[eMarketer] Smartphones lead in consumption of digital media among US adults

In the wake of the novel coronavirus, US adults spent an extra hour daily across all devices compared to what they did in 2019, the highest jump since 2020 according to the latest forecast by eMarketer.

Smartphones continue to drive the consumption of digital media among adults with daily time spent on smartphone reaching and surpassing the 3 hours mark for the first time at 3:13 in 2020 compared to 2:45 in 2019.

The time spent by adults consuming digital media accounted for 57 per cent of adults’ media consumption time in 2020, with this projected to reach 60,2 per cent, eMarketer further says.

Zach Goldner, forecasting analyst, eMarkter Insider Intelligence” “Time spent with almost all digital devices experienced an uptick in 2020,” said eMarketer. “Connected TVs and video game consoles are the main beneficiaries of the cord-cutting trend due to increases in the number of subscription OTT and ad-free video-on-demand users and content offerings. As normalcy returns in 2021, overall digital consumption will hold all of last year’s gains. Desktop/laptop time will return to negative growth this year, but smartphone time will more than make up the difference.”

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