, smart patches, voice technology, and connected clothing. Big Tech plays a major role in driving the growth of remote patient monitoring.

Time spent with other connected devices is outperforming other categories in a range of ways that marketers need to monitor. Time spent with digital video in general will grow by 5.0% this year, but time spent with digital video via other connected devices (mainly CTVs) will grow by 8.4%.

Beyond the chart: YouTube viewing is still increasing on mobile, but growth is much faster on other connected devices like smart TVs and game consoles. In the coming years, the Google-owned platform will make up an increasing share of total time spent with TV and video, while its share of digital video time will stagnate.

As of February 2022, nearly 30% US households with Wi-Fi had an Amazon Fire TV device. More than 20% owned an Echo smart speaker, Fire tablet, or both.

Digital advertising–which appears on laptops, mobile phones and other internet-connected devices–will account for 81.5% of total ad spending of $166.13 billion in the country this year. Shifting market: While China’s economic sluggishness and the pandemic are weighing on ad spending, a government crackdown on large tech companies is also dramatically affecting the industry.

Connected Devices Are Increasingly Important for Digital Video Viewers. Mobile is ceding ground in the digital video mix. Proportionally, consumers in the UK spend more time watching digital video on mobile devices than on any other devices. But other connected devices began gaining ground before the pandemic.

While advertisers and networks struggle to implement new ad solutions, NBCUniversal is making significant advertising plays across streaming, connected devices, and linear TV. Parent company Comcast partnered with Charter Communications to launch a streaming service platform on its smart TVs and streaming box “Flex” that will rival Roku.