[eMarketer] Digital media consumption on unprecedented growth in US
The average time a US adult spends on various media platforms has been on unprecedented rise in recent years, particularly at the height of the pandemic.
In 2020 for example, that time increased by close to one minute to reach 13 hours, 21 minutes. This trend will be replicated in 2021 although recording a slight drop to 13 hours 12 minutes according to the latest forecast by eMarketer.
Last year, the average US adult spent more time per day with most media formats and devices, including TV. Although adults will spend nearly as much time with media this year, their TV viewing time will drop below pre-pandemic levels.
The stickiness of increased engagement is impressive nonetheless, given how significantly media consumption grew during the pandemic in 2020, the emarketer notes.
Digital media will account for the majority of sustained time spent increases from 2020 and will continue to grow in 2021. This year, US adults will add an average of 9 minutes to their daily time spent with digital media—even after adding more than an hour (1:01) in 2020.
However, average time spent with traditional media will decrease by 5.7% in 2021, a decline largely attributable to people spending less time watching traditional TV. The average US adult will spend 18 less minutes consuming traditional media this year—16 of which will come from declines in TV viewing time. US adults will also spend slightly less time than last year listening to radio and consuming print media this year.