Media Trends
Earlier this Spring, Comscore released their 2024 Year in Review for media in Canada and the results are decisive.
- Mobile is dominant—Canadians spent the majority of their online time on mobile devices
- Adoption of connected TV is up—connected television use grew by 5% in Canada (compared to 1% in the United States) and accounted for 15% of online time, or 7 billion hours
- Video content experienced significant growth—between November 2023 and November 2024, video consumption was up by 9% in minutes and 10% in views
- YouTube is #1 for most generations—YouTube is the top mobile app for users aged 18–54
- Facebook is the choice for 55+—those born in 1970 or earlier choose Facebook as their top mobile app
- Desktop usage decreased—Desktop usage accounted for just 23% of online time
In 2024, Canadians spent 41 billion hours online, and 66% of that time was on mobile devices adding up to an average of nearly three hours per day on smartphones and tablets.
Why It Matters
This report confirms what many already know—audiences are online and on the go.
Whether listening to a sermon on a podcast app, reading an article on their favourite ministry website, or browsing an ecommerce store for Bible-teaching resources, most interaction happens through mobile screens.
If your website, emails, or donation pages aren’t optimized for mobile, you’re likely missing opportunities for engagement and giving.
A clunky experience on phones drives people away and especially deters younger and middle-aged supporters who expect convenience from their online experience.
Next Steps
Here are a few ideas you can do today to test your current mobile experience:
- Visit your site and go through your donation flow on a smartphone. Is navigation easy? Do forms load quickly? What design elements could use some re-thinking on mobile?
- Review your forms on mobile. What information would be difficult to enter on a smaller device? Which fields are difficult to read? Are the buttons large enough?
- Click through a few pages on your website while you’re visiting on your phone and make sure they’re responsive. All pages, media, and email templates should adapt seamlessly to mobile screen
If you haven’t already, make time this quarter to optimize your key web pages for mobile. This way you’ll be ready for year-end giving season.
And if you need an expert eye to audit your website for mobile optimization, please get in touch. It’s our honour to help ministries get their life-changing message out to people more effectively in today’s digital-first world.
To learn more from the Comscore report, click on the report here.
When was the last time you reviewed your website or donation experience on a mobile phone, and what did you notice?
Jonathan Andrews
Director of Media | jonathan@eaglecom.ca