CTV Widens Its Lead in Digital Video Consumption vs. Mobile and Desktop. Overall, US adults still spend more time consuming media via mobile than they do on “other connected devices.” But amid rising adoption and usage of OTT video services, “other connected devices” have become dominant for consumers to access and consume digital video content.

Mobile ad blocking is a phenomenon predominantly affecting the mobile web, not in-app experiences. There isn’t a robust extension environment on mobile browsers, so mobile ad blocking is primarily driven by a user’s browser choice on their mobile device. Users have adopted privacy-centric browsers alongside ad blocking browser extensions.

One reason is that Canada and the US are not mobile-first economies; in both countries, desktops and laptops were the default internet access device for most people when digital buying took off, and many consumers still prefer completing ecommerce transactions on those larger screens. By the same token, mobile’s share of total retail sales will be far higher in Asia-Pacific than elsewhere, at 23.6%.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

Time Spent Per Day with Mobile vs. Desktops/Laptops. Time Spent Per Day with Digital Video vs. TV. Behind the Numbers: eMarketer’s Forecast Methodology. Our time spent with media estimates for the nine countries covered in this collection are based on an analysis of 11,329 metrics from 400 global sources.