TV, Mobile See Gains in Viewing Time – US adults spend more time with mobile than print magazines and newspapers combined


Despite an increasing fixation with all things digital—including online video viewing—US adults are still watching more and more traditional TV, whether it’s live or recorded on a DVR or DVD, eMarketer estimates.

The average adult consumer spends 4 hours and 34 minutes each day watching TV and video on a traditional television set this year, up 10 minutes from last year.

Time spent with the internet and mobile phones was also up—by 7.7% and 30%, respectively—and while adults are spending less time than last year with radio and print publications, the increases to TV and digital also mean an increase in total time spent with media, to 11 hours and 33 minutes.

Adults are spending less time than last year with radio and print publications,

Mobile’s 30% jump from 2010 helped propel it past the 1-hour mark, but also means that US adults now spend more time with their mobile phones than with print magazines and newspapers combined, at 1 hour and 5 minutes vs. just 44 minutes.

eMarketer forms its estimates of time spent with media based on a meta-analysis of data from dozens of research sources, including survey and study data. TV and video includes any type of video watched on a traditional TV set, while all online video activities are included in the internet category. Time spent with each medium is averaged across the whole US adult population, not just users of the respective medium. Time spent with each medium also includes all time spent with that medium, regardless of multitasking, so an hour of watching TV while simultaneously on the internet is considered an hour of each activity.

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