A person with many digital devices

A digital omnivore is a person who uses multiple modalities (devices) to access the Internet and other media content in their daily life.[1] As people increasingly own mobile devices, cross-platform multimedia consumption has continued to shape the digital landscape, both in terms of the type of media content they consume and how they consume it.[2] As of 2021, at least half of all global digital traffic is generated by mobile devices.[3]

Connected devices and digital consumption

A 2015 study of digital media consumption showed that smartphones were primarily used for communication, and tablets were primarily used for entertainment – additionally, both were frequently used in conjuncture with other devices, like televisions.[4] An earlier 2011 analysis of the way consumers in the U.S. viewed news content on their devices throughout the day demonstrated how people use different mobile devices for different functions. On a typical weekend morning, digital omnivores accessed their news using their tablet, favored their computer during the working day, and returned to tablet use in the evening, peaking between the hours of 9pm and midnight. Mobile phones were used for web-browsing throughout the day when users were away from their personal computer.[5]

Increased Wi-Fi availability and mobile broadband adoption have changed the way people are going online. In August 2011, more than a third (37.2%) of U.S. digital traffic coming from mobile phones occurred via a Wi-Fi connection while tablets, which traditionally required a Wi-Fi connection to access the Internet, are increasingly driving traffic using mobile broadband access.[6] As of 2021, LTE, 5G, and other forms of mobile broadband access are available on the majority of mobile devices.[7]

Tablets contributed nearly 2% of all web browsing traffic in the United States in 2011. During this period, iPads also began to account for a higher share of Internet traffic than iPhones (46.8% vs. 42.6% of all iOS device traffic.[8]

Implications for marketing, advertisers and publishers

As of 2021, the average amount of time spent daily consuming digital media was eight hours, an increase from 2020 and a further increase from 2019, partially as a result of the COVID-19 pandemic.[9] Social media platforms such as Instagram, Facebook, Twitter, and TikTok, as well as other online platforms like YouTube, incorporate advertisements into the in-app or online experience, with some offering the ability to shop for and sell items through the app or website.

See also

References

  1. ↑ Deans, David. "Digital Omnivores Feast on the New Media Landscape". Digital Lifescapes Blogspot. Retrieved 11 December 2011.
  2. ↑ Gahran, Amy (12 October 2011). "Mobile digital "omnivores" are radically changing media, comScore says". CNN.com Tech. Archived from the original on 10 December 2011. Retrieved 11 December 2011.
  3. ↑ "Mobile percentage of website traffic 2021". Statista. Retrieved 2021-10-22.
  4. ↑ Müller, Hendrik; Gove, Jennifer L.; Webb, John S.; Cheang, Aaron (2015-12-07). "Understanding and Comparing Smartphone and Tablet Use". Proceedings of the Annual Meeting of the Australian Special Interest Group for Computer Human Interaction. OzCHI '15. New York, NY, USA: Association for Computing Machinery. pp. 427–436. doi:10.1145/2838739.2838748. ISBN 978-1-4503-3673-4. S2CID 2450587.
  5. ↑ Donovan, Mark. "Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits". comScore. Retrieved 11 December 2011.
  6. ↑ "Digital Omnivores Graze on Content in Connected Devices World". ConnectedWorld.tv. Archived from the original on 25 April 2012. Retrieved 12 December 2011.
  7. ↑ "Internet Services | T-Mobile's Broadband Internet Access Services". t-mobile.com. Retrieved 2023-03-30.
  8. ↑ Donovan, Mark. "The Rise of Digital Omnivores". comScore. Archived from the original on 13 December 2011. Retrieved 12 December 2011.
  9. ↑ "12 Revealing Post-COVID Marketing Statistics (& How to Act on Them)". wordstream.com. Retrieved 2021-10-22.
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