Almost three-quarters of mobile consumers use a smart phone, according to results from a Frank N. Magid Associates survey, a figure well above recent estimates from comScore that put the figure closer to 60%, although that figure is based on ownership rather than use. Penetration figures aside, the survey finds that among 18-34-year-old smartphone and tablet users, a leading 35% count those devices as their primary entertainment medium, with 34% pointing to the laptop or PC and just 21% to the TV.
That result, along with the accompanying pronouncement that mobile is “becoming the beating heart of content” are certainly defensible positions. But it may be a little early for the researchers’ declaration that “mobile is the new TV.” Read the rest at MarketingCharts.
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