US Time Spent with Media: eMarketer's Updated Estimates for Spring 2016 - eMarketer

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US Time Spent with Media: eMarketer's Updated Estimates for Spring 2016

eMarketer Report

By: eMarketer

Published: June 01, 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. Mobile will drive the increase, as traditional media continues losing share of time spent. But the pace of change is slowing.

  • Growth in time spent with media is slowing—as are shifts in adults’ allocation of their time among the various media. By 2018, growth in total time spent is expected to be a negligible 0.1%.
  • Nondigital TV remains the largest single element of adults’ media day, far exceeding time spent with any one part of the broad “digital” category. Collectively, though, digital usage will exceed time spent with TV by more than 90 minutes per day in 2016.
  • Digital video will account for more than an hour a day of adults’ time spent with media this year, with mobile devices powering the biggest share of this usage.
  • Social networking has shifted from a predominantly desktop/laptop activity to a mainly mobile one. However, social will continue to command a relatively small portion of total time spent with media overall.
  • TV viewers will still outnumber internet users, though the gap keeps narrowing. TV penetration among young adults is declining significantly—as is time spent even among young adults who continue to be viewers.
  • Print will continue to lose share of time spent—in large part because the numbers of magazine and newspaper readers are steadily declining. Nondigital radio retains a large user base, but its time-spent figure is slowly declining in the face of competition from mobile digital radio.
  • More than eight in 10 US internet users will engage in simultaneous usage of the internet and TV, and the number will continue to grow.

"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

When the Big Change Is a Slowdown in Change

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Tracking the (Modest) Ups and Downs

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A Closer Look at Time Spent with Digital Video

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A Closer Look at Time Spent with Social Networks

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Quantifying the User Base for Major Media

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Comparing Share of Ad Spending vs. Share of Time Spent

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The Media-Multitasking Factor

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Complete Forecast

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71 charts are included in the full report:

US Time Spent with Media: eMarketer’s Updated Estimates for Spring 2016

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

Tracking the (Modest) Ups and Downs

Average Time Spent per Day with Major Media by US Adults, 2012-2018 (hrs:mins)

Share of Average Time Spent per Day with Major Media by US Adults, 2012-2018 (% of total)

Average Time Spent per Day by US Adult Users of Each Major Medium, 2012-2018 (hrs:mins)

Growth of Average Time Spent per Day with Major Media by US Adults, 2012-2018 (% change)

A Closer Look at Time Spent with Digital Video

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 and CAGR)

A Closer Look at Time Spent with Social Networks

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

Average Time Spent per Day on Select Digital Activities by US Adult Users of Each Medium, 2012-2018 (hrs:mins)

Share of Average Time Spent per Day on Select Digital Activities by US Adults, by Device, 2012-2018 (% of total digital time spent)

Quantifying the User Base for Major Media

US Adult Major Media Users, 2012-2018 (millions)

US Adult Major Media User Penetration, 2012-2018 (% of adult population)

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

Average Time Spent per Day with TV* Among US Adult TV Viewers, by Age, 2012-2018 (hrs:mins)

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)

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 with Select Digital Media Activities by US Adults vs. US Digital Ad Spending Share, 2016

Share of Average Time Spent per Day by US Mobile Internet Users and US Mobile Internet Ad Spending Share, In-App vs. Mobile Web, 2016-2018 (% of total)

The Media-Multitasking Factor

US Adult Simultaneous Internet & TV User Penetration, by Device, 2014-2018 (% of internet users)

US Adult Simultaneous Internet & TV Users, by Device, 2014-2018

US Adult Simultaneous Internet & TV User Penetration, by Device, 2014-2018

US Adult Related-Content Simultaneous Internet and TV Users and Penetration, 2014-2018 (millions and % of adult simultaneous internet and TV users)

Complete Forecast

US Adult Major Media Users, 2012-2018 (millions)

US Adult Major Media User Penetration, 2012-2018 (% of adult population)

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

Time Spent with Media Overall

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, 2012-2018 (hrs:mins)

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

Share of Average Time Spent per Day with Major Media by US Adults, 2012-2018 (% of total)

Growth of Average Time Spent per Day with Major Media by US Adults, 2012-2018 (% change)

Time Spent with Media—by Users of Specific Media Types

Average Time Spent per Day by US Adult Users of Each Major Medium, 2012-2018 (hrs:mins)

Growth of Average Time Spent per Day by US Adult Users of Each Major Medium, 2012-2018 (% change)

TV and Digital Video

Average Time Spent per Day with TV* Among US Adult TV Viewers, by Age, 2012-2018 (hrs:mins)

Growth in Average Time Spent per Day with TV* Among US Adult TV Viewers, by Age, 2012-2018 (% 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, 2012-2018 (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, 2012-2018 (hrs:mins)

Growth in Average Time Spent per Day with TV* Among US Adult TV Viewers, by Gender, 2012-2018 (% 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)

Share of Average Time Spent per Day with Video by US Adults, TV* vs. Digital**, 2016 (% of total)

Average Time Spent per Day with Video by US Adults, by Device, 2012-2018 (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 with Social Networks by US Adults, by Device, 2016 (hrs:mins)

Average Time Spent per Day on Select Digital Activities by US Adult Users of Each Medium, 2012-2018 (hrs:mins)

Share of Average Time Spent per Day on Select Digital Activities by US Adults, by Device, 2012-2018 (% of total digital time spent)

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

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, 2012-2018 (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)

Radio

Average Time Spent per Day with Radio by US Adults, by Media, 2012-2018 (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 Spent with Media per Adult, by Media, 2012-2018

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 Video by US Adults vs. Video Share of US Total Media Ad Spending, 2016-2018

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 by US Mobile Internet Users and US Mobile Internet Ad Spending Share, In-App vs. Mobile Web, 2016-2018 (% of total)

Simultaneous Usage

US Adult Simultaneous Internet & TV Users, by Device, 2014-2018

US Adult Simultaneous Internet & TV User Penetration, by Device, 2014-2018 (% of internet users)

US Adult Simultaneous Internet & TV User Penetration, by Device, 2014-2018

US Adult Related-Content Simultaneous Internet and TV Users and Penetration, 2014-2018 (millions and % of adult simultaneous internet and TV users)