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June 12, 2024
Share of Time Spent per Day With Digital by US Adults vs. Share of Digital Ad Spending, by Platform, 2024 (% of time spent with digital and % of total digital ad spending)
Note
Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the number of users ... of each medium. Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals); rich media data for 2017-2022 includes in-stream and outstream video ads; data prior to 2017 includes only outstream video ads. Meta, TikTok, and YouTube digital ad spending numbers are EMARKETER estimates.Methodology
Time spent estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews. Ad spending estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.Chart Title
Share of Time Spent per Day With Digital by US Adults vs. Share of Digital Ad Spending, by Platform, 2024 (% of time spent with digital and % of total digital ad spending)Publication Date
June 12, 2024