Furthermore, the report shows shows that 77% of survey participants said they couldn't live without their smartphone, or always have it within arm’s reach. For US consumers, the situation is an even more stark picture of addiction: 89% said they couldn't live without the device.
Perhaps because of this, three-quarters (74%) of US consumers have watched at least some live video on their smartphones — a number that outpaces the rest of the world, where the average is 65%.
Then there’s virtual reality; a nascent arena, at best. But AOL said that a full 28% of US consumers have experienced VR on their phone, and 31% expect to watch more VR videos in the next 12 months.
All of this mobile interest is having a direct effect on ad dollar allocation. Globally, AOL found that 47% of advertisers expect to increase spending on mobile by 25% or more in 2017, as do 57% of publishers. And in the US, it’s much higher: a whopping 70% of advertisers expect to increase mobile video spend by 25% or more, as do 79% of publishers.