Although mobile video ad spending and viewer numbers are surging, most streaming still happens through TVs. Mobile video consumption and ad spending figures are heavily influenced by out-stream ads that appear within users’ feeds on Facebook, Instagram, Snapchat and Twitter. YouTube also gets much of its traffic from mobile.

Even platforms that get much of their traffic from mobile can benefit

When retailer Cynthia Rowley saw that mobile comprised roughly 72% of its traffic, the company decided to launch a text message channel, giving consumers another communication channel beyond email.

White Ops reported higher rates of ad fraud on desktop video impressions worldwide and reported that 14% of mobile web video impressions and 8% of mobile in-app video impressions were fraudulent. These figures are from the same sample of 50 ANA members—relatively large, sophisticated advertisers that may be accessing inventory through less risky channels than average.

The coronavirus pandemic is changing how people interact, and mobile devices have served as a social and entertainment lifeline as Americans stay at home and practice social distancing measures. This report looks at how US adults are using those devices.

The vast majority of mobile time is browsing online. We estimate that US adults will spend, on average, more than 4 hours with mobile internet, with 88% of that time spent within apps.