Five hours reading the Internet. Four hours watching television. Fourteen minutes with a print magazine. Sound about right?
That's what your day looks like, according to a new study on media trends from eMarketer. The survey found that, with the rise of mobile, the U.S. media diet has crossed two thresholds:
(1) Americans are spending more time online than with TV ...
(2) ... and, for the first time ever, they're spending more time gazing into their phones and tablets than blinking into desktop screens.
Here's the four-year change, graphed with data from eMarketer*. "Total digital media time" is at the top in dark blue. Its components, online vs. mobile, are below in lighter shades.
TV time is barely changing. Online is actually declining. Radio, newspaper and magazine use are all falling. It's all about mobile.
This might be the best way to see the data. I've graphed time spent with the six major media in 2010 versus 2013. Keep in mind, while reading the percents, that the total media diet expanded from 11 to 12 cumulative hours (double-counting for multitasking) in the last four years.
The pessimistic way to see this, if you're in print or television or radio, is that mobile is growing at the expense of TV, print,
and perhaps even desktop. As Mary Meeker's famous graph below shows, Americans spend single-digit percentages of their media time with print, but those pages attract 23
percent of all ad spending. If your working theory is that eyeballs move faster than ad dollars but ad dollars find them eventually, it suggests print still has a long way to fall and that desktop ads could even be endangered by the flight of attention to mobile.