Media Usage Trends 1. Daily Time Spent U.S. Media Usage is Growing at a Strong Rate: +25 Daily...
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Transcript of Media Usage Trends 1. Daily Time Spent U.S. Media Usage is Growing at a Strong Rate: +25 Daily...
Media Usage TrendsMedia Usage Trends
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Daily Time Spent
U.S. Media Usage is Growing at a Strong Rate:+25 Daily Minutes 2008-2010
Daily Time Spent
U.S. Media Usage is Growing at a Strong Rate:+25 Daily Minutes 2008-2010
2008 2009 2010
TV
10:35 10:50 11:00
635 Min 650 Min 660 Min
Source: eMarketer, Dec 2010
3
2008 2009 2010
TV Internet
Daily Time Spent
Television Viewing is the Major Component of American Media Usage
Daily Time Spent
Television Viewing is the Major Component of American Media Usage
4:14 4:26 4:24
40% 41% 40%
TV Average
4:21
Source: eMarketer, Dec 2010
4
Daily Time Spent
Internet Usage is the Number Two Media Platform
in Terms of Consumption
Daily Time Spent
Internet Usage is the Number Two Media Platform
in Terms of Consumption
2008 2009 2010
TV Internet Column1
21.5%22.5% 23.5%
2:26Internet Average
Email, content, search, e-commerce, video, social
2:17 2:27 2:35
Source: eMarketer, Dec 2010
5
Daily Time Spent
Radio Usage is Big But Eroding SomewhatDaily Time Spent
Radio Usage is Big But Eroding Somewhat
2008 2009 2010
TV Internet Radio Column11:38Radio Average
1:421:36
16.0%15.0% 14.5%1:37
Source: eMarketer, Dec 2010
6
Daily Time Spent
Mobile is a Rising Star and Mobile Share Growth is Accelerating
Daily Time Spent
Mobile is a Rising Star and Mobile Share Growth is Accelerating
2008 2009 2010
TV Internet Radio Mobile Column1:40Mobile
Average
:32:50:39
5.0%6.0% 7.5%
Source: eMarketer, Dec 2010
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Daily Time Spent
While Print Recedes — Newspaper Time Spent Shares Sink
Daily Time Spent
While Print Recedes — Newspaper Time Spent Shares Sink
2008 2009 2010
TV Internet Radio Mobile Newspaper Column1:34Newspaper
Average
:38:30:33
6.0%5.1% 4.5%
Source: eMarketer, Dec 2010
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Daily Time Spent
While Print Recedes — Magazines Lose Share at the Same Rate as
Newspapers
Daily Time Spent
While Print Recedes — Magazines Lose Share at the Same Rate as
Newspapers
2008 2009 2010
TV Internet Radio Mobile Newspaper Magazine Other:22Magazine
Average
:25:20:22
4.0% 3.4% 3.0%
Source: eMarketer, Dec 2010
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Daily Time Spent
The World of Media is Evolving from a Consumer Usage POV…but TV’s Share Remains Strong and
Stable
Daily Time Spent
The World of Media is Evolving from a Consumer Usage POV…but TV’s Share Remains Strong and
Stable
2008 2009 2010
TV Internet Radio Mobile Newspaper Magazine Other
4.0
7.5%
6.0
5.0
16.0
21.5
40.0
3.4
7.0%
5.1
6.0
15.0
22.5
41.0
3.0
7.0%
4.5
7.5
14.5
23.5
40.0
635 Min650 Min 660 Min
Source: eMarketer, Dec 2010
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2012 Television Outlook2012 Television Outlook
Even research from eMarketer (an internet champion) projects TV to remain the dominant media platform.
TV alone among “traditional media” is growing or maintaining share of all media usage.
Mobile has replaced Internet as the leader in share growth and will probably steal share from place based Internet.
The media world is changing more slowly than the new players would have you believe, if you look at actual consumer usage.
