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BizReport : Internet : December 13, 2011


Time spent with mobile exceeds magazines, newspapers

Time spent engaged with mobile phones has overtaken that spent reading newspapers and magazines, according to new research from eMarketer. However, despite this increased use, mobile continues to attract a very small share of ad dollars.

by Helen Leggatt

emarketer.jpgAmericans now spend just over an hour each day using their mobile, found eMarketer. That's a 30% increase on last year. Similarly, time spent on the Internet rose by 7.7% YoY and 2 hours 47 minutes each day is now dedicated to online browsing.

Under an hour (44 minutes) is spent reading newspapers (26 minutes) and magazines (18 minutes), the lowest engagement time for all media studied.

Meanwhile, American television consumption increased from last year by 10 minutes to 4 hours 34 minutes.

While television continues to get the lion's share of advertising dollars (42.2%) it appears that ad share for digital components isn't reflected in the amount of time consumers use it. For example, mobile now takes up over 10% of an American adult's media time yet attracts less than 1% of ad spend.

Similarly 25.9% of a consumer's time is spent with the Internet and 21.9% of ad spend is allocated to it while magazines take up just 2.8% of time spent with media yet almost 10% of ad spend is allocated.

Tags: advertising, advertising budget, eMarketer, magazines, marketing budget, media consumption, mobile, newspapers, online marketing, television, US










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