The eMarketer definition for nonmobile includes advertising that appears on desktop and laptop computers, as well as other internet connected devices and CTV. We previously called this breakout “desktop and laptop ad spending” but renamed it for this year’s forecast to reflect its inclusion of other nonmobile devices more accurately.

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%.

Desktop/laptop time spent: Includes all internet activities on desktop and laptop computers. (Outside the US and UK, this definition also includes such activities on other nonmobile devices.). Mobile time spent: Includes all internet and non-internet activities* on all mobile devices except for voice calls on the cellular network.

Desktop/laptop time spent: Includes all internet activities on desktop and laptop computers. (Outside the US and UK, this definition also includes such activities on other nonmobile devices.). Mobile time spent: Includes all internet and non-internet activities* on all mobile devices except for voice calls on the cellular network.

Desktop/laptop time spent: Includes all internet activities on desktop and laptop computers. (Outside the US and UK, this definition also includes such activities on other nonmobile devices.). Mobile time spent: Includes all internet and non-internet activities* on all mobile devices except for voice calls on the cellular network.

US programmatic digital display ad spending continued growing at double-digit rates during the pandemic, and we expect it to reach a milestone next year when more than 9 in 10 digital display ad dollars are transacted using some form of automation.