Adoption of smartphones and tablets accelerates trend
Surges in tablet, smartphone and ereader adoption have stoked demand for content consumed on these devices, including video, audio, social media, games, news, books and periodicals.
eMarketer estimates that the number of US tablet users will reach 89.5 million in 2014, up from 33.7 million in 2011. Tablet users will make up 35.6% of internet users in 2014, up from 14.5% this year.
The number of US adult ereader users will reach 53.9 million by 2014, up from 33.3 million in 2011. eMarketer also expects robust growth in smartphone users, even though that product category is more mature than tablets and ereaders. By 2015, there will be 148.6 million smartphone users in the US, up from 90.1 million in 2011. These users will represent 58% of mobile phone users in 2015, up from 38% this year.
These devices create demand for apps, streaming video and audio, games, ebooks and periodicals, social networking and other marketer-supported activities. Content availability has already skyrocketed to meet the demands of consumers with smart devices, and these confluent trends will help US online video advertising to more than triple over the next four years, eMarketer estimates.
The more consumers adopt new technologies, the more comfortable they become with accessing content on every available screen and expecting the experience to be seamless across devices and platforms. The companies that are best suited to meet these formidable consumer expectations are those that can deliver hardware, software, content and social integration. And the marketers that will get the most out of this new content ecosystem are those that understand how to deliver the best possible experience for each platform.