According to a new eMarketer report, Canadians are spending almost an hour more every day on their digital devices than they spend watching TV.

Time Spent with Media in Canada — by the numbers

The average Canadian in 2016 is spending a total of 9 hours and 41 minutes per day consuming media, which is almost 2 hours and 30 minutes less than the average American. However, daily media time-spend is expected to grow by 1.3% this year, 0.5% next year, and 0.2% in 2018.

Digital (including personal computer and non-voice mobile phone usage) is by far the frequented channel (4 hours and 21 minutes per day), now exceeding TV (3 hours and 22 minutes per day) by 59 minutes. This gap continues to widen due to the growing popularity of tablets and smartphones.

Canadians are now spending about an hour more per day with their mobile devices than they did in 2012. Smartphones in particular are quickly being integrated into daily routines: Canadians are turning to their phones for up-to-the-minutes news, social, and weather updates.

The growth of mobile device usage (now 2 hours and 28 minutes per day) is pushing up the total time spent with media, but also taking some time away from competing media channels like TV and personal computers/laptops (now being used for 1 hour and 53 minutes per day).

Because of this trend, eMarketer thinks that the average time spent watching TV will decline by another 1.8% per year up to 2018. But the channel with the largest percentage decrease in time-spend will continue to be in print, which fell by 8.6% in 2014 and 7.2% in 2015. Total time spent with print media is now just 24 minutes per day.

The total time spent with TV, radio, and print will account for more than half (55%) of the average Canadian’s daily media time, and is forecast to drop to 51.9% by 2018. Nevertheless, these traditional media channels will still represent over half of all media time.

What does this mean for advertisers?

Advertisers need to increase investments in digital advertising to keep up with Canadians who are spending more and more time on digital channels. However, traditional channels will remain important for advertisers and consumers alike for the foreseeable future.

This means that the reach and effectiveness of cross-channel campaigns will continue to grow. To succeed in today’s market, advertisers need to have a diverse set of channels in their media mix.

The challenge is knowing which channels and media opportunities are right for your brand.

That’s where Media-Corps can help.

Our Canadian media specialists can show you how to navigate the Canadian media market, connecting you with the most relevant opportunities to hit your target audience.

Contact us today to schedule a free no-obligation consultation with one of our Canadian media specialists.