Content marketers beware: Smartphone dominance for internet browsing is challenged

Content marketers beware: Smartphone dominance for internet browsing is challenged Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


Tablet, smart TV and smartwatches are expected to eat into the dominance of mobile phones for internet browsing over the next year meaning that content marketing strategies need to continue to adapt to each device, according to a new report out this week.

The quarterly study of user behaviour by global mobile advertising network Buzzcity found that whilst mobile phones still dominated internet browsing amongst consumers – with 83% using the medium – the figure is actually down on 2014 when 86% of global users were using mobiles for internet browsing,

Tablets meanwhile accounted for 12% and smart TV for 10% of usage. Demand for smart TVs actually nearly doubled in the past year – up from 7% in 2014 to 12% in 2015. With 8% of those surveyed planning to buy a smartwatch in the next six to twelve months the mobile figure is expected to decline further. The study showed that whilst multi-device access, where users are surfing across two or more devices, is small currently at 9% the figure is expected to grow this year thanks to a proliferation of devices. One in ten (12%) use their laptops and PCs to access the internet. 

The research showed that entertainment still dominated the use of the internet this month with 59% using the internet for entertainment, 47% for communications, 29% for reading and searching for news and information, 27% for just passing time and 26% for work, business or studies.

Dr KF Lai, founder and CEO of BuzzCity said: “The increasingly multi device experience that the internet brings will put continued pressure on brand marketers and content developers to acknowledge changing factors, such as browsing habits and how each device is used, and regularly adapt their marketing content to each device. Content marketing strategies will need to take these trends into account.”

The survey covered 4,100 respondents in 23 countries across the Americas, Asia, Africa and Western Europe. 


Digital Marketing World Forum (#DMWF) brings together the worldwide digital marketing community to tackle the challenges that the digital future presents. To find out more visit #DMWF today.

View Comments
Leave a comment

Leave a Reply

Your email address will not be published. Required fields are marked *