Thursday, April 24, 2014
eMarketer: Digital becoming most-used medium
The report indicates that U.S. adults spend an average of just over 12 hours a day with various media (the report counts each medium separately, even if the user is multitasking with other media). If you look at individual channels, TV remains the medium adults spend the most time with (4 hrs, 31 min in 2013), but the combination of general online channels (PCs, laptops) and mobile (smartphones, tablets) is surpassing TV in time spent with media. The report indicates that in 2012, the average total time with digital fell just shy of the average time with TV (by 7 minutes). Print's downfall continues, with the average time spent with print media in 2014 projected to be only half of the time people spent with print in 2010, and its share of time spent with media dropping to 3.5%. The decline is seen in both newspapers and magazines (slightly slower decline for magazines).
The report also notes that in studies of time spent using media, that video consumption through digital channels remains small compared to traditional TV (in 2013, four and a half hours for TV, 44 minutes for digital). Even there, however, all of the projected gain in usage in 2014 comes from the mobile sector, which eMarketer projects growing 50% in that year.
Source - Mobile Continues to Steal Share of US Adults' Daily Time Spent with Media, eMarketer