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Anthony Wayne    media, mobile marketing     advertising, mobile, mobile marketing, spend

TV gets its fair share of ad dollars. Why not mobile?

Time spent on mobile phones per day increased by 30% in 2011.  That makes total mobile time 1:05 and greater than the 44 minutes per day devoted to the combined use of newspapers and magazines, according to a new eMarkter study.  Last year, both mobile time and print read time was at 50 minutes per day.

Other time spent per day is 2:47 on the internet.  Watching TV increased by 10 minutes to 4:34 per day.  Radio listening dropped by 2 minutes to 1:34 per day.

Total time spent with all media was 11:33 so nearly half of our day and more than half of our waking hours are spent with media.

The interesting thing is that mobile continues to not get its due in terms of advertising dollars invested.  While TV accounts for 42.5% of all media time and a corresponding equal share of the advertising market, mobile claims 10% of the consumer’s time, but only 1% of the advertising spend.

Sure, time is spent on the mobile phone talking so that may be time that counts into the overall numbers, but clearly more and more searches and internet browsing are done on mobiles so it should be doing better than 1%!  After all, nearly any business can do text message marketing at the very least.

Looks like more businesses need a mobile strategy.

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