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Digital Set to Surpass TV in Time Spent with US Media Read more at http://www.emarketer.com/Article/

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Digital Set to Surpass TV in Time Spent with US Media - eMarketer



Average time spent with digital media per day will surpass TV viewing time for the first time this year, according to eMarketer's latest estimate of media consumption among US adults.

The average adult will spend over 5 hours per day online, on nonvoice mobile activities or with other digital media this year, eMarketer estimates, compared to 4 hours and 31 minutes watching television. Daily TV time will actually be down slightly this year, while digital media consumption will be up 15.8%.

The most significant growth area is on mobile. Adults will spend an average of 2 hours and 21 minutes per day on nonvoice mobile activities, including mobile internet usage on phones and tablets--longer than they will spend online on desktop and laptop computers, and nearly an hour more than they spent on mobile last year.

This is eMarketer's first time breaking out time spent on tablets and smartphones. It's also eMarketer's first time creating an overall time spent with digital figure. Previously, online time (desktop, laptop) and mobile time (on feature phones, smartphones and tablets) were kept separate.

eMarketer's estimates of time spent with media include all time spent within each medium, regardless of multitasking. Consumers who spend an hour watching TV while multitasking on tablet devices, for example, would be counted as spending an hour with TV and an additional hour on mobile. Such multitasking helps to contribute to the increase in the overall time people spend with media each day, which eMarketer expects to rise from 11 hours and 39 minutes in 2012 to 11 hours and 52 minutes this year.

Time spent with mobile has come to represent a little more than half of TV's share of total media time, as well as more than half of digital media time as a whole. The bulk of mobile time is spent on smartphones, at 1 hour and 7 minutes per day, but tablets are not far behind. Feature phones account for relatively little time spent on nonvoice mobile activities, since few have robust mobile internet capabilities.

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