How many hours does the average American spend consuming media each day? The answer may surprise you! Topics in this webinar include: How much time are US adults spending with major traditional and digital media? Is mobile time still growing at a breakneck pace? How is multitasking affecting time spent with media? Are marketers’ ad budgets in line with consumer behavior?

1. © 2015 eMarketer Inc.
The Multitasking Consumer:
So Many Screens, So Little Time
Ezra Palmer
Made possible by

2. © 2015 eMarketer Inc.
12

3. © 2015 eMarketer Inc.
Media time: Growth is slowing
2015 12h 00m
2014 11h 57m
2013 11h 55m
2012 11h 39m
2011 11h 08m
2010 11h 00m
2009 10h 50m
2008 10h 35m

4. © 2015 eMarketer Inc.
Media time: Growth is slowing
2015 12h 00m
2014 11h 57m
2013 11h 55m
2012 11h 39m
2011 11h 08m
2010 11h 00m
2009 10h 50m
2008 10h 35m

5. © 2015 eMarketer Inc.
Analysis of quantitative data from
a broad spectrum of sources

6. © 2015 eMarketer Inc.
Supplemented by in-depth
interviews with a variety of
industry experts

7. © 2015 eMarketer Inc.
Time spent with TV
2011 2012 2013 2014 2015
4:11
4:22
4:31
4:384:34

8. © 2015 eMarketer Inc.
Desktop/laptop time
2011 2012 2013 2014 2015
2:12
2:142:16
2:24
2:30

9. © 2015 eMarketer Inc.
Mobile time
2011 2012 2013 2014 2015
2:54
2:37
2:15
1:28
0:46

10. © 2015 eMarketer Inc.
The evolution of media consumption
2011 2012 2013 2014 2015
4:11
2:54
2:12

11. © 2015 eMarketer Inc.
Overall,
digital now
makes up
almost half of
our media day

12. © 2015 eMarketer Inc.
How Are Consumers
Spending Their Digital Time?

13. © 2015 eMarketer Inc.
Digital time
5h 29m

14. © 2015 eMarketer Inc.
Digital video
1h 2m

15. © 2015 eMarketer Inc.
Digital video
1h 2m
TV time + video time
5h 13m

16. © 2015 eMarketer Inc.
Digital video
1h 2m
Social
41m

17. © 2015 eMarketer Inc.
Digital video
1h 2m
Social
41m
Digital radio
51m

18. © 2015 eMarketer Inc.
Digital video
1h 2m
Social
41m
Digital radio
51m
Browsing, texting,
emailing, etc.
2h 55m

19. © 2015 eMarketer Inc.
How Are Consumers
Spending Their Mobile Time?

20. © 2015 eMarketer Inc.
Smartphones
rule the day
Tablet penetration rates
are lower, so total time
spent is also lower

21. © 2015 eMarketer Inc.
In-app time
far surpasses
time with
mobile web

22. © 2015 eMarketer Inc.
Mobile activities, 2011-2015
2011
46m
Video
Social
Radio

23. © 2015 eMarketer Inc.
Mobile activities, 2011-2015
2011
46m
Video
Social
Radio
2015
2h 54m

24. © 2015 eMarketer Inc.
Gaming and
messaging
make up major
portions of the
mobile day

25. © 2015 eMarketer Inc.
Will Mobile Time
Keep Growing?

26. © 2015 eMarketer Inc.
1. Smartphone
penetration
rates are still
growing
2015 59.3%
2016 63.9%
2017 67.3%
Source: eMarketer, July 2015

27. © 2015 eMarketer Inc.
2. Tablet usage
is growing, too
2015 49.4%
2016 51.4%
2017 52.7%
Source: eMarketer, July 2015

28. © 2015 eMarketer Inc.
3. More than a
third of US
consumers use
both devices
2015 34.8%
2016 38.9%
2017 41.8%
Source: eMarketer, July 2015

29. © 2015 eMarketer Inc.
Mobile time will continue to grow, but only
modestly, in 2016 and 2017
 All other
channels will
see slight
declines in time
spent

30. © 2015 eMarketer Inc.
Are Marketers Adapting
to the New Reality?

31. © 2015 eMarketer Inc.

