US Time Spent with Media: eMarketer's Updated Estimates and Forecast for 2013–2018 - eMarketer

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US Time Spent with Media: eMarketer's Updated Estimates and Forecast for 2013–2018

eMarketer Report

By: eMarketer

Published: November 09, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

eMarketer estimates US adults will spend an average of 12 hours 5 minutes a day using major media in 2016, up 5 minutes from 2015. Media multitasking, particularly on smartphones, will drive the increase, as traditional media continues losing share of time spent.

  • Average daily time spent with all forms of digital media (desktop/laptop and nonvoice mobile) will total 5 hours 42 minutes in 2016, or 47.2% of total time spent by US adults. Nonvoice mobile time will exceed desktop/laptop time by nearly an hour per day.
  • TV remains a large part of the media mix for the average US adult, with more than 4 hours of daily usage. But its total is slipping year by year, and it will fall short of digital’s total by more than 2 hours in 2018.
  • Print’s share of time spent continues to shrink—mainly because the size of its audience is steadily declining, not because users are reading much less. By contrast, nondigital radio will maintain a large user base, but its time-spent figure is slowly declining in the face of competition from digital radio.
  • For the most part, the share of ad spending and share of consumer time spent in the US are closely aligned, especially when it comes to digital and TV. But print will get a far higher share of ad spending than of time spent (14.4% vs. 3.8% in 2016).

"Digital will account for nearly half of US adults’ total time spent with media in 2016. Mobile will be responsible for the majority of these digital minutes."

Table of Contents

Overall Media Time

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A Closer Look at Mobile: Apps Lead the Way

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Comparing Share of Ad Spending vs. Share of Time Spent

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Complete Forecast

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55 charts are included in the full report:

US Time Spent with Media: eMarketer’s Updated Estimates and Forecast for 2013–2018

Average Time Spent per Day with Major Media by US Adults, 2016 (hrs:mins)

Overall Media Time

Average Time Spent per Day with Major Media by US Adults, 2013-2018 (hrs:mins)

Growth of Average Time Spent per Day with Major Media by US Adults, 2013-2018 (% change)

Share of Average Time Spent per Day with Major Media by US Adults, 2013-2018 (% of total)

Average Time Spent per Day with Digital Video by US Adults, by Device, 2013-2018 (hrs:mins and CAGR)

US Adult Major Media Users, 2013-2018 (millions)

Average Time Spent per Day by US Adult Users of Each Major Medium, 2013-2018 (hrs:mins)

A Closer Look at Mobile: Apps Lead the Way

Average Time Spent per Day with Nonvoice Mobile Activities by US Adults, by Device, 2016 (hrs:mins)

Average Time Spent per Day with Mobile Internet Among US Smartphone and Tablet Users, In-App vs. Mobile Web, 2013-2018 (hrs:mins)

Average Time Spent per Day on Select Digital Activities by US Adults, by Device, 2013-2018 (hrs:mins and CAGR)

Comparing Share of Ad Spending vs. Share of Time Spent

Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2016-2018 (% of total)

Complete Forecast

US Adult Major Media Users, 2013-2018 (millions)

US Adult Major Media User Penetration, 2013-2018 (% of adult population)

US Adult Major Media User Penetration, 2016 (% of adult population)

Time Spent with Major Media

Average Time Spent per Day with Major Media by US Adults, 2016 (hrs:mins)

Average Time Spent per Day with Major Media by US Adults, 2013-2018 (hrs:mins)

Average Time Spent per Day with Major Media by US Adults, 2013-2018 (hrs:mins and CAGR)

Growth of Average Time Spent per Day with Major Media by US Adults, 2013-2018 (% change)

Share of Average Time Spent per Day with Major Media by US Adults, 2013-2018 (% of total)

Time Spent with Major Media—by Users of Specific Media Types

Average Time Spent per Day by US Adult Users of Each Major Medium, 2013-2018 (hrs:mins)

Growth of Average Time Spent per Day by US Adult Users of Each Major Medium, 2013-2018 (% change)

TV and Digital Video

Average Time Spent per Day with TV* Among US Adult TV Viewers, by Age, 2013-2018 (hrs:mins)

Growth in Average Time Spent per Day with TV* Among US Adult TV Viewers, by Age, 2013-2018 (% change)

US Adult TV* Viewers, by Age, 2012-2018

US Adult TV* Viewer Penetration, by Age, 2012-2018 (% of population in each group)

US Adult TV* Viewer Share, by Age, 2012-2018 (% of total)

Average Time Spent per Day with TV* Among US Adult TV Viewers, by Generation, 2013-2018 (hrs:mins)

Growth in Average Time Spent per Day with TV* Among US Adult TV Viewers, by Generation, 2013-2018 (% change)

US Adult TV* Viewers, by Generation, 2012-2018

US Adult TV* Viewer Penetration, by Generation, 2012-2018 (% of population)

US Adult TV* Viewer Share, by Generation, 2012-2018 (% of total)

Average Time Spent per Day with TV* Among US Adult TV Viewers, by Gender, 2013-2018 (hrs:mins)

Growth in Average Time Spent per Day with TV* Among US Adult TV Viewers, by Gender, 2013-2018 (% change)

US Adult TV* Viewers, by Gender, 2012-2018

US Adult TV* Viewer Share, by Gender, 2012-2018 (% of total)

Average Time Spent per Day with Video by US Adults, by Device, 2016 (hrs:mins)

Average Time Spent per Day with Digital Video by US Adults, by Device, 2013-2018 (hrs:mins)

Average Time Spent per Day with Digital Video by US Adults, by Device, 2013-2018 (hrs:mins and CAGR)

Average Time Spent per Day with Digital Video by US Adults, by Device, 2016 (hrs:mins)

Digital Activities

Average Time Spent per Day on Select Digital Activities by US Adults, by Device, 2013-2018 (hrs:mins and CAGR)

Share of Average Time Spent per Day on Select Digital Activities by US Adults, by Device, 2013-2018 (% of total digital time spent)

Average Time Spent per Day on Select Digital Activities by US Adult Users of Each Medium, 2013-2018 (hrs:mins)

Mobile

Average Time Spent per Day with Nonvoice Mobile Activities by US Adults, by Device, 2016 (hrs:mins)

Average Time Spent per Day with Mobile Internet Among US Smartphone and Tablet Users, In-App vs. Mobile Web, 2013-2018 (hrs:mins)

Share of Average Time Spent per Day on Mobile Internet Among US Smartphone and Tablet Users, In-App vs. Mobile Web, 2016 (% of total)

Average Time Spent per Day with Mobile Messaging Apps by US Adults, 2014-2018

Radio

Average Time Spent per Day with Radio by US Adults, by Media, 2013-2018 (hrs:mins)

Time Spent vs. Ad Spending

Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2016-2018 (% of total)

Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2016 (% of total)

US Major Media Ad Spending per Hour with Media per Adult, by Media, 2014-2019

US Digital Ad Spending per Hour Spent with Select Digital Media Activities per Adult, 2013-2018

Share of Average Time Spent per Day with Select Digital Media Activities by US Adults vs. US Digital Ad Spending Share, 2016

Share of Average Time Spent per Day with Select Mobile Nonvoice Activities by US Adults vs. US Mobile Ad Spending Share, 2016 (% of total)

Share of Average Time Spent per Day with Select Video by US Adults vs. Video Share of US Total Media Ad Spending, 2016-2018

Share of Average Time Spent per Day by US Mobile Internet Users and US Mobile Internet Ad Spending Share, In-App vs. Mobile Web, 2016 (% of total)