On today's episode, we discuss five milestone changes in how Americans are consuming media. We then talk about multiscreen behavior, newspaper readership trends, and movie studios figuring out the right theatrical release strategy. Tune in to the discussion with eMarketer director of forecasting Oscar Orozco and forecasting analyst at Insider Intelligence Peter Vahle.

On today's episode, we discuss Twitter's major initiatives and figure out what the platform will look like after it reinvents itself. We then talk about Facebook's cost-per-thousand (CPM) recovery, TikTok's ecommerce efforts, and a recent study about COVID-19 news on Facebook. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.

According to Mexico’s National Institute of Statistics and Geography (INEGI), newspaper readership has continued on a downward spiral. In February 2015, nearly half (49.4%) of the country’s population—who were literate and over the age of 18—read newspapers. As of February 2020, this figure amounted to less than one-third (30.4%). Magazine readership did not fare much better.

The US lags somewhat, with 79.6% of digital ad spending on mobile in 2020. As digital usage in the US and worldwide continues to shift toward smartphones, China-based apps are serving as inspiration for US companies.

The reports in this collection look at time spent with media in the US, Canada, the UK, France, Germany, China, Japan, South Korea and India. Two other reports take a close look at time spent with mobile and social in the US.

Readers in Japan spend slightly more time with newspapers than do users in other markets (15 minutes per day this year, compared with 9.4 minutes in the US), but the figures are still small compared with other platforms.

Last year, Russia recorded low print readership rates, according to GlobalWebIndex/Publicis Media, and those values continue to slide dramatically. Just 37.1% of internet users ages 16 to 64 had read a print newspaper in the month prior to polling in Q1 2020, and 35.0% had read a print magazine. Penetration of both was higher among respondents ages 35 and older and in affluent homes.

“These better, more personalized types of experiences that lead to a reader logging in, or having some sort of authentication, give a much better, more persistent record that can be managed across different channels and systems,” Munchbach said. “There’s a lot of upside to that.

According to the same Episerver survey, 36% of US digital shoppers went to Google first when they didn’t have a specific product in mind, while 36% went to Amazon. US digital shoppers were also much more likely to start on social when they didn’t have a specific product in mind (8%) than if they did (1%).

Our forecast does not include demographic breakdowns of print readers, but it’s safe to conclude these readers skew older, especially among those ages 65 and older. For younger consumers, digital outlets have become their go-to source for news, especially social media.

A: Advertising on newspapers and magazines will continue to show sharp declines as readership and advertisers shift to online platforms. Radio and TV will also show decreases, but much more moderately. Importantly, while the overall digital market will grow rapidly, the format mix is changing.

Q: How much of the total digital display ad spending market in the US is made up of programmatic (using DSP)? A: We estimate that this year, US advertisers are spending just under 85% of their digital display budgets via programmatic channels.

Digital's share of time spent is above 50% in China, US, UK, South Korea and Canada, but under 50% in France, Germany, Japan and India.

The upcoming US election will determine the direction for technology policies that will have a profound impact for marketers. This report will lay out scenarios for what marketers can expect in several key policy areas in 2021 and beyond.

The technology includes an ankle bracelet, smartphone app, biometric reader, and voice communication to monitor and restrict people who are quarantined or isolated. China’s governmental health authorities are using facial recognition, closed-circuit television (CCTV) and temperature-sensing technology to identify suspected COVID-19 cases and enforce quarantines.

Consumers are anticipated to spend just 20.4 daily minutes with newspapers and magazines in 2019. In the past decade, print time has shrunk by 85%. It now represents a small slice of consumer media time, at 3.5%, with 17.7 million print readers in Canada, or 59.0% of individuals ages 18 and older.

Both newspapers and magazines continue to maintain a considerable audience in the country. We estimate that there will be 374.6 million adult print readers in India this year. Of those, 365.7 million will be newspaper readers, and we forecast that figure will increase to 382.2 million in 2021. We estimate that print media will claim a little over 44 minutes per day in 2019 on average.