Mobile Devices: 23% of media time but only 1% of advertising budgets

Television was the number one media in the United States in time spent (40%) in 2011, followed by Mobile and the Web (desktop), with 23 and 22% of media time, respectively. Radio and Print come far behind with 9% and 6% of media time. Overall, American consumers spent almost 4 times more time using their mobile devices than reading print media such as newspapers and magazines in 2011. They also spent 2.5 times more times using their mobile devices than listening to the radio.

Television was also the number one media in the United States in advertising on 2011, with 43% of media budgets, followed by Print (29%), the Web (16%) and Radio (11%). While Mobile totalled 23% of media time in 2011, it only attracted 1% of advertising budgets. Conversely, Print only represented 6% of media time, but attracted 29% of advertising budgets. In sum, despite the fact mobile advertising is growing, it is far from reaching the level of spending it should, compared to other media.