Mobile takes majority share of UK time with digital media
This year, mobile time — which includes nonvoice time with tablets and mobile phones — will account for more than a quarter of daily media time for the average adult, at 2 hours and 29 minutes, representing an 11.8% rise over last year.
Traditional TV viewing—that is, linear broadcast television viewing on a TV set—will represent just under a third of daily media time this year.
By 2018, the end of eMarketer’s forecast period, mobile will have a 29.5% share of total media time spent per day—just a single percentage point behind TV.
By 2018, eMarketer estimates, mobile’s share of advertising spend will reach 44.5%, even as it accounts for just 29.5% of time spent with media.
For comparison, eMarketer estimates that marketers will allocate 19% of ad spending to desktop- and laptop-based placements, as consumers spend 23% of their daily media time with desktop and laptop PCs. ■