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Mobile Time Surpasses TV Time in US

Digital video time is directly replacing TV time

June 5, 2019 (New York, NY) – This year, for the first time, US adults will spend more time using their mobile devices than they will spend watching TV, with smartphone use dominating mobile time.

In 2019, US adults will spend an average of 3 hours and 43 minutes (3:43) on mobile devices daily, excluding voice time, while they will spend 3:35 watching TV. In 2018, the average time spent on mobile was 3:35, with TV clocking in at 3:44.

“We’ve expected that mobile would overtake TV for a while, but seeing it happen is still surprising,” said eMarketer principal analyst Yoram Wurmser. “As recently as 2014, the average US adult watched TV nearly 2 hours longer than they spent on mobile devices.”

Seventy percent of US adults’ mobile time will be spent on smartphones, reaching 2:33 this year, a 9-minute increase over 2018. Smartphone usage will continue to account for most of their mobile consumption—but we also predict growth will slow, increasing by just 3.4% in 2021.

Despite declining time spent watching TV, the news is not all bad for broadcast and cable networks. Digital video time, which includes streaming video via any device (excluding video on social networks), is essentially directly replacing traditional TV time. Adults’ TV time will drop 9 minutes this year, while digital video will jump by 8 minutes. In 2020, TV time will drop another 6 minutes, and video time will increase by 6 minutes.

“While time spent watching traditional TV is declining, the networks already monetize their content that is viewed on OTT [over-the-top] services like Netflix or Hulu,” said eMarketer forecasting analyst Eric Haggstrom. “Soon-to-be-released streaming services from Disney, WarnerMedia and NBCU may allow them to monetize their content more effectively. Whether or not these services gain traction and replace lost audiences remains to be seen.”

Just over 40% of US adults’ daily digital video viewing is done on mobile devices—40 minutes this year and growing—although video is only the third-biggest driver of growth in mobile app engagement. The mobile app activity taking up the most time is listening to digital audio (53 minutes per day), followed by social networking (43 minutes per day).

 

Methodology
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

 

About eMarketer
Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy. eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research, including forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.

 

For more information, contact:

Douglas Clark
Global Director of Public Relations
646-863-8807
dclark@emarketer.com

Corinne Weir
Public Relations Coordinator
646-863-8814
cweir@emarketer.com

Posted on June 5, 2019.