Fact: We now use the web more than TV
Americans spent 43.4 percent of media time online
April 24, 2014
It’s finally happened.
Last year Americans spent more time with digital media than any other medium, for the first time ever.
A new report from eMarketer finds that U.S. adults spent 43.4 percent of their major media time with digital devices in 2013, up from 38.5 percent in 2012.
Digital outpaced television, which declined from 39.2 percent of media time in 2012 to 37.5 percent last year.
And the gap will grow over the coming year. In 2014, eMarketer forecasts that digital will account for 47.1 percent of all major media time, the equivalent of five hours and 46 minutes, compared to 36.5 percent for TV, or four hours and 28 minutes.
Digital includes desktop and mobile devices as well as any other internet-connected services, such as smart TVs that stream online shows or gaming consoles connected to the web.
Mobile is driving the digital gains.
“The increase in digital media usage is almost exclusively attributable to mobile,” notes the report.
“In 2014, the average U.S. adult will spend 23 percent more time with mobile on an average day than in 2013, according to the forecast — and that’s led to mobile cannibalizing time spent in just about every other category.”
Mobile is even cannibalizing desktop and laptop usage, which will decline from 19.2 percent of all major media time in 2013 to 18 percent this year, off from a peak of 22.6 percent in 2011.
The report notes that four years ago, mobile devices accounted for just 3.7 percent of major media time.
“Last year, mobile time (excluding voice calls) lined up evenly with time spent online on desktop and laptop PCs, at two hours 19 minutes each. This year, mobile will pull far ahead, to two hours 51 minutes vs. two hours 12 minutes spent online on PCs,” notes the report.
Meanwhile, radio ranks third among the major media at 10.9 percent of all time this year, down from 14.9 percent in 2010.
But print has taken the biggest hit. In 2010, it accounted for 7.7 percent of all major media time. This year it will fall to less than half that, 3.5 percent, or a mere 26 minutes per day. That breaks down to 14 minutes for newspapers and 12 for magazines.
Of course, the print numbers don’t take into account online readership of magazines or newspapers, which is included with digital time.
EMarketer predicts total time with media will grow 1.5 percent this year, to 12 hours and 14 minutes per day.
The report does note that multitasking is taken into account in its estimates. For example, if someone watched an hour of television and used their tablet device for 15 minutes during that hour, it counts as an hour for TV and 15 minutes for mobile.
The more the better for online ads
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