Marketers Embrace Digital More Than Consumers

Bob Sillick, senior researcher, report writer and content manager

Unsurprisingly, marketers and advertisers with companies of all sizes continue to be attracted to digital platforms like a moth to flame while consumers’ interest in all things digital continues to wane. According to data from Insider Intelligence, “74.6% of all US ad spending will go toward digital media during 2023,” however, US adults will allocate “62.1% of their daily media time to digital.”

The gap between marketers and consumers is also revealed when comparing five major digital platforms.

Comparison of Total Digital Ad Spending and US Adults’ Time with Digital, 2023

Insider Intelligence, October 2023

US consumers are also reported to increase spending for connected devices by only 9% during the next year, according to Deloitte’s recent Connected Consumer survey. Seven percent said they would decrease their spending and 63% it would remain the same. A significant percentage (41%) said managing their devices was a burden.

Nonetheless, surveyed Gen Zers and Millennials said using their devices “helps me build connections with people” (72% and 74%, respectively) and they “spend more time interacting with people through my devices than in the physical world” (51% and 47%, respectively).

Another Insider Intelligence report reveals smartphone owners are also slowing their rush to download and use apps. Consumers may have more types of apps on their smartphones but they are installing and using fewer of them. During 2020, the average smartphone user downloaded an average of 21.0 apps but will only download 18.5 apps during 2023.

App developers are also starting to consolidate their products, especially financial apps. Plus, more smartphone users in many parts of the world prefer Asian apps, such as WeChat, AliPay and Grab, to serve as the entry point to the Internet.