Overall, the amount of time spent consuming media in all its
forms -- digital, TV, radio and print -- is cranking ever upward,
though radio and print are dropping off, according to eMarketer.
U.S. adults are spending an average of 11 hours and 52 minutes
every day with media, up 13 minutes from last year.
The surge in digital consumption has predictably been driven by
mobile. U.S. adults now spend an average of two hours and 21
minutes per day using their mobile devices for activities other
than phone calls, up 46 minutes from last year.
Time spent on smartphones, tablets and feature phones now also
exceeds time spent on PCs, which clocked in at two hours and 19
minutes. The figure for PC use may seem low to any office worker
who spends most days in front a computer screen, but eMarketer is
taking all U.S. adults into account, some 20% of which still don't
use the internet, according to Clark Fredrickson, VP-communications
at the research firm.
The figures account for time spent with every unique medium,
regardless of the overlap in consumption. Thus, people watching a
basketball game while simultaneously continually tweeting about it
from their tablets would count for two hours spent watching TV and
two hours spent using a mobile device.
To produce the report, eMarketer aggregated data points from
more than 40 research institutions, including audience measurement
companies, academic institutions and online media companies.
