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How Recent Consumer Trends On Connected Devices Impact Marketers

During the height of the COVID-19 pandemic in 2020 and 2021, people were spending more time than ever before on connected devices such as tablets and smartphones.

After all, there wasn’t much to do besides sitting at home sharing memes and TikTok videos with your friends from a distance.

Now that we’re midway through 2022 and things have, more or less, returned to normal, we’re seeing the amount of time people have spent with connected devices returning to pre-pandemic growth, according to a recent marketing report.

So, what does this mean for marketers?

Why Current Trends are Good for Marketers

The fact that people are spending less time on their mobile devices than they did during the pandemic isn’t a bad thing. In fact, it would be a little odd if those numbers remained elevated even after people returned to work.

Instead, the fact that growth remains steady compared with pre-pandemic rates means that more people have solidified their habits of using connected devices to stay in touch with the world.

For marketers, this presents tremendous opportunities to reach audiences via connected devices.

Takeaways from Recent Data on Connected Devices Growth Trends

Here are some key takeaways from the research on the growth of connected devices after the pandemic.

1. Digital audio reigns supreme

People love listening to podcasts, music apps, and other audio streaming services. This trend doesn’t appear to be going away anytime soon. So, marketers can capitalize on it by delivering ads through relevant digital audio platforms to reach their intended audience.

2. Mobile users love apps

People who use mobile prefer to use apps over browsers. We anticipate that mobile app users will grow in 2022 while mobile browser use remains stagnant. That means having a perfect app experience will be essential for companies and marketers that rely on apps to deliver information to users.

The most common apps people are using in 2022 are gaming, video, and social networking apps. These present the most opportunities for marketers who want to reach their audiences through targeted mobile advertising.

3. CTV is gaining traction

Connected TV (CTV) is becoming increasingly popular. CTV devices are connected to the internet, allowing users to stream videos from the internet to their TV. These devices include smart TVs, internet-connected gaming consoles, and connected devices such as the Amazon Fire Stick or Roku.

Thus, marketers may want to consider CTV advertising to reach a niche audience, especially if they want to reach millennials and others who have cut the cable cord.

4. Mobile use is increasing even as growth slows

Even though the mobile growth rate is decreasing, there is an increase in the number of people using mobile. In 2022, an estimated 250.7 million adults in the US will use mobile, compared with 244 million in 2020.

Regarding which mobile devices people use, smartphones continue to be the primary mobile device used, with tablets coming in second and feature phones coming in third.

5. Users are watching more videos

In 2022, it is estimated that adults will spend an average of 54 minutes per day watching videos on a connected mobile device. That figure is anticipated to grow by two minutes per day in 2023.

So, where are people watching videos? Mostly, they watch on short-form video platforms like YouTube and over-the-top (OTT) and CTV devices.

Ready to Elevate Your Digital Marketing Game? Let’s Talk

Based on these mobile trends, it’s clear that programmatic marketing is going to be more critical than ever in the coming years.

HealthLink Dimensions offers programmatic advertising services to help you get your message in front of your target audience of healthcare professionals and providers. Contact us to get started!


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