Apple’s heavy-handed approach with its mobile operating system has fueled other platforms’ desires to define a new ecosystem unencumbered by the App Store or Google Play. Prediction.

Increased familiarity with payment options like mobile wallets could make customers even more willing to test other new platforms, particularly if they offer even less contact than a phone.

A Few Retail Apps Dominate, but Most Retailers Rely on Mobile Web. We do not estimate the relative size of app commerce versus mobile web commerce, but it’s an important distinction to recognize. Consumers use both mobile web and apps to make purchases in roughly similar numbers, according to Comscore in Q2 2020.

In 2022, US consumers will collectively open 13.1 million new bank accounts via digital channels, per our estimates. We stack up the mobile account opening experiences of the 10 largest US banks (by domestic asset size) and the four largest US neobanks (by users) based on our analysis of 35 emerging features.

Mobile Web Isn’t Dead. Only 18.5% of mobile advertising will be via the web in 2022, according to our estimates. Even so, privacy rules and commissions within apps have boosted in-app costs to the point that some advertisers are looking more closely at mobile web advertising.

Mobile Dominance. Three-fourths of programmatic ad spending flows through mobile. For programmatic video, mobile accounts for two-thirds of spending. Mobile’s share of programmatic video spending is smaller than its share of total programmatic spending because CTV has become a popular device for video advertising.

On Instagram, all impressions are attributed to mobile, whether mobile app or mobile web. In September 2021, 47.3% of total mobile unique visits to Facebook’s app in the US occurred on an iPhone versus Android or other mobile operating system (OS) devices, per an eMarketer calculation of Comscore data. On Instagram, 52.0% occurred on iPhone. Those shares have held steady since January of this year.

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.