This year will be another big year in audience measurement as we enable measurement of broadcast and digital video on mobile devices across both the linear and dynamic ad models.
With this in mind, we have migrated the reporting of mobile use and mobile video use within this report from data taken from our mobile insights survey to metered data through electronic mobile measurement. With this we see some trend breaks as we migrate to a more precise and consistent reporting of mobile consumption, one that is based on measured behavior.
Content in its many forms is a constant draw and the American consumer continues to show us that they want to be entertained and engaged. Media fragmentation drives us to continue to ensure that measurement meets the growing demands to follow that consumer from point of contact to point of purchase.
When looking at U.S. smartphone users, women win the battle of the sexes in terms of time spent on media via apps and the mobile Web. In fact, while all smartphone users spent 89 percent of their mobile media time in Q4 2013 using mobile apps, women spent nearly an hour-and-a-half more than men using mobile apps.