2011时间消费观：移动设备超越传统纸媒

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.” 纽约：根据市场调研公司eMarketer的最新数据显示，美国成年人目前每天在移动设备上花费的时间要超过传统的印刷媒体。同时，尽管业内担心在线观看会蚕食传统电视，而消费者也会纷纷“掐线”停掉数字付费电视服务，美国然花费在观看传统电视节目（直播或是录播节目）的时间还是有所增加。

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. 根据eMarketer估计，在今年，成人消费者平均每天会花4小时34分钟，坐在传统的电视机面前观看电视和视频，这比去年的数据增加了10分钟。

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. 花在网络和移动手机上的时间分别上涨7.7%和30%。不过比起去年，美国人在收音机和纸质出版物上花费的时间要少。在电视和数字方面消磨的时间增加，也意味着每天花在媒体的总时间有所增加，今年的数据是11小时33分钟。

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. 美国人花在移动设备上的时间突飞猛进，比去年上涨了30%，突破了每天1小时大关，这也就代表花在移动设备上的时间比纸质杂志和报纸的时间总和还要多，2011年美国人每天花在这两项上的时间只有44分钟。

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是在综合分析了多项数据来源（包括调查和研究数据）后做出了上述媒体花费时间的估计。电视与视频包括在传统电视机上观看的各种视频，而在线视频观看则被纳入了网络范畴内。观众在每种媒体上花费的时间，取的是所有美国成年人的平均数据，而并非是每种媒体用户所花费的时间。另外，花在某一种媒体上的时间也包含在媒体总时间内：若一个观众在一个小时内既在观看电视节目，同时也在上网，那么他观看电视节目的时间计为1小时，上网的时间也计为1小时。

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. 不过，广告支出方面的变化还不能足够体现美国人消费模式的转变。虽然观众观看电视节目保证了电视广告相当可观的支出，但数字广告的支出还没有反映出消费者在这些领域中投入的时间长短。以移动设备为例，根据eMarketer的估计，人们每天花在手机上的时间，占所有媒体总时间的10%，但手机广告的支出还不足所有媒体广告支出的1%。另一方面，报纸和杂志依旧称霸广告支出，它们在媒体广告支出的比例，远远超过每天所占据的读者时间的比例。