Important statistics: We forecast that by 2024, 63.7% of the 12 hours and 37 minutes (12:37) that U.S. adults spend daily with media will be digital.
Beyond the diagram:
- Time spent with mobile will reach 4 hours (4:00) per day among US adults, making it the most popular media access point in 2024, according to our Update on time spent with media in the US (2nd half of 2024) Report.
- Time spent with connected TV (CTV) will grow by 8.3% this year and reach 2 hours and 15 minutes (2:15) per day. However, CTV is still behind conventional television, with which adults will spend 2 hours and 55 minutes (2:55) every day this year.
- Adults in the United States will spend an average of 6 hours and 45 minutes (6:45) per day watching video this year, with more than half of that time using digital video channels and formats.
Use this diagram:
- Emphasize the importance of investing in digital media.
- Argue for a redistribution of marketing budgets away from traditional channels.
- Emphasize the need for targeted, data-driven campaigns to reach consumers where they spend most of their time.
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Note: Time spent using each medium includes multitasking. For example, an hour of multitasking on a cell phone while watching television is counted as one hour for the cell phone and one hour for television. Figures are rounded to the nearest minute. Estimates of average time spent using media are based on the total U.S. adult population according to the 2010 U.S. Census Bureau publication, not on the number of users of each medium.
Methodology: Estimates are based on analysis of estimates from other research firms, trends in consumer media consumption, device adoption trends, company reports, primary research, and interviews.
