Online research media firm eMarketer recently published a provocative and interesting article entitled "Six Surprising Facts About the Way We Spend Our Time with Media." In it are some revelations about media usage that are worth keeping in mind as you plan your marketing programs in 2018. For example:
- While there's plenty of buzz about social media usage, where do U.S. adults spend much more of their time? With nondigital radio. The average daily time adults spend with radio is 1 hour 26 minutes, vs. just 40 minutes on mobile devices for social media.
- Similarly, we all keep hearing about the explosion in digital video thanks to such outlets as Netflix and YouTube. Yes, it is true that digital video usage is on a strong upward curve while traditional television usage is declining. However, eMarketer estimates that in 2017, adults will have spent a little under 4 hours per day watching traditional TV, vs. 1 hour 17 minutes with digital video. By 2019, eMarketer estimates a narrowing of the gap between the two: 3 hours 47 minutes for traditional TV, vs. 1 hour 26 minutes for digital video.
- Advertisers are ahead of the curve in mobile advertising -- maybe too far ahead. Advertisers spend just over 30 percent of their ad dollars on mobile advertising, but consumers spent just over 28 percent of their time on mobile devices. That gap will actually increase in 2019, according to eMarketer.
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