From MIN, full story here

Magazines Continue to Lose Media Mind Share
Wednesday, December 29, 2010
Steve Smith

The daily time spent with magazine media dropped another 9.1% in 2010, a decline equaled only by the drop-off of daily time we spend with newspapers, estimates eMarketer. In an omnibus study of multiple media mind-share research sources, the data aggregator found that adults in the U.S. market now spend about 20 minutes a day with their magazines, compared to 30 minutes with newspapers, 50 minutes with mobile devices, an hour and 36 minutes with radio and two hours and 35 minutes with the Internet.

Television continues to dominate our time with media, responsible for four hours and 24 minutes of use.

The loss of time spent with print media is especially notable since these numbers come on top of a 12% decline in magazine time spent in 2009.

The good news for media brands generally is that the time spent overall with major media has risen from 635 minutes a day in 2008 to 660 minutes a day in 2010. Multitasking is accounted for in the tally. According to eMarketer’s latest aggregated figures, magazines are responsible for only 3% of time spent with media. While TV is still king, the migration to other digital media formats is starting to show. While TV viewing time increased 5.1% in 2009 during the depths of the recession, the medium lost 1.1% in overall time spent in 2010.

And where can media brands recapture some of the eyeballs that are reducing their print time? Not surprisingly, mobile media’s time spent grew 21.9% in 2009 and another 28.2% in 2010. Mobile represents, by far, the fastest-growing media platform in terms of user mind share.

 

Some interesting stats from Forester Research, detailing the amount of time spent by the average consumer by medium. Predictably, the survey shows time spent on newspapers and magazines way down. 

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Forrester: Time Spent on Internet Is Equal to TV

Research already showed younger demos spending more time on the Web than watching TV

Dec 13, 2010

- Brian Morrissey

There’s one graph every digital business uses: It shows the huge gap between the percentage of consumer time spent on the Internet and that of marketer budgets spent on online ads. Forrester Research is giving them new ammunition.

A new consumer survey from the researcher found that for the first year, the amount of time U.S. households spent watching TV and using the Internet is equal at 13 hours per week. This comes on the heels of research showing that younger consumers (18-30) already spent more time on the Web than watching TV. Now, people 31-44 are also spending more time online than with TV.

The figures are at the heart of a running debate about ad-budget allocation. One side is the proposition that marketer priorities are seriously out of whack, because their budgets don’t match up to consumer behavior. Venture capitalist Mary Meeker calls this a "$50 billion opportunity." Another school of thought is that TV remains by far more important to brand building than the typical Internet options of display ads and search links.

Forrester takes pains to note it’s not predicting the demise of TV. In fact, the amount of time spent watching TV has remained stable over the past five years. During that same time, however, time spent on the Web has risen 121 percent. The biggest losers in comparison to the Web are: radio (down 15 percent), newspapers (down 26 percent) and magazines (down 18 percent).

One important note: While the time spent figures are equal, over a third of the hours on the Web are for work purposes, while TV is nearly exclusively a leisure activity.

Unsurprisingly, Forrester found e-commerce and social media the major drivers of growth over the last three years. E-commerce use rose from 37 percent to 60 percent, while social media went from 15 percent to 35 percent.