Americans spend more time per day on their mobile phones and tablets than they do reading newspapers and magazines combined, according to new estimates by research firm eMarketer. All forms of digital media saw an increase in daily consumption, including television, DVD, and DVR. Time spent on the internet increased 7.7 percent from 2010; mobile use increased 30 percent during the same time period.
This report is the first in which time spent on a cell phone or tablet surpassed traditional print media. Americans spent less time reading newspapers and magazines and listening to radio in 2011 than they did in 2010, although the increases in television and digital consumption led to an overall increase in daily media use. The average adult now spends 11 hours and 33 minutes engaged with some form of media, with television making up the biggest share at 4 hours and 34 minutes per day. That figure is an increase of about 10 minutes over the previous year and includes time spent viewing both live and recorded programming.
Internet usage increased by 12 minutes in 2011 to an average time spent of 2 hours and 47 minutes, with a jump in viewing online video. For the first time, more than half of the US population views videos online. Half of those watching online video reported watching full-length television shows, and about 37 percent streamed or downloaded feature-length movies.
Print media—newspapers and magazines—are now outpaced by mobile devices in terms of amount of time spent per day. eMarketer estimates the average adult spends 65 minutes on a mobile device every day, while 44 minutes a day is spent consuming print media. In 2010, both print and mobile accounted for 50 minutes of the average user’s day. Mobile saw the biggest increase year-over-year out of all types of media, both in gross gains and percentage. The jump from 50 minutes to 65 means mobile use consumes about one-tenth of the day for the average American.
However the news for mobile isn’t so positive when it comes to advertising revenue. Print media still commands a strong lead in market share for advertising — despite accounting for just 7 percent of time spent, newspapers and magazines take about 25 percent of total media ad revenue. Conversely, mobile advertising is just 1 percent of total ad budgets while commanding 10 percent of users’ time. This chart compares time spent with a certain type of media and the share of ad revenue each represents:
[N]ewspapers and magazines continue to command ad dollars far ahead of their importance in consumers’ day. Part of this is due to the cost of advertising—glossy magazine ads and full-page newspaper spreads command higher rates than much digital advertising. But it also indicates that the revenue troubles for print will likely continue as advertisers follow eyeballs and continue to pull spending from these media.
Find the article as well as the full report here.