According to eMarketer, Americans spend more time with their mobile (65 minutes) than with newspapers (26), magazines (18). OK, but:
- What do people do when they use their mobile? They are on Facebook, they call, play videogames, read papers, text or mail, manage their agenda, take pictures, watch videos, and much more. Who knows?
- What do people do when they read a paper? They just read it: even if they do crossword puzzles, they are still involved with a paper (Time Spent Reading).
BizReport comments on the time spent with newspapers and magazines claiming that it is "the lowest engagement time for all media studied". Is this fair? What kind of engagement?
- With how many media is a person engaged while reading a newspaper ? One.
- With how many media is a person engaged while using a smartphone? Depends on the number of apps used: five, ten? (33 apps per smartphone in the U.S., according to Nielsen - "The Mobile Media Report", December 2011).
For an advertiser, time spent remains a sensitive and fragile factor when it comes to comparing media.