The GfK study analyzes the breakdown of how internet time is spent on smartphones versus computers, identifying some interesting differences. For example, social media captures 31% of smartphone internet time, compared to 18% of PC internet time. (That result aligns neatly with recent data from Nielsen, which found consumers devoting 30% of their mobile time to social networks in July of this year, versus 20% of their PC time.)
In another significant disparity, GfK reveals that online video commands an almost 50% greater share of PC than smartphone internet time (13% vs. 9%). Consumers spend a slightly larger share of PC than smartphone time with search (11% vs. 9%), mail (18% vs. 16%), and blogging (4 vs. 3%), while the opposite is true for audio (6% smartphone vs. 3% PC). That last data point is not too surprising, given the growth in popularity of music-listening on mobile devices, as tracked by comScore. Read the rest at MarketingCharts.