時間消費觀：移動設備超越傳統紙媒
NEW YORK—US adults now spend More time on mobile devices each day than they do with print media, according to a new forecast by eMarketer. Meanwhile, time spent watching traditional TV—whether live or recorded on a DVR or DVD—is also increasing, despite industry fears of online encroachment and consumer “cord-cutting.” 紐約：根據市場調研公司eMarketer的最新數據顯示，美國成年人目前每天在移動設備上花費的時間要超過傳統的印刷媒體。同時，儘管業內擔心在線觀看會蠶食傳統電視，而消費者也會紛紛“掐線”停掉數字付費電視服務，美國然花費在觀看傳統電視節目（直播或是錄播節目）的時間還是有所增加。
The average adult consumer has spent 4 hours and 34 minutes each day watching TV and video on a traditional television set this year, up 10 minutes from last year, eMarketer estimates. 根據eMarketer估計，在今年，成人消費者平均每天會花4小時34分鐘，坐在傳統的電視機面前觀看電視和視頻，這比去年的數據增加了10分鐘。
Time spent with the internet and mobile phones was also up—by 7.7% and 30%, respectively—and while adults are spending less time than last year with radio and print publications, the increases to TV and digital also mean an increase in total time spent with media, to 11 hours and 33 minutes. 花在網絡和移動手機上的時間分別上漲7.7%和30%。不過比起去年，美國人在收音機和紙質出版物上花費的時間要少。在電視和數字方面消磨的時間增加，也意味着每天花在媒體的總時間有所增加，今年的數據是11小時33分鐘。
Mobile’s 30% jump from 2010 helped propel it past the 1-hour-per-day mark, compared to just 44 minutes with print magazines and newspapers combined. 美國人花在移動設備上的時間突飛猛進，比去年上漲了30%，突破了每天1小時大關，這也就代表花在移動設備上的時間比紙質雜誌和報紙的時間總和還要多，2011年美國人每天花在這兩項上的時間只有44分鐘。
eMarketer forms its estimates of time spent with media based on a meta-analysis of data from dozens of research sources, including survey and study data. TV and video includes any type of video watched on a traditional TV set, while all online video activities are included in the internet category. Time spent with each medium is averaged across the whole US adult population, not just users of the respective medium. Time spent with each medium also includes all time spent with that medium, regardless ofmultitasking, so an hour of watching TV while simultaneously on the internet is considered an hour of each activity. eMarketer是在綜合分析了多項數據來源（包括調查和研究數據）後做出了上述媒體花費時間的估計。電視與視頻包括在傳統電視機上觀看的各種視頻，而在線視頻觀看則被納入了網絡範疇內。觀衆在每種媒體上花費的時間，取的是所有美國成年人的平均數據，而並非是每種媒體用戶所花費的時間。另外，花在某一種媒體上的時間也包含在媒體總時間內：若一個觀衆在一個小時內既在觀看電視節目，同時也在上網，那麼他觀看電視節目的時間計爲1小時，上網的時間也計爲1小時。
Shifts in ad spending remain behind the shifting consumption patterns of the US population. While TV is clearly getting its fair share of dollars, the amount of ad spending going toward digital does not yet reflect the amount of time consumers have invested in these areas of their lives. Mobile, for example, has a more than 10% share of adults’ media time each day, but less than 1% of ad dollars, eMarketer estimates. On the flip side, newspapers and magazines continue to command ad dollars far ahead of their importance in consumers’ day. 不過，廣告支出方面的變化還不能足夠體現美國人消費模式的轉變。雖然觀衆觀看電視節目保證了電視廣告相當可觀的支出，但數字廣告的支出還沒有反映出消費者在這些領域中投入的時間長短。以移動設備爲例，根據eMarketer的估計，人們每天花在手機上的時間，佔所有媒體總時間的10%，但手機廣告的支出還不足所有媒體廣告支出的1%。另一方面，報紙和雜誌依舊稱霸廣告支出，它們在媒體廣告支出的比例，遠遠超過每天所佔據的讀者時間的比例。
