Trends in Consumers’ Time Spent with Media

DECEMBER 28, 2010

There are only so many hours per day that consumers can spend watching TV, reading newspapers and surfing the internet. But as marketers may suspect, the time devoted to media is undergoing some not-so-subtle changes.

eMarketer recently conducted a meta-analysis of data from dozens of research firms using a variety of methodologies. The result is a series of estimates of how much time consumers spend with all major media, regardless of multitasking or simultaneous usage, from 2008 to 2010. The estimates apply to average media usage of the general public, not solely to the users of each medium.

 

The average time spent with all major media combined increased from about 10.6 hours in 2008 to 11 hours in 2010, according to eMarketer. TV and video (not including online video) captured the lion’s share of all media time, about 40% each year. The  share of media time increased over the same period, from 21.5% to 23.5%, as did mobile’s share, from 5% to 7.5%. The share of time spent with magazines and newspapers fluctuated between 10% and 7.5%, while radio and all other media—video games, movies in theaters and outdoor media—declined.

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