[eMarketer] US adults spent an average of 7 hours, 50 minutes per day with digital media in 2020
A pandemic-disrupted 2020 led to even more time spent with digital media than anticipated. Data from eMarketer shows that US adults spent an average of 7 hours, 50 minutes (7:50) per day with digital last year, a 15.0% increase from 2019. That growth will mostly be retained in 2021.
Time spent with connected TV (CTV) increased 33.8% to 1:17 per day in 2020. This was largely driven by the explosive popularity of subscription OTT services, where time spent among US adults increased by a nearly identical 33.9% to 1:12 minutes per day. Among subscription OTT users, average time spent skyrocketed to 1:50 per day. Smartphone time also increased substantially last year, climbing 16.6%.
The report notes that time spent with digital video, smartphones, CTV, subscription OTT, and digital audio will maintain their gains and continue claiming even more time going forward in many cases. Traditional TV, nearly every social network, tablets, and desktops/laptops will give back some of their 2020 gains.
The report updates and explains eMarketers final 2020 US time spent with media numbers and presents our 2021 forecast for the same. The analysis also describes the pandemic’s impact last year and explores how its eventual ebbing will affect 2021’s figures.