In July, comScore released a research paper, The Global Mobile Report: How Multi-Platform Audiences & Engagement Compare in the U.S., Canada, UK and Beyond, covering a lot of areas from smartphone penetration to Android vs. Apple preferences.
The most impactful trend for government agencies might be best communicated through this graphic:
In the U.S., tablets and smartphones are driving the majority of digital media usage for 18-to 54-year-olds. People 55 and older are on the cusp of breaking the 50% barrier for mobile and tablet usage.
The exact percentage of device time is a little different than the Millennial Media report we shared a couple weeks ago, but the trend is the same—young people use mobile as their first and most frequent digital platform, and people over 55 are also quickly making that shift.
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