Where does the online time go?

By Amy, Eastpoint Software on 16 March 2016

The Interactive Advertising Bureau (IAB) have released their end-of-year stats for internet use in the US (or the “consumer usage digital trend report”).

The full report can be viewed here. If you don’t have time to read the report, here is a brief summary 

  • Internet use across desktops, laptops, mobile and tablets has grown by 3%
  • Time spent online is shiting from computers to mobiles
  • More time is spent on mobiles than tablets
  • More time is spent on apps than mobile versions of websites
  • The continued growth of mobile continues - more time is spent online on them, particularly for younger people
  • The amount of people going online via their computer is steady, but they are spending less time on the internet when they do go online
  • Adults aged 55 and older use computers for the same amount of time as those aged 18-34 

Looking further into the stars, we can see the popularity of apps like Snapchat and Spotify alongside Facebook and Google. Pandora, a music-streaming website that was originally banned in the UK, is also massively popular.

There is a difference between time spent on an app or website and unique visitors, as a measure of popularity. For example Netflix is sixth for time spent online but doesn’t register in the top 25 for unique visitors, as users will login and then watch programmes for hours without needing to interact further.