32. © 2015 eMarketer Inc.
The TV/digital split in 2015
Time
TV
36.0%
Digital
47.3%

33. © 2015 eMarketer Inc.
The TV/digital split in 2015
Time Ad Spend
TV
36.0%
Digital
47.3%
TV
40.5%
Digital
33.8%

34. © 2015 eMarketer Inc.
The digital/mobile split, 2013-2015
2013
Time
Split
Ad Spend
Split
Mobile || Digital

35. © 2015 eMarketer Inc.
The digital/mobile split, 2013-2015
2013
Time
Split
Ad Spend
Split
2014
Mobile || Digital

36. © 2015 eMarketer Inc.
The digital/mobile split, 2013-2015
2013 2015
Time
Split
Ad Spend
Split
2014
Mobile || Digital

37. © 2015 eMarketer Inc.
How mobile/digital spending has shifted
2013 2014 2015
$27.67 billion
$30.45 billion
Mobile spending
increased 79.5% in
2014 and will rise
59% this year

38. © 2015 eMarketer Inc.
The turning tide
2013 2014 2015 2016 2017 2018 2019
$28.21 billion
$65.49 billion

39. © 2015 eMarketer Inc.
Comparing
time spent
with TV vs.
digital video

40. © 2015 eMarketer Inc.
Comparing
time spent
with TV vs.
digital video

41. © 2015 eMarketer Inc.
Ad spending
trails
significantly

42. © 2015 eMarketer Inc.
The Elephant in the Room

43. © 2015 eMarketer Inc.
12

44. © 2015 eMarketer Inc.
How many people are multiscreeners?
78%
Source: IAB, April 2015

45. © 2015 eMarketer Inc.
How many people are multiscreeners?
78%
79%
Sources: IAB, April 2015; Market Track, September 2015

46. © 2015 eMarketer Inc.
How many people are multiscreeners?
78%
79%
94%
Sources: IAB, April 2015; Market Track, September 2015; Tivo, November 2014

47. © 2015 eMarketer Inc.
How many people are multiscreeners?
78%
79%
94%
43%
Sources: IAB, April 2015; Market Track, September 2015; Tivo, November 2014; Google, June 2015

48. © 2015 eMarketer Inc.
3/4
How many people are multiscreeners?

49. © 2015 eMarketer Inc.
2 hours 10 minutes?
How much time are they multiscreening?
Source: Millward Brown, March 2014

50. © 2015 eMarketer Inc.
2 hours 30 minutes?
How much time are they multiscreening?

51. © 2015 eMarketer Inc.
2 hours 45 minutes?
How much time are they multiscreening?

52. © 2015 eMarketer Inc.
3+ hours?
How much time are they multiscreening?

53. © 2015 eMarketer Inc.
6+ hours?
How much time are they multiscreening?

54. © 2015 eMarketer Inc.
Five simple takeaways:
 The average US adult consumes 12 hours of media daily
 Digital time makes up nearly half of that time
 Advertisers have adjusted their spending to match the
shift to mobile
 Roughly three-quarters of the population multiscreen
 The amount of time they multiscreen is probably very
large

55. ©2015 AKAMAI | FASTER FORWARDTM
Web Pages are slowing down!
Typical Page Size
Typical # of Objects
Mobile Requests
Avg. Load Time (Sec.)
1,622 KB
114
34%
10.7
2014
1,081 KB
101
23%
7.2
2013
Source: httparchive.org, Akamai
1,974 KB
128
50%
11.8
2015

56. ©2015 AKAMAI | FASTER FORWARDTM
And consumers are losing patience.
49%
Expect <2
second page
load times
30%
Expect <1
second page
load times
18%
Expect instant
page load
times!
Source: TSM & Akamai

57. ©2015 AKAMAI | FASTER FORWARDTM
Tools to address the challenge
Deploy globally close
to every user
Optimize performance
for each user
Simplify development
& operations for each
experience

58. ©2015 AKAMAI | FASTER FORWARDTM
Major US Retailer: Acceleration vs. Origin (Over Cellular)
GOOD EXPERIENCE BAD EXPERIENCE
%OFUSERS
18
16
14
12
10
8
6
4
2
0
Response in seconds
1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4
Ion Standard Origin

59. ©2015 AKAMAI | FASTER FORWARDTM
Two free reports
Questions? skeats@akamai.com
Customized Mobile
Images Report
9 Key Consumer
Insights Report

60. © 2015 eMarketer Inc.
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Ezra Palmer
The Multitasking Consumer:
So Many Screens, So Little Time
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2015
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