The average adult still spends far more time watching television than on the Internet, according to a study by eMarketer.

The firm reports that in 2010 the average adult spent about four and a half hours per day watching television—or 30 hours per week—compared to an average of just two and a half hours per day spent online—or about 18 hours per week. eMarketer estimates time spent online grew six per cent this year, compared to a one per cent decline in time spent watching TV.

“While consumer usage of digital platforms is growing at a rapid pace, television is still consumers’ most-used media channel,” said Haixia Wang, forecasting director at eMarketer.

Consumers now spend as much time on their mobile devices as they spend reading print newspapers and magazines—combined. And while time spent on mobile devices grew 28 per cent in 2010 to reach an average 50 minutes per day, time spent reading print magazines and newspapers decreased nine per cent in 2010.

Radio is slightly stronger, with consumers listening to an average 96 minutes per day in 2010, down from 102 minutes per day in 2008.

Categories: Articles, Broadcast, Consumer Behaviour, OTT, Research