First screen?



Isn't that TV???


You might ask.



It was …


Americans are now spending more time on mobile devices daily than on watching television for the first time, according to a AdReaction study from Millward Brown.





It found that the worldwide gap is even larger, making mobile a first-screen experience for many while the practice of using multiple screen continues to thrive.



Americans now spend 151 minutes per day on smartphones, next to 147 in front of their TVs. But the numbers are even greater elsewhere. In China, consumers spend a whopping 170 minutes a day buried in smartphones, nearly double their TV watching time.



That’s the hard pitch from the organizers of a webinar, presented by the MMA and Swrve.






Mobile: Shaping the First-screen Customer Experience from MMA on Vimeo.




Users in Indonesia, the Philippines, Brazil and Vietnam also spend more total screen minutes on average than the U.S., predominately on mobile.


“It's still a recent phenomenon that people are tethered to their phones while watching TV. Their default is to type something into their smartphone,” said Joline McGoldrick, research director at Millward Brown in an article on Advertising Age


Mobile is heavily shaping the customer experience: In an era where consumers check their smartphones 150 times a day, and where 87% of millennials admit that they have their smartphone at their side all the time, perhaps it's time for marketers to rethink the customer journey and invest in a customer engagement model that is centered around the customers' first screen.