FastStats : Publishing Industry Statistics You Can UseMarch 2011
More time with media & Mad for Mobile
You've got to work. You've got to sleep. The time people spend with media each day must max out, right? Wrong.
In fact, according to a meta-analysis, by research firm eMarketer, of dozens of studies, the average time spent daily with all major media increased from 10.6 hours in 2008 to 11 hours in 2010.
Looking at usage by medium, TV grabbed the largest share of our attention—about 40% —though time spent with the tube remained flat. Internet usage grew by 2% over that time, to 23.5%; the market share of magazines declined a percentage point to 3%; and newspapers' share of the pie dropped from 6% to 4.5%. Radio also declined, though it still makes up 14.5% of media consumed. The highest percentage growth? Mobile, which went from a 5% to 7.5% share of time spent with all media.
As far as actual time spent with each medium, consumers spent 28.2% more time with mobile devices in 2010 than 2009, using them an average of 50 minutes a day—equal to the time spent with newspapers and magazines combined (though compared to 4:24 hours spent with TV). Online time increased (6.2%), while magazine time dropped 9.1% from 2009 to 2010 (compared to a 13.2% drop from 2008 to 2009).
Source: eMarketer meta-analysis, December 2010.