Despite Time Spent, Mobile Still Lacks for Ad Spend in the US - eMarketer

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Despite Time Spent, Mobile Still Lacks for Ad Spend in the US

US advertisers will spend just 7 cents per US adult per hour spent on mobile this year, vs. nearly $1 for print

April 23, 2014

Mobile may be winning when it comes to its growing share of time spent with media, but advertising dollars are following behind slower than one may expect, according to eMarketer’s latest forecast of time spent with media by US adults.

US Major Media Ad Spending per Hour Spent with Media per Adult, 2010-2014

Print still commands the most ad dollars—despite the fact that it’s losing in terms of absolute time spent with media at double-digit rates each year since at least 2011.

Digital, meanwhile, is growing quickly in terms of media consumption, with mobile leading the way. But US advertisers are only expected to spend 10 cents per US adult per hour spent on digital media this year—and just 7 cents on mobile—compared with nearly $1 on print ads.

Growth of Average Time Spent per Day with Major Media by US Adults, 2011-2014 (% change)

TV will command the second-highest amount of advertiser dollars in terms of time spent by US adults as it continues to hold its own as the primary media activity of the average adult in the country.

eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

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