Media: Consumption in Flux

If you had to guess, how many times do you think you pick up your phone in a given day? 20 times? 35? Try 58. According to RescueTime, people open their phones 58 times a day (and 30 of those times are during work hours). An average of 4 hours and 12 minutes is spent on mobile devices each day. With a mere 1,440 minutes in a day, it’s not surprising that users have shifted to consuming content on the device that is always within reach– their smartphone. Non-mobile media consumption has declined over the past decade because the audience is fractionalized and spread across several platforms and devices. However, this doesn’t mean that consumption is down, it means consumption is up because access is up. 

Content that was once consumed on television and radios has merely shifted to being consumed on other devices. Mainly, mobile. Mobile usage has grown a staggering 460% since 2011 while every other category has shrunk. But don’t think that television and radio are obsolete. Depending on how television and/or radio is measured, viewership numbers will increase with the mainstream adoption of CTV, Smart TV, OTT (over-the-top) services, and streaming apps. 

This is great news for brands. More places to consume content means more places media can reach users. Identifying the right audience right away avoids wasting time, budget, and brainpower on channels with an unengaged audience. It has become increasingly important to plan and buy omnichannel media campaigns to be where the audience is, wherever that may be. Brands must have an answer along with specific calls to action that acknowledges this shift in media consumption.  

When planning future campaigns, keep these factors in mind:

  • Omnichannel/media integration is critical 
  • Advertising is more addressable & trackable than ever
  • Creative needs to be consistent across platforms 
  • Media inefficiency is easier to mitigate
  • An experienced buyer/media planner is essential 

In marketing’s ever-changing landscape, it can be difficult to know where to focus your efforts. We’re here to help. Reach out to Ed Gazarian at with any questions or to schedule a meeting to discuss your unique digital advertising needs.