Meeker Presentation Shows Further Drop In Print Ad Spend

Mary Meeker, a partner at Kleiner Perkins Caufield & Byers, gave her annual Internet Trends report presentation at Recode's Code Conference yesterday, revealing more declines in print ad spending.

The presentation, which had nearly 300 slides, curates data on what Meeker believes are the biggest trends in Internet usage and growth.

One part of her presentation compares time spent on media in the U.S. with ad spending. The categories of media are print, radio, TV, desktop and mobile.

This year, print received 4% of time spent on media (slide 96) and 9% of ad dollars, according to Nieman Lab. Print has been steady at 4% of media consumption since 2012.

Ad spend was different for the print industry in 2011. That year, Meeker’s presentation showed print received 7% of media consumption, but a whopping 25% of ad spend.

Radio stayed steady at 13% of time spent in media in the U.S., while TV and desktop dropped to 36% and 18%, respectively.

The future, Meeker suggests, is mobile. A chart in one slide of the presentation showed about a “$7 billion opportunity” in 2017 for mobile advertising spending, because ad spend lags behind time spent in media.

Time spent on mobile increased to 29% of the pie in 2017, according to the chart. Total news-consuming sessions on mobile in the U.S. increased by 20% from 2016 to 2017.

People are spending more time online, according to Meeker's presentation. U.S. adults spent 5.9 hours per day on digital media in 2017, up from 5.6 hours the year before. 

About 3.3 of those hours were spent on mobile.

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