You know from your company or association’s own experiences the past three years that your present and future must be “mobile.” Here’s some data that can support a shake-up in your marketing mix and point you in more targeted directions.

From June 2013 to June 2016, the audience using digital media has exploded — +111% for mobile apps and +62% for the mobile web, but a mere +3% at the desktop, reported ComScore in its 2016 Mobile App Report. Mobile represents 2 out of 3 digital media minutes, with mobile apps alone approaching 60% of total digital time spent. Desktop is losing share to mobile at a rapid rate. “The convenience of smartphones and tablet devices, and the innovation around mobile apps have completely shifted the digital media landscape in favor of mobile,” the report noted.

• The smartphone is the overwhelming leader with 80% share of the growth in digital time spent over the past three years. The tablet is next in line, but far back, with 9% growth share. Why? Because phones now have larger screens.

• Smartphone apps have become the primary access vehicle to the internet, representing half of total digital media time spent.

• Smartphone app usage time over the past year is increasing among every age group — and highest among Millennials. Its surprising that 55-to-64 year-olds are showing the greatest year-over-year increase in smartphone app usage (+37% growth).

• Mobile apps are outpacing the mobile web in time spent by a 7:1 margin (comparing top 1,000 mobile apps vs. top 1,000 mobile web properties) and their audiences are more loyal, spending 20 times more minutes on apps than mobile web visitors.

• The most used app for 7 in 10 smartphone users is on the home screen, which is highly valuable real estate.

• Fatigue may be setting in as a higher percentage of smartphone users reject notification — 38% of users now claim they never or rarely agree to accept them, up from 31% last year.

• The top 10 mobile apps by unique visitors (over 18 years old) were: Facebook (149.5 million), Facebook Messenger (129M), YouTube (116.4M), Google Maps, Google Search, Google Play, Gmail, Pandora Radio, Instagram and Amazon Mobile.

• The top 10 apps with highest concentration of use by Millennials (ages 18 to 34): Yik Yak; PlayStation Official App; Venmo, Twitch, Vine, MeetMe, GroupMe, Tinder, SoundCloud and Wattpad.

Click here to download the full report. — Maxine Golding