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eMarketer estimates that adults in Canada will spend an average of 9 hours 41 minutes a day using media in 2016, nearly 2.5 fewer hours per day than the average US adult, according to eMarketer’s latest forecast on time spent with media. Mobile is driving the gains in Canada, but the growth rate is slowing.
Time spent with digital media—including both PC and nonvoice mobile usage—now tops TV by nearly an hour a day, and the gap continues to widen. Mobile time exceeds desktop and laptop time by more than half an hour a day.
Gains in time spent on mobile among the total adult population have been partly the result of wider adoption of tablets and smartphones. Also, those who already used mobile devices are spending more time with them than ever. Smartphone users will spend nearly an hour more with their devices 2016 than they did in 2012, as more and more mobile content became available and usage became more and more a part of the daily routine. The pattern for tablet users is similar.
While the decline in time spent with TV is less than 2% each year, the medium is expected to lose 21 minutes per day between 2012 and 2018. In fact, this year, digital’s total will be nearly an hour longer than TV’s. Time spent with mobile has propelled digital’s total well past TV’s, despite slow but steady erosion in time spent with desktop and laptop PCs.
Traditional media in Canada still garners more than half of adults’ time spent with media. TV, print and radio will account for a collective 55.0% of daily media time in 2016. By 2018, traditional media’s share will slide to 51.9%.
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