Radio Remains The Third Most-Used Media In New eMarketer Survey
October 24, 2012 at 3:52 AM (PT)
While slipping slightly, radio still remains as the third most-used media per day, based on time spent with the medium, according to new data from eMARKETER. The survey found time spent on mobile devices is up even as the growth in time spent on the desktop Web slows. The research found the amount of time on mobile devices (excluding talk time) will grow 51.9% to an average 82 minutes per day, up from 54 minutes in 2011, and 34 minutes in 2010.
TV remains the top dog, up from 274 minutes a day in 2011, to 278 in 2012. Online was second, growing from 167 minutes in 2011 to 173 minutes in 2012. Radio was down just two minutes -- from 94 in 2011 to 92 in 2012.
THE FINANCIAL TIMES notes, "The surge in mobile activity comes as growth rates slow for both the time people spend online with their desktop and laptop computers and Internet-connected televisions and the dollars marketers spend on online ads. People now spend an average of nearly three hours a day online, and double-digit growth rates are not likely in the future. Consequently, growth in online ad spending has slowed. The U.S. online ad business is expected to increase 13.6% this year to $34.7 billion, after growing 19.6% last year. By 2016, online ad spending should increase just 1.5% to $43.4 billion."