In July 2018, the 20th e-pub observatory delivered its verdict. The first half of the year email data is synonymous with major changes in digital market shares. The association between mobile and social media is at the heart of these changes. We know today that the time spent on mobile and social media is only increasing. We spend an average of 1h32 on the web, 36% of which is on a computer. Consequently, we spend an average of 59 minutes on the web via our mobile phones.
But what do we do with these 59 minutes on average? Well, we spend 80% of our time on social networks (including messaging), or about 48 minutes. Of course, the ratio between mobile and social media varies depending on the generation. But generations Y and Z are the driving force behind this change. Therefore, the advertising market share between mobile and social media is only increasing.
Let's decipher together this study carried out by the SRI e-pub observatory and how this has an impact on your mobile and social media strategies.
The e-pub observatory report is divided into 5 main parts which take into account:
The digital advertising market which is the heart of the study
A part linked to search as a lever for growth
Display, especially on social networks
The use of mobile in our consumption patterns
A synthesis
Firstly, the study shows that the advertising market share is increasing only in digital. This increase is almost 5 points. This has the effect of reducing the market share of traditional media except TV, which remains stable. However, we must be careful not to confuse investment share and the real cost of advertising. Advertising can be very expensive, especially on old terrestrial channels.