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Media Usage Trends

Media Usage Trends. Daily Time Spent U.S. Media Usage is Growing at a Strong Rate: +25 Daily Minutes 2008-2010. 660 Min. 650 Min. 635 Min. 10:35. 10:50. 11:00. Source : eMarketer, Dec 2010. Daily Time Spent Television Viewing is the Major Component of American Media Usage. 41%. 40%.

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Media Usage Trends

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  1. Media Usage Trends

  2. Daily Time SpentU.S. Media Usage is Growing at a Strong Rate:+25 Daily Minutes 2008-2010 660 Min 650 Min 635 Min 10:35 10:50 11:00 Source: eMarketer, Dec 2010

  3. Daily Time SpentTelevision Viewing is the Major Component of American Media Usage 41% 40% 40% 4:14 4:26 4:24 TV Average 4:21 Source: eMarketer, Dec 2010

  4. Daily Time SpentInternet Usage is the Number Two Media Platform in Terms of Consumption Email, content, search, e-commerce, video, social 23.5% 22.5% 21.5% 2:27 2:35 2:17 Internet Average 2:26 Source: eMarketer, Dec 2010

  5. Daily Time SpentRadio Usage is Big But Eroding Somewhat 14.5% 15.0% 16.0% 1:37 1:36 1:42 Radio Average 1:38 Source: eMarketer, Dec 2010

  6. Daily Time SpentMobile is a Rising Star and Mobile Share Growth is Accelerating 7.5% 6.0% 5.0% :50 :39 :32 Mobile Average :40 Source: eMarketer, Dec 2010

  7. Daily Time SpentWhile Print Recedes — Newspaper Time Spent Shares Sink 4.5% 5.1% 6.0% :30 :33 :38 Newspaper Average :34 Source: eMarketer, Dec 2010

  8. Daily Time SpentWhile Print Recedes — Magazines Lose Share at the Same Rate as Newspapers 3.0% 3.4% 4.0% :20 :22 :25 Magazine Average :22 Source: eMarketer, Dec 2010

  9. Daily Time SpentThe World of Media is Evolving from a Consumer Usage POV…but TV’s Share Remains Strong and Stable 660 Min 650 Min 635 Min 7.0% 7.0% 7.5% 3.0 3.4 4.5 4.0 5.1 6.0 7.5 6.0 5.0 15.0 14.5 16.0 21.5 22.5 23.5 40.0 41.0 40.0 Source: eMarketer, Dec 2010

  10. 2012 Television Outlook • Even research from eMarketer (an internet champion) projects TV to remain the dominant media platform. • TV alone among “traditional media” is growing or maintaining share of all media usage. • Mobile has replaced Internet as the leader in share growth and will probably steal share from place based Internet. • The media world is changing more slowly than the new players would have you believe, if you look at actual consumer usage.

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