Connected TV viewing cuts into mobile’s dominance over US screen time

Key stat: US adults will spend an average of 230.3 minutes per day on mobile in 2023, according to our forecast. While they will spend less time with connected TV (CTV), at 114.9 minutes per day, the gap between CTV and mobile is shrinking.

Beyond the chart:

• Mobile will represent 50.7% of time spent with digital this year, and its share will slip below 50% by 2025, per our projections.
• As CTV time continues to increase, time spent on desktop/laptop will drop to a 14.8% share in 2023, losing 6 percentage points from 2019.

Use this chart:

• Target consumers where they are spending most of their time.
• Align advertising dollars with the scale of CTV.

More like this:

• Connected devices become more shoppable while Apple muscles in on ad revenues
• 3 ways to improve the relationship between ad clicks and conversions
• What’s driving CTV’s advertising growth?
• Time Spent With Connected Devices 2023 (Insider Intelligence subscription required)

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