Thanks to multitasking, US adults’ average daily time spent with major media will slightly exceed 12 hours this year, according to eMarketer’s latest report, “US Time Spent with Media: eMarketer’s Updated Estimates and Forecast for 2014-2019.”
But while our reports early in the decade told a story of robust gains—with increases in digital usage more than compensating for declines in time spent with nondigital media—growth has been petering out.
Of course, media multitasking is what has made so much usage possible. People are often using multiple media at the same time.
That is how the figure for time spent can add up to 12 hours a day. And note our method of accounting for simultaneous usage: If someone spends an hour watching TV (for example) and uses a smartphone to surf the web during the same hour, this is counted as an hour of usage for each medium, and hence as 2 hours of total media time. Read the rest at eMarketer.
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