TV Remains Tops for Consumer Media Time

Fri Dec 30, 2016

Kathy Crosett

Consumers may be spending more time than ever with their mobile devices, but at the tvgroupviewend of the day, they just want a little downtime. That behavior explains why TV remains the top media format for most of us. This news comes from eMarketer. The firm’s latest study is packed with data about exactly how much we engage with media.

On average, U.S. consumers find about 12 hours and 5 minutes a day to spend on media. That’s almost 1 hour higher than the number was in 2011. Digital media time plays a part in the increase. For example, every day we engage with digital media for 5 hours and 43 minutes. Last year the figure was 5 hours and 28 minutes. Here’s how our mobile digital time of 3 hours and 6 minutes breaks out:

  • Radio 47 minutes
  • Social networks 29 minutes
  • Video 29 minutes
  • Other 1 hour and 20 minutes

Mobile video was the growth star in the past year, increasing 218%. Yet, we may have reached a saturation point as eMarketer analysts expect much smaller growth rates in this format going forward.

Many of us are checking out digital media while glued to our desktops or laptops. No word from eMarketer on how much of the 2 hours and 11 minutes we spend on the following activities are taking place while we are at work:

  • Video 25 minutes
  • Social networks 14 minutes
  • Radio 6 minutes
  • Other 1 hour and 26 minutes

Meanwhile, we spend about an 1 hour and a half a day listening to the radio, probably much of that occurring during our commute. We also devote about 16 minutes a day with traditional newspapers and 15 minutes a day with print magazines. The print figures are slightly lower than they were last year.

Keep in mind that much of our media consumption occurs simultaneously. For example, we may be checking out social networks while we’re watching TV. The good news is consumers are spending significant time with media which means marketers can reach them by buying the media space you’re selling.

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About Kathy Crosett

Kathy is the Research Director for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel.

View all posts by Kathy Crosett
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