T.V. has leaded daily media usage in the U.S. for years, but studies reveal its reign could end soon.
Media is very important to the daily life of American’s.
For decades, TV was the undisputed number 1 in terms of daily media usage, and it still is, but as information became immediate and quick, internet is soon to replace T.V. consumption.
According to Zenith’s Media Consumption Forecasts 2018, 24% of all media consumption across the world will be mobile this year, up from just 5% in 2011.
By 2020, the forecast predicts, the proportion could reach 28% as the mobile internet takes share from almost all other media.
The rise of mobile is not only beating revenue, but its forcing brands to transform the way they plan their communications across media, focusing less on channels and more on consumer mind-set as the distinctions between channels are eroded.
A loss for some, a win for others
Mobile internet use has eroded the consumption of almost all other media.
Newspapers and magazines have lost the most – as Zenith estimate that between 2011 and 2018 time spent reading them has fallen by 45% for newspapers and 56% for magazines.
Advertising, another shift
Adding to this ever-changing scenario, online advertising expenditure is also on the rise and, according to Zenith, it surpassed TV ad spending for the first time in 2017.
Having overtaken desktop ads last year, mobile devices are now the second largest advertising medium worldwide, trailing only behind television, who sees its leadership in danger.
According to data from Zenith, mobile ad spending is expected to reach $180 billion in 2020, nearly double the estimated total for desktop advertising expenditure ($94 billion).