Mobile Bucks Downward Media Consumption Trend
U.S. consumers spent less time with all forms of media in 2009, save one: mobile.
According to the Yankee Group, U.S. ad market last year was not only hurt by tightened spending by marketers and consumers, but by decreased usage of nearly all forms of media. Overall, consumers in the U.S. spent less than an average of 12 hours a day with media, down 17 percent from nearly 14 hours a day in 2008.
“Yankee Group speculated in its report that the recession may have left Americans too stressed to enjoy as much media consumption as the previous year,” eMarketer noted.
Online took up 4:13 (hrs:mins) on average in 2009, making it the most consumed segment of media. However, this figure reflected a 17 percent decline from the previous year, according to the Yankee Group’s “2009 Advertising Forecast Update: Less TV, More Internet” report.
TV and video followed behind with 3:17 spent per day, reflecting a 32 percent drop from 2008. Music and radio fell in third place with 1:26, down 33 percent.
Mobile phone was the fourth most popular media segment in 2009, with 1:18 spent per day. This reflected an increase of 39 percent from the prior year and made it the only segment in the study to see a boost in time spent per day in 2009.
To break it down further, talk time on mobile phones was up 12 percent, mobile Web use increased 36 percent to 11 minutes per day and texting rose 55 percent to 27 minutes per day.
Landline phone and gaming both trailed behind with 0:36 each. Time spent with gaming dropped 14 percent.
Reading occupied 0:24 per day in 2009, down a whopping 59 percent.
The killer combo of decreased spending and usage led to a 13 percent decline in the combined TV and online advertising market, which was at $67 billion in 2009, compared to $77 billion in 2008.
The TV ad market was the bigger piece of this combination, and saw a decline of 21 percent to $41 billion in 2009, down from $52 billion in 2008.
Internet advertising rose to $26 billion in 2009, up 8.3 percent from $24 billion in the prior year.
Total U.S. ad spending fell 12.3 percent to $125.3 billion in 2009, according to Kantar Media.
Sources:</strong
http://www.emarketer.com/Article.aspx?R=1007641
http://www.marketingcharts.com/television/tv-ad-revenues-drop-12-12613/
