US consumers’ enthusiasm for social media and digital video is showing no signs of fatigue, reports
According to Gfk, in partnership with the
Interactive Advertising Bureau (IAB), time spent online rose yet again in 2012,
boosted by particularly notable growth in daily usage of social networks and
viewing of digital video.
The average daily time spent online reached 3 hours, 7
minutes last year, up from just less than 3 hours in 2011. As more compelling
content moves onto digital platforms—including social networks that appeal to
every iteration of hobby and personality, and an expanding selection of online
video content—old media continue to lose share to the internet. Radio and
newspapers each lost minutes of daily time spent with media. And even daily TV
time declined by a minute.
Besides the internet, video games were the only other media
to gain daily time spent in 2012. And interestingly, magazines managed to hold
on to an equal number of average minutes per day as in 2011.
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