Site-wide links

Mobile's Popularity Grows; Ad Dollars Slow to Catch Up


October 23, 2012 --  According to analysis by eMarketer, U.S. consumer time spent using mobile devices for activities other than talk has more than doubled in the past two years.

This year, the estimated amount of time US consumers spend using mobile devices, such as smartphones and tablets, to access the internet, play games, listen to music and access apps will grow 51.9% to an average 82 minutes per day, up from just 34 minutes in 2010. This estimate excludes talk time.

Source: eMarketer

Time spent online via laptops and desktops, will continue rising but at a slowed pace from previous years. This year, eMarketer estimates time spent online will grow just 3.6% to an average 173 minutes per day, compared to 7.7% growth in 2011 to 167 minutes per day. The average number of minutes spent daily with television has increased slighly in the last four years while radio listening has declined slightly. Time spent with print publications, especially newspapers, has experienced the greatest drop.


Source: eMarketer

Ad dollars have yet to follow suit, eMarketer notes. The share of ad dollars is 1.6% of U.S. ad spending this year though adults spend an average of 11.7% of their media time with their phones and tablets.
It is predicted mobile advertising will grow rapidly in the next few years—eMarketer estimates that overall U.S. mobile advertising spending will reach $2.61 billion this year and will increase to nearly $12 billion in 2016. With this said, challenges do face the mobile advertiser, such as small and ugly ads, slow connections, the lack of standardization for mobile ad formats and limited targeting abilities.

About: eMarketer bases its estimates of time spent with media on an analysis of estimates from other research firms, consumer media consumption and device adoption trends.

Source:  eMarketer, Consumers Spend More Time with Mobile as Online Growth Slows, October 23, 2012.