Internet Eating Up a Growing Chunk of US Consumers’ Media Time

The average share of US consumers’ daily media time spent online has risen from about 10% in 2007 to 15% in 2011, and is expected to grow to 16% this year, according to a new report from GroupM. Consumers spent an estimated 1 hour and 12 minutes out of their total of 8 hours in media time online in 2011. TV (55%) remained the dominant medium by time spent, followed by radio (20%). Data from an April 2012 Time study, though, indicates that digital natives spend the majority (51%) of their media time with digital media, while digital immigrants spend about two-thirds of their media time with non-digital media. (more…)