Multitasking Media Impacts TV's Dominance
TV gets more total consumer use than all other media -- but fragmentation of those audiences and multitasking make those results less clear.
Average time use for TV was just over four-and-a-half hours a day -- 278 minutes, according to a recent study by eMarketer. This is up from 274 in 2011. Online consumer daily use is 173 minutes; in 2011, it was 167. Radio comes next, slightly down to 92 minutes in 2012 versus 94 minutes in 2011.
Mobile use is perhaps the fastest-growth area: 82 minutes versus 54 minutes a year ago. On the flip side, print is now at 38 minutes, down from 55 minutes. All media use per day is now at 699 minutes -- just over 11-and-a-half hours a day. In 2011, it was at 678 minutes.
But multitasking makes it less of a easy victory for TV. "Consumers’ attention is more divided than ever as media multitasking becomes the norm," notes eMarketer. "Formerly linear consumption activity, defined by appointments with specific media, is now a tangle of simultaneous activities, some related, some not. TV remains at the center of this multitasking, but more often than not, there is another screen more directly in front of the viewer."
For example, simultaneous use of TV and another device -- the percentage of total interactions -- was at 77% in the second quarter of this year; with TV and smartphones multitasking use at 49%. Simultaneous use of a tablet and another device is at a 75% number; with tablet and TV multitasking use at 44%.
Teenager watching tv on mobile phone from Shutterstock