Mobile driving gains in time spent with media (Report)

Time spent with digital exceeds TV by nearly an hour each day

eMarketer_Average_Time_Spent_per_Day_with_Major_Media_by_Adults_in_Canada_by_Device_2016_208174Canadian adults will spend an average of 9 hours and 41 minutes a day using media in 2016 – nearly two-and-a-half hours less than the average U.S. adult – with mobile driving much of the growth.

Time spent with digital media – including both PC and non-voice mobile usage – now exceeds TV by nearly an hour each day (4 hours and 21 minutes for digital, versus 3 hours and 22 minutes for TV), and the gap continues to widen.

The report by eMarketer said gains in time spent on mobile were partly attributable to widespread adoption of tablets and smartphones.

People who already used mobile devices will spend nearly an hour more with them this year than they did in 2012, thanks to increased availability of content and the fact that their use has become part of their daily routine. The pattern for tablet users is similar, the report said.

The research company said there is “slow but steady erosion” in PC and laptop use, with mobile now exceeding the time spent with those devices by more than 30 minutes each day (2 hours, 28 minutes, versus 1 hour and 53 minutes).

The report also predicted time spent with TV would decline by 21 minutes per day between 2012 and 2018, though its declines in time spent over the next three years will be modest: 1.8%, 1.9% and 1.8%.

TV, radio (1 hour, 34 minutes) and print (24 minutes) will account for 55% of the daily time spent with media this year, but that number is expected to drop to 51.9% by 2018.

The biggest drops are for print, with time spent falling by 8.6% in 2014 and a further 7.2% last year. Magazines have been particularly hard hit, with time spent falling by 9.5% and 10.1% in the past two years.

Daily time spent with media is expected to see modest growth over the forecast period, increasing 1.3% this year, 0.5% in 2017 and 0.2% in 2018.

Add a comment

You must be to comment.

Consumer Articles

Flipp improves its shopping app

New features hope to attract more of Canada's mobile-enabled shoppers

The changing face of Boxing Day

Competition from Black Friday and better-informed consumers have affected the biggest shopping day of the year

Coke targets foodies as consumers dodge sodas

As tastes evolve, Coke says it can be paired with more than pizza and wings

Ourdata offers a more charitable ad blocker

B-corp's 'ad enabler' wants to help both publishers and consumers with 'data union'

Ethnic retailing is moving from niche to mainstream

Canadian consumers are changing, but too few retailers are paying attention

Increased demand drives Grocery Gateway’s growth

Longo's CEO says online grocery shopping has 'come of age'

Localize labels talk to consumers about food sourcing

QR codes and a scoring system tell Ottawa shoppers where they're buying from

Consumer shifts put retail hiring at record low

Online shopping and automation means fewer positions to be filled on the floor

A CEO’s tips for using DIY video in consumer marketing (Column)

Vidyard's Michael Litt argues against outdated 'text tunnel vision'