Time Spent Watching TV Still Tops Internet

The average adult still spends far more time watching television than on the internet, according to new analysis by eMarketer.

The firm reports that in 2010 the average adult spent about four and a half hours per day watching television—or 30 hours per week—compared to an average of just two and a half hours per day spent online—or about 18 hours per week. eMarketer estimates time spent online grew 6% this year, compared to a 1% decline in time spent watching TV.

eMarketer bases its estimates on a meta-analysis of dozens of studies from research firms using a variety of methodologies, including online panels, phone interviews, in-person interviews, automated recordings, and observations. eMarketer’s estimates reflect total time spent on each media channel, regardless of multitasking or simultaneous usage. In addition, the estimates apply to average media usage of the general public, not confined to the total users within each individual medium.

“While consumer usage of digital platforms is growing at a rapid pace, television is still consumers’ most-used media channel,” said Haixia Wang, forecasting director at eMarketer.

Consumers now spend as much time on their mobile devices as they spend reading print newspapers and magazines—combined. And while time spent on mobile devices grew 28% in 2010 to reach an average 50 minutes per day, time spent reading print magazines and newspapers decreased 9% in 2010.

Radio is slightly stronger, with consumers listening to an average 96 minutes per day in 2010, down from 102 minutes per day in 2008.