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2016 U.S. Digital Media

Usage Trends

Overall internet consumption only increased 2.2% in 2015 bringing the total internet users to 265.6M; 83% of the U.S. population uses the internet. Per the chart below, only Instragram saw a double-digit increase from 2015. Overall Internet consumption has reached its maturity.

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Eighty-two percent (262.2M) of the U.S. population uses a mobile phone, up 1.6% from 2015. Even though people are continually converting to a smartphone, double digit growth is over. Of those people who use a mobile phone, 79% use a smartphone, up 8.7% from 2015. Only the wearable category will continue to see growth. There are currently 65.7M wearable users in the U.S.; up 61.3% from 2015.

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Fifty-two percent (166.4M) of the U.S. population uses a tablet, up 4.8% from 2015. In 2016, 48% of tablet users will be iPad users alone. Even though overall smartphone usage is greater than tablet usage, tablets are more likely to be used for shopping and buying. In fact, 77% of tablet users will buy online in 2016.

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Source: US Digital Media Usage: A Snapshot of 2016, eMarketer, December 2015.