New York—U.S. adults spend more time on mobile devices than reading magazines and newspapers, according to a new forecast from eMarketer. Mobile usage increased 30% this year over 2010 to more than an hour-per-day compared with just 44 minutes for magazine and newspaper reading, which were down a combined 12%.
Ad dollars still lag behind this shift in usage, according to eMarketer's figures. Print accounts for just 6.8% of the time U.S. adults spend with media, but it garners 24.7% of media advertising dollars. At the same time, mobile accounts for 10.1% of time spent but just 0.9% of advertising spend.