Surveys: Net, Mobile Garners More Media Usage, Radio Less

Time Spent Using

An analysis of average media usage data found that consumers spent less time listening to radio in 2010 than 2009 and 2008.eMARKETER came to these conclusions after conducting a meta-analysis of data from dozens of research firms using a variety of methodologies.

The average time spent with all major media combined increased from about 10.6 hours in 2008 to 11 hours in 2010. TV and Video (not including online video) attracted 40% of the time each year, a rate that has basically held steady fro the past three years. The Internet share was growing, rising from 21.5% to 23.5%. Radio was third, as its time spent share dropped from 16% to 14,5%

The fastest growing media segment was Mobile, which rose from 5% in 2008 to 7.5% in 2010. Another survey found that consumers spent 28.2% more time with mobile devices in 2010, which was even higher than the 21.9% growth in 2009. Time spent on the Net showed moderate but steady gains, at more than 6% each year since 2008. All other major media posted declines; radio usage fell 2% in 2010 after a 3.9% decline in 2009. However, as consumers continue to consume more media every day, those losses are not immediately significant.

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