Smartphones see biggest increase (18pc) while traditional media sees falling rates of engagement, according to eMarketer
Figures from eMarketer found the average user is spending four hours 58 minutes consuming content on digital devices, up from four hours and 33 minutes in 2015.
The majority of this is consumed via a mobile device – smartphones, tablets and feature phones – which take up two hours 18 minutes of consumption. Desktops/Laptops are second with two hours 18 minutes.
Consumption from TV fell by two minutes per day to three hours and eight minutes, while radio and print both declined by a minute per day on average.
It means that by the end of this year, digital media will have passed a milestone by accounting for more than half of all consumption for the first time. Smartphones have seen the biggest rise, with 18 per cent growth this year.
This has driven significant proportion of advertising spend towards mobile, eMarketer said, and for the first time, mobile ad spending will account for a greater proportion of total ad spending (28.8 per cent) than it does time spent with media (27.2 per cent).
“The ad spend balance is clearly tipping toward mobile in the UK, which isn’t all that surprising given the rate at which consumers are shifting their media time to this environment,” said eMarketer senior UK analyst Bill Fisher.
“However, advertising on mobile is hard, and there are multiple facets to any mobile strategy, which is perhaps why the speed at which ad spend is flooding into mobile is even outpacing the rate at which UK consumers are moving their time there.”