A digital omnivore is a person who uses multiple modalities (devices) to access the

Internet The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a '' network of networks'' that consists of private, pub ...

and other media content in their daily life. As people increasingly own

mobile devices A mobile device (or handheld computer) is a computer small enough to hold and operate in the hand. Mobile devices typically have a flat LCD or OLED screen, a touchscreen interface, and digital or physical buttons. They may also have a physical ...

, cross-platform

multimedia Multimedia is a form of communication that uses a combination of different content forms such as text, audio, images, animations, or video into a single interactive presentation, in contrast to tradit ...

consumption Consumption may refer to: *Resource consumption *Tuberculosis, an infectious disease, historically * Consumption (ecology), receipt of energy by consuming other organisms * Consumption (economics), the purchasing of newly produced goods for curren ...

has continued to shape the digital landscape, both in terms of the type of media content they consume and how they consume it. at least half of all global digital traffic is generated by mobile devices.

Connected devices and digital consumption

A 2015 study of digital media consumption showed that smartphones were primarily used for communication, and tablets were primarily used for entertainment – additionally, both were frequently used in conjuncture with other devices, like televisions. An earlier 2011 analysis of the way consumers in the U.S. viewed news content on their devices throughout the day demonstrated how people use different mobile devices for different functions. On a typical weekend morning, digital omnivores accessed their news using their tablet, favored their computer during the working day, and returned to tablet use in the evening, peaking between the hours of 9pm and midnight. Mobile phones were used for web-browsing throughout the day when users were away from their

personal computer A personal computer (PC) is a multi-purpose microcomputer whose size, capabilities, and price make it feasible for individual use. Personal computers are intended to be operated directly by an end user, rather than by a computer expert or tec ...

. Increased

Wi-Fi Wi-Fi () is a family of wireless network protocols, based on the IEEE 802.11 family of standards, which are commonly used for local area networking of devices and Internet access, allowing nearby digital devices to exchange data by radio wav ...

availability and mobile broadband adoption have changed the way people are going

online In computer technology and telecommunications, online indicates a state of connectivity and offline indicates a disconnected state. In modern terminology, this usually refers to an Internet connection, but (especially when expressed "on line" o ...

. In August 2011, more than a third (37.2%) of U.S. digital traffic coming from

mobile phone A mobile phone, cellular phone, cell phone, cellphone, handphone, hand phone or pocket phone, sometimes shortened to simply mobile, cell, or just phone, is a portable telephone that can make and receive calls over a radio frequency link whi ...

s occurred via a

connection while tablets, which traditionally required a

connection to access the

, are increasingly driving traffic using mobile broadband access. LTE, 5G, and other forms of mobile broadband access are available on the majority of mobile devices. Tablets contributed nearly 2% of all web browsing traffic in the United States in 2011. During this period, iPads also began to account for a higher share of Internet traffic than iPhones (46.8% vs. 42.6% of all

iOS iOS (formerly iPhone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that powers many of the company's mobile devices, including the iPhone; the term also include ...

device traffic.

Implications for marketing, advertisers and publishers

the average amount of time spent daily consuming digital media was eight hours, an increase from 2020 and a further increase from 2019, partially as a result of the

COVID-19 pandemic The COVID-19 pandemic, also known as the coronavirus pandemic, is an ongoing global pandemic of coronavirus disease 2019 (COVID-19) caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). The novel virus was first identi ...

. Social media platforms such as Instagram,

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...

Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...

, and

TikTok TikTok, known in China as Douyin (), is a short-form video hosting service owned by the Chinese company ByteDance. It hosts user-submitted videos, which can range in duration from 15 seconds to 10 minutes. TikTok is an international version o ...

, as well as other online platforms like

YouTube YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...

, incorporate advertisements into the in-app or online experience, with some offering the ability to shop for and sell items through the app or website.

References

{{Reflist Mobile marketing Digital media New media Citizen media Collective intelligence Cloud computing

Connected devices and digital consumption

Implications for marketing, advertisers and publishers

See also

References