Digital media usage_snapshot_2013

US Digital Media Usage: A Snapshot of 2013

This Snapshot provides a key to digital media usage trends next year and how they will be different from this year’s patterns—critical for marketers to understand as they develop campaigns to target the growing online and mobile populations.

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NOVEMBER 2012

Dear eMarketer Reader,

US Digital Media Usage: A Snapshot of 2013 is a great example of eMarketer’s forecasts of digital media usage and penetration, based on our model of comparative estimates and the analysis of multiple perspectives. Our corporate subscribers also have access to industry, demographic and advertising spending numbers and analysis for mobile, social, advertising and more—all digital channels, US and international. In fact, we publish about 200 reports a year on these topics.

We thank you for your interest in the Snapshot and ExactTarget for sponsoring it, making it possible for us to offer it to you today.

Best Regards,

Crystal GurinVice President and Publisher

eMarketer, Inc.75 Broad StreetFloor 31New York, NY 10004

[email protected] (direct)215.266.1436 (mobile)

TwitterThe number of Twitter users is still growing in the double digits, though from a much smaller base than Facebook. Less than 15% of the US online population will use Twitter next year.

FacebookIn the US alone, 146.7 million people will use the social network at least monthly, or nearly 60% of internet users.

2013 US Digital Media UsageAs the population of internet users inches past three-quarters of the US population, growth is continuing to slow. Social network usage growth is still higher, but down signi�cantly from earlier years to just 4.1%.

Social Network Users

164.2Mup 4.1% from 2012

Facebook Users

146.7Mup 3.9% from 2012

Internet Users

245.2Mup 2.6% from 2012

Twitter Users

36.3Mup 14.2% from 2012

EcommerceLike internet use overall, ecommerce is growing slowly in terms of penetration. Nearly 190 million Americans will research and browse for products online, leaving relatively little room for growth. Average spending levels, and mobile commerce usage, will be bigger growth areas.

Online GamingMobile will remain the biggest growth area for gaming, with a 19% increase in usage. Smartphone gaming will rise even faster, by 27.8% to 97.6 million—surpassing the total number of online casual gamers for the �rst time.

Online Shoppers

189.6Mup 2.9% from 2012

Online Buyers

156.1Mup 4.2% from 2012

Online Console Gamers

44.0Mup 9.7% from 2012

Social Gamers

80.9Mup 5.8% from 2012

Online Casual Gamers

97.3Mup 3.9% from 2012

Mobile Gamers

121.3Mup 19% from 2012

Smartphone Gamers

97.6Mup 27.8% from 2012

95.6%of smartphone users are

mobile internet users

Smartphone Users

137.5Mup 18.8% from 2012

Mobile Internet Users

143.8Mup 18% from 2012

All Mobile Phone Users

247.5Mup 2% from 2012

Mobile Usage The overall mobile pie is huge, close to saturation at almost 250 million people. More and more of those are pocketing smartphones, which means they’re also on the mobile internet—and exposed to more opportunities for advertising and marketing, with greater immediacy and relevance, than ever before.

20132012

Online Video ViewersAgain, growth is relatively slow in the total number of online video viewers. Newer activities, like watching video on mobile devices or viewing long-form content like TV shows and movies online, are gaining ground quickly, however. Smartphone video viewing in particular will rise nearly 22% next year.

All Mobile Video Viewers

73.3M22.9% of population29.6% of mobile phone usersup 19.8% from 2012

Online Video Viewers

178.7M56% of population73% of internet usersup 5.6% from 2012

Smartphone Video Viewers

70.8M22.2% of population51.5% of smartphone users96.6% of mobile video viewersup 21.8% from 2012

Online Movie Viewers

87.6M27% of population36% of internet usersup 15.8% from 2012

Online TV Viewers

110.4M35% of population45% of internet usersup 12.8% from 2012

KEY

Tablets & EreadersTablets took off quickly after the release of the iPad, but their fast growth has come from a relatively small base. Next year, they will �nally be in the hands of four in 10 internet users, or three in 10 Americans. iPads will continue to make up the lion’s share of tablets in the country.

Ereaders, meanwhile, are a slower growth area. They will be about half as prevalent as tablets next year, as usage of the single-purpose devices grows by just 11.7% among adults.

Tablet Users

99.0M31% of population40.4% of internet usersup 42.3% from 2012

iPad Users

70.5M22.1% of population28.7% of internet usersup 32.6% from 2012

Adult Ereader Users

50.9M21% of adult population25.8% of adult internet usersup 11.7% from 2012

45.6Min 2012

up from

71.2%of tablet users

will be iPad users

In 2013

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