May turned out to be a banner month for mobile as it delivered on some huge milestones which underscored just how impressive the medium’s ascendance has been in the past few years. Mobile platforms – smartphones and tablets – combined to account for 60% of total digital media time spent, up from 50% a year ago. And perhaps more impressively, mobile apps accounted for more than half of all digital media time spent in May, coming in at 51%.
Internet Radio Leads Categories Generating Majority of Activity from Mobile
While the mobile platform shift continues unabated, not every content category has experienced the shift at the same speed. An analysis of the leading content categories (based on those with at least 10 billion minutes of total engagement in May) showed which have seen the most pronounced shift to mobile. Amazingly, but perhaps not altogether unexpectedly, a couple of important categories have shifted almost exclusively to mobile. Digital Radio, led by category leader Pandora now generates more than 96% of its total engagement from mobile devices. Meanwhile the Photos category, with key players such as Instagram and Flickr leading the way, also attracted 96% of its activity from mobile. Other categories getting at least 90% of their engagement from mobile include Maps (thanks to Google Maps, Apple Maps, and others) and Instant Messengers (led by Facebook Messenger, WhatsApp, Viber and others).
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