As the average time spent with digital video continues to increase, wouldn’t it be amazing to be able to present your brand’s video content with an experience just like on your audience’s favorite streaming platform?

Average daily time spent with media shot past the 10-hour mark last year, pushing media consumption to new levels in Canada.

The average US adult spent 25 additional minutes per day on mobile apps in 2020 than the year prior, according to eMarketer. And we expect these gains across most mobile activities will become permanent this year. In fact, we anticipate US adults will add 6 minutes to their average time spent with apps. As data suggests, it is clear that marketers need to revisit their mobile strategy for the year ahead. Curated by eMarketer, this collection of articles, insights, and interviews will help you understand the mobile landscape today across key areas such as in-app advertising, video, SMS, gaming, and more.

In H1 2021, the average time spent per day with mobile was 2 hours, 18 minutes (2:18)—compared with 3:19 spent with desktops/laptops and tablets. Mobile devices also claimed less time than broadcast TV (2:19).

Penetration was also above average among the oldest, ages 55 to 64. The average time spent daily with mobile devices was 3:00 in 2021—a decline of 10 minutes since 2020. Total time spent with PCs and tablets also dropped, from 2:20 to 2:10 daily.

The average times spent daily with broadcast radio and live TV remained constant between H1 2020 and H1 2021, at 1:36 and 1:55, respectively. During the same period, time spent daily with print press rose by 4 minutes to reach 33 minutes. However, it was clearly overtaken by online press, which occupied an average of 43 minutes each day.

As in 2019 and 2020, the combined time spent on PCs, smartphones, and tablets exceeded 10:00 per day in H1 2021, on average. Mobile still claimed the larger share, at 5:45, but PCs and tablets posted an average 5:11 each day. Those figures rose by 15 minutes and 33 minutes from H1 2020, respectively.

Time spent daily with broadcast radio rose by 2 minutes year over year (YoY) to 1:12, but the average time spent with music streaming leapt from 1:23 to 1:40. Similarly, the reach of digital video has surpassed that of traditional TV. Live TV posted a minimal decrease in reach compared with H1 2020, to 86.9% of those surveyed.

Moreover, PCs and tablets once again claimed the largest slice of media time for internet users, at an average 3:09 per day—a year-over-year (YoY) increase of more than 20 minutes daily. Mobile devices ranked second in terms of time spent, at an average 2:21 daily. That was also up compared with 2020, but by a smaller margin than time spent with larger digital screens.