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Digital And Mobile Dominate U.S. Media Consumption

June 13, 2019 Kathy Bryan

Digital And Mobile Media

The destination is digital for more than half of time spent with media in the U.S., according to a recent report by eMarketer. Meanwhile, time spent on mobile devices surpassed time spent watching TV for the first time ever.

Overall Media Consumption Has Plateaued

At just over 12 hours per day, it appears overall time spent with media has plateaued in the U.S. Compared to the rest of the world, individuals across the U.S. consume significantly higher amounts of media. France takes the second spot for media consumption, with time spent per day at just over 10 hours.

Mobile Media Consumption Is Greater Than TV Consumption

In the U.S., consumers are spending an average of 3:43 (three hours and 43 minutes) per day on mobile devices, according to eMarketer. This is in comparison to 3:35 spent watching TV, making 2019 the first year time spent on mobile devices is greater than time spent watching TV.

Most Mobile Time Is Smartphone Time

Of the nearly four hours per day consumers are spending on mobile devices, close to three hours (2:55) of that time is spent on smartphones. This is an increase of nine minutes since 2018. The rise of mobile use does not extend to tablets, where usage has declined the last two years.

Most Mobile Time Is App Time

In the U.S., almost three hours of mobile time is spent within mobile apps, compared to just 26 minutes spent on mobile browsers. Listening to digital audio is the top mobile app activity, in part due to the recent growth of podcast audiences. According to a recent survey from Edison Research and Triton Digital, a global audio streaming and podcast marketplace, more than half of U.S. consumers over age 12 have listened to at least one podcast and one-third of people have listened to a podcast in the past month.

Social networking is the second most popular activity within mobile apps. Mobile video, gaming and messaging are also common social app uses.

Minimal Time Spent With Newspapers And Magazines

Of the 12:09 spent with media each day in the U.S., 84% is spent consuming digital media or television. Radio takes 11% of American media consumption time. Meanwhile, print newspapers and magazines receive less than a combined 3% of the daily media consumption time.

As previously reported, U.S. digital media ad spend is predicted to surpass traditional media ad spend this year. Based on media consumption trends, this shift in media dollars is expected to continue.

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About the Author

Kathy Bryan

Kathy Bryan is the Chief Marketing Officer at Digital Media Solutions (DMS). In this role, Kathy is responsible for all aspects of marketing and communications for DMS, the leading global martech company leveraging innovative, performance-driven brand and marketplace solutions to connect consumers and advertisers.

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