According to a new report by eMarketer US adults will spend an average of 21 minutes everyday on Facebook in 2014. This is equivalent to one-third of the time they spend on social networks each day, 6% of time spent with digital devices and 2.8% of time spent with all media.
According to the study, while 6.0% of US adults’ digital media time is spent on Facebook, nearly 10% of US digital ad spending flows to the site. The report says that the time spent generally outpaces ad spending across the board. Here is a breakdown of different media platforms and their time spent share and ad spending share:
- In 2014 video will take 15.9% of the digital time but only 11.7% of advertisers’ spending.
- Online radio programming will account for 11.2% of digital time and 4.0% share of digital advertising.
- Social networks other than Facebook will acquire 11.9% of digital time, but only 3.9% of ad revenues.
The forecast also illustrated the time spent with Pandora by US adults. In 2014, 7.1% of digital time of the US adults will be spent listening to Pandora. Interestingly, the daily time spent with Pandora is more than that on Facebook for an average US adult. However, only 1.4% of digital spending will be allocated to Pandora in comparison to the 10% share of Facebook.
There are several factors that are responsible for the extraordinary position Facebook enjoys in the digital environment. Users’ attention is more focused on content, where it is not easy to ignore interspersed ads. Moreover, Facebook has put in great efforts to convince advertisers that the Facebook audience, data and targeting capabilities are the best they can buy. All these factors have helped Facebook in moving ahead of the rest of the market.
Click here to view the full report.Facebook Remains the Favorite Digital Media in 2014 Grabbing 6% of Digital Time of US Adults,