According to EMarketer and Monetate, desktop internet and social network usage growth have plateaued in the US. Some user bases are still growing more quickly than average, but digital’s momentum has moved to mobile. Social media, video viewing, tablet M-commerce, and tablet and smartphone usage figures will be critical for marketers to understand as they develop campaigns to target the growing online and mobile populations, says the report.

While overall growth of Facebook slows, increasing only 2.9% in 2015, the site nonetheless leads the US social network market. In terms of mobile, 47.8% of mobile phone users will access the Facebook site through their device.


Though the number of mobile phone users remains at a near standstill, with growth of just 1.9% in 2015, internet usage on mobile and mobile content consumption are increasing. The report says that 72.8% of mobile phone users will use their device to access the internet at least once per month, and 37.1% of the mobile phone population to listen to music on their phones next year, 64.8% to play games and 40.1% to watch videos.


Video viewing on digital devices continues to go mainstream, says the report, as internet users snack on clips, catch up on favorite shows or stay up-to-date with their favorite sports on mobile phones, tablets, PCs and video streamed to connected TVs.


Tablets are important in the ecommerce space, says the report, with tablet M-commerce sales expected to grow 36.7% in 2015.

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