Mobile Grabbing Our Time, Print Ads Take the Ad Dollars
April 23, 2014 -- According to eMarketer’s latest forecast of time spent with media by US adults, while mobile may be grabbing a growing share of time spent with media, "advertising dollars are following behind slower than one may expect."
In fact, US advertisers will spend just 7 cents per US adult per hour spent on mobile this year, vs. nearly $1 for print.
Print still commands the majority of ad spend — despite losing in terms of absolute time spent with media at double-digit rates each year since at least 2011. In 2014 alone, American adults time spent with print is projected to drop nearly 19%.
TV will see the second-highest amount of advertiser dollars in terms of time spent by US adults. While viewership is steady, in 2013 TV dropped behind digital in daily time spent.
Digital is growing quickly in terms of media consumption, with mobile leading the way. With this said eMarketer points out that "US advertisers are only expected to spend 10 cents per US adult per hour spent on digital media this year—and just 7 cents on mobile—compared with nearly $1 on print ads, " American adults now spend nearly 6 hours a day with digital media.
In 2014, US adults will spend more than 6 hours a day with traditional media -- TV, radio, newspapers and magazines. Digital (mobile, online, other) is not far behind, expected to account for 5 hours and 46 minutes of daily time spent.
About: eMarketer bases their forecasts on a multi pronged approach that focuses on both worldwide and local trends in the economy, technology and population along with company-, product-, country- and demographic-specific trends as well as trends in specific consumer behaviors. They analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness. Additionally, elements of each eMarketer forecast fits within the larger matrix of all their forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
Source: eMarketer, Despite Time Spent, Mobile Still Lacks for Ad Spend in the US, April 23, 2014 and eMarketer, Mobile Continues to Steal Share of US Adults' Daily Time Spent with Media, April 22, 2014.