Report: Mobile Surpasses Print in terms of Time Spent, but Ad Dollars Aren’t Following

According to digital measurement firm eMarketer, the time consumers spend on mobile devices has surpasses that of print media for the first time ever, following research in 2010 that pegged the two neck and neck at 50 percent each. Time spent on mobile devices is now an average of 65 minutes a day, compared to 44 …   Read More

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According to digital measurement firm eMarketer, the time consumers spend on mobile devices has surpasses that of print media for the first time ever, following research in 2010 that pegged the two neck and neck at 50 percent each.

Time spent on mobile devices is now an average of 65 minutes a day, compared to 44 minutes a day for print (magazines and newspapers combined).  Time on the internet was 2 hours and 47 minutes (an increase of 12 minutes from 2010), but TV still dominates with an average of 4 hours and 34 minutes. TV was also able to increase its share of people’s time by 10 minutes.

Most interesting from our point of view is the continued expansion of mobile engagement in general.  Mobile saw both the biggest absolute and percentage jumps in time spent. That additional 15 minutes translates into a 30 percent increase, meaning roughly 10 percent of the average U.S. adult’s day is now spent on mobile, yet mobile only accounts for about 1 percent of advertising spending.  Surprisingly, print still commands an outsized share of ad budgets, taking 25 percent of ad spending, despite dwindling to only 7 percent of time spent with all types of print media.

So it continues — even though consumers spend an increasingly dominant amount of time on mobile devices, brands still aren’t adjusting their marketing budgets to account for it.  Why do you think this is still the case?  Is it a lack of understanding?  Is it fear over annoying users or violating privacy regulations?  We’d love to hear your opinions in the comment section.

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3 comments

  1. Steve

    I think it is the 'stick in the mud syndrome'. I have clients that jump at the opportunity to use my mobile services and consulting, and I have many that don't. Those that don't always happen to be business people that actually expect customer to keep coming into their stores. Those that are using mobile services are going after new customers and developing customer loyalty.

  2. keith

    I think most companies are just watching and waiting for a successful leader to emerge to provide a good winning model. As your article suggests, the numbers are getting to compelling for companies to continue to ignore much longer.

  3. Quentin Aisbett

    A lot surprises me when it comes to business preparation or engagement in a digital environment, to the point that I really shouldn't be surprised. But, it is mobile advertising that I don't understand, why are some simply not identifying the opportunity? Just reward for those with an open mind I guess….

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