To understand the future of mobile web usage, the best petrie dish is the Millenials. They’ve got a high level of tech comfort, have a new approach to privacy and transparency — more complex than you think — and are very invested in staying connected with highly fluid social circles.
MediaPost ran a short article yesterday on research from MindShare that is worth a look.
Two highlights:
First, the social sphere of the average college kid is 671 contacts across multiple devices.
How does the average college kid’s social sphere equate to contacts across all digital channels? Exactly 87 email contacts, 146 cell phone contacts, and 438 “friends” on social networks.
And second, the average college kid is moving fluidly across multiple screens.
Also, as unbelievable as it sounds, the study found that college students have an average of 14.3 screens (!) — vastly more than the 5.8 screens that the average adult incorporates into his or her life.
TV, the web and cell phones are the content delivery channels they use. And, in a sign of the future, 92% of college kids have watched a full TV program on the computer in the past year. (This is significant in the context of data that came out from iTunes characterizing TV programs as a small portion of iTune’s entertainment sales. Of course, most college kids are watching the programs for free — they don’t see the need to pay.)
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eMarketer estimates that about 30% of cell phone users access the Internet at least once a month. Kelsey points to a large cohort who are heavy users of the web, driving the average number of monthly sessions to 20, double what it was this time last year.
