While the rise of the Internet is undeniable, with more households getting online and more time spent browsing the web worldwide, new analysis by eMarketer shows the average adult still prefers to spend far more time watching TV than online.
Their new report shows that in 2010 adults spent about four and a half hours watching television each day, amounting to 30 hours each week, while they spent only two and a half hours daily online – 18 hours each week. However, eMarketer stated the time spent online increased by 6% this year, while the time spent watching TV is 1% lower.
To draw these conclusions and reach its data, eMarketer used the meta-analysis of dozens of studies issued by research firm using different metodologies, from online panels and phone interviews to in-person conversations, automated recordings or observations. Their estimates refer to the total time spent on each media, regardless of multitasking or simultaneous usage.
“While consumer usage of digital platforms is growing at a rapid pace, television is still consumers’ most-used media channel,” said Haixia Wang, forecasting director at eMarketer.
What’s also important to note in the new eMarketer data is that customers spend as much time on their mobile devices as reading print newspapers and magazines combined. The mobile device usage time grew by 28% in 2010 reaching an average 50 minutes daily, the time slot allotted to reading print publications is down 9%. Although video claimed to have killed radio stars in the past, radio is actually on a slightly rising trend, with consumers listening to it for about 96 minutes per day. Yet if compared to 2008’s 102 minutes on average, radio is still on a decreasing trend.
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