Various research outlets have released media usage estimates of late, with eMarketer grabbing some headlines last year when it estimated that US adults would spend more time with non-voice activities on mobile devices (i.e. mobile web/apps) than they would going online from desktop and laptop computers. (This proved to be correct, according to recent comScore data.) The researcher also estimated that time spent with digital media would outpace TV; newly-released data from Experian Marketing Services show that, when excluding work hours, it’s a close race.
In terms of individual activities, though, TV is the clear-cut winner: US adults spend more than 27 hours a week watching TV, per Experian. That figure is actually significantly less than what Nielsen sees (37 hours a week on average among adults) – although those figures vary wildly by age group. Nevertheless, Experian’s estimate for TV outstrips by a large margin the average amount of time adults spend on computers at work (11:40) or at home (8:53). Mobile devices fall a little further behind, with average time spent with mobile phones and tablets working out to be a little less than 8 hours a week each, per Experian’s numbers. Read the rest at MarketingCharts.