April 12th, 2011

America’s Media Thirst Unquenchable, Claims Study

Ad Week

Rather than killing traditional media, the preponderance of digital media and Web-connected devices has only spurred America’s media addiction, as the average person now squeezes media into seemingly every free moment of their lives.

At least that’s according to a recent study conducted by Arbitron and Edison Research, which found that Americans are spending close to 20 percent more time consuming both the Internet, as well as not-quite-dead-yet broadcast media like radio and TV, than they were ten years ago. Amazingly, per the report—The Infinite Dial 2011: Navigating Digital Platforms—Americans are spending an hour and 21 minutes more time per day with media than in 2001.

Obviously the rise of the Internet, and the fact that 51 percent of households now have two computers (versus just 24 percent in 2002) has a lot to do with that increase. But the New York Times notes that the explosion in smartphones over the past few years, buoyed by Apple’s iPhone, is expanding the average person’s engaged-with-some-sort-of-screen time, as every moment spent waiting in line, riding on a plane or taking the train to work can be better endured nowadays with media.

In fact, 31 percent of Americans claim to own a smartphone, according to Arbitron/Edison’s report, up from just 14 percent a year ago.

Among the other noteworthy nuggets from Arbitron/Edison research (a telephone survey of 2,020 people): more than half of American 12 and older (51 percent) use Facebook, up from 8 percent from just three years ago.

Read more: http://www.adweek.com/aw/content_display/news/digital/e3i8740c5a2227cfadab3a150aaa5caabc1

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