U.S. adults spend most time on traditional TV and video, including DVR and DVD, up 10 minutes from last year to about 4 hours and 34 minutes each day. Internet consumption is about 2 hours and 47 minutes, up 7.7 percent year-over-year, according to a recent study by eMarketer.
Time spent on mobile phones also increase 30 percent to 1 hour and 5 minutes, which surpasses print magazines and newspapers combined, with only 44 minutes.
Adults spend less time on radio and print publications compared to last year, while the increases to TV and digital contribute to the increase of the total time spent with media, to 11 hours and 33 minutes.
While comparing the U.S. ad spending share to the time spent on individual medium, TV is the one getting its fair share. Internet, radio and mobile, however, has higher share on average time spent but lower ad spending share, which indicate an unmet market. Mobile, for example, accounts for more than 10 percent share of adults’ media time each day, but only makes up less than 1 percent of ad dollars.
On the other side, print media continue to command ad dollars far ahead of their share of time spent, eMarketer reported.