ComScore has just released a new report, “The 2016 U.S. Mobile App Report.” And, while there is a ton of good data in it, one thing that was very interesting to me: People spend less time on desktops consuming digital media. Just to be clear, not just the share in the device mix has declined, but people actually spend less time on their desktop, which you can see clearly in the graphs.
While the consumption of digital media and your work might not compare well, it shows that people have voted for their preferred form. They don’t want to sit in front of a big screen. I know, companies are often years behind reality when it comes to technology, but people are not—they move fast. In just 3 years, the entire device mix has fundamentally switched.
This will move to the workplace really fast. The majority of our work does not require a desktop. We might like to hide behind one, but most people don’t need one. According to Google – sorry, I have only indirect sources – about 80% of the global workforce (approximately 3 billion) are performing physical or deskless work daily (Google Estimates, Oct 2014; International Labor Organization, Jan 2015). And even those of us who have a desktop or laptop, spend most of our time doing different things like talking to a client on the phone, helping a coworker or – most loved – sitting in a meeting.
To illustrate my point, take a look at the growth in digital time spent. It is almost entirely on mobile and even within the mobile options, 80% on smartphones. The chart below is making this overwhelmingly clear.
My point, if you are thinking about the next “thing” to deliver to your employees: go mobile and go smartphone apps. In fact, the comScore report also shows that apps outgrew mobile web big time. Yes, these are not B2B stats—remember the last time you ignored a trend in B2C? Don’t do it this time.
Image source: The 2016 U.S. Mobile App Report