According to a newly released National Report from Media Audit, U.S. adults now spend an average of 3 hours and 2 minutes per day online, compared to 2 hours and 2 minutes per day a year ago, a 62% increase. As a result, the Internet now represents 29% of the typical media day for U.S. adults, when compared to time spent with TV, radio, newspaper and outdoor media such as billboards.
The study also revealed for the first time that adults are spending more time with the Internet than radio. Adults continue to spend the most amount of time watching TV during a typical day (222 minutes or 3 hours and 42 minutes per day). However, TV as a percentage of a total media day has shrunk from 36.5% in 2006 to 32.7% in 2007.
Even more significant among the findings is the percent increase among Hispanics and African Americans who use the Internet. The average time spent on the Internet among Hispanics is now 203 minutes per day, a figure that now exceeds the average for all U.S. adults. The average time spent on the Internet among African Americans is now 226 minutes per day, also higher than average for all U.S. adults.
If your marketing mix does not include an online presence, it should!
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