Consumers now spend more than one-half of their day with media, according to the latest market study by Ipsos. Furthermore, consumer media consumption has increased by an hour per day over the last 2 years -- resulting from an additional 40 minutes of time spent online since 2009.
This significant rise in media consumption is being driven by the adoption of next generation digital media devices and distribution services that enable mobility, multi-tasking, consumer-control and improved experiences.
The Ipsos study focused on key trends. As an example, over the past two years, ownership of laptop computers has grown, while ownership of desktop computers has decreased.
More consumers are trading in their single-utility mobile phones for web-enabled smartphones -- now owned by 24 percent of consumers. Cell phone ownership has fallen from 81 to 65 percent since 2009. In fact, smartphone owners spend 30 minutes more a day multi-tasking with media compared to non-smartphone owners. Top smartphone activities include social network interaction and gaming.
As these devices become more ubiquitous, consumers find additional means of accessing video content. Live television still represents the lions share of hours viewed (78 percent). However, non-traditional (DVR, VOD and online video) methods of accessing TV content are increasing -- accounting for almost one-quarter of TV viewing and growing.
Ipsos says there's a shift in the media mix during American Primetime (8:00 to 11:00pm). TV and online are still the primary activities during Primetime, but online has grown to nearly one-third of the TV/online activity mix. Over half of the population is visiting Facebook or MySpace every day, and visitors are spending almost a half hour on the social network sites.
"Today's consumer is benefiting from a media ecosystem with better content, media access, and technology," says Ned Greenberg, VP of Syndicated Services at Ipsos. "They can be more in control of their media experiences than ever before -- through time shifting, place shifting and their own context planning."
Conducted biannually among 7,000 U.S. online consumers 13-74, the Ipsos study uses a single-source online eDiary measurement instrument and a detailed media experience survey.
