In assembling a list of words to describe the millennial generation, ‘mobile’ should most certainly be considered a top contender. Today, smartphones have found their way into the hands of people everywhere, offering users the ability to do just about anything with a click or a swipe. In addition, platforms like Facebook have proven to win the hearts of digital users around the world. As a result, advertisers have shifted their methods for reaching consumers, no longer relying on traditional media to do the job.

Just when you thought Facebook couldn’t exceed its astonishing growth, think again. According to the platform’s most recent first quarter earnings report, Facebook reached 1.7 billion monthly users. Not only that, but the monthly mobile-only user base hit 894 million, up from 823 million in the previous quarter. In other words, 54% of all Facebook users only access the platform on mobile. It’s not just the core Facebook platform; Facebook owns three other platforms with hundreds of millions of mobile users as well, including Instagram, that has the same types of ad targeting options as Facebook.  

Time spent consuming digital content in the UK continues to grow in 2016, increasing by an additional 25 minutes a day since 2015 while TV and radio continue to decline. This year, digital will own 50% of total media consumption in the UK. The real reason digital consumption is growing so fast is due to the increase in time spent on mobile, up 18%, the time spend on desktops and laptops is flat, declining slightly. This smartphone growth contributes to an even more significant trend, which is the portion of advertising spend on mobile. As of 2016, mobile ad spend will own 29% of total ad spend. By 2018, the share of mobile ad spend of digital will reach 40%. Since people are spending a vast amount of time on mobile, advertisers have reacted, putting their ad dollars to mobile.

For more major trends in digital advertising today, check out our most recent Advertising Index Report.