Mobile Passes Print in Time-Spent Among US Adults
2011美國(guó)人的時(shí)間消費(fèi)觀：移動(dòng)設(shè)備紙媒

Despite ‘Cord-Cutting’ Fears, TV Sees Gain in Viewing Time
盡管掐線憂慮仍在，但電視的觀看時(shí)間有所增加

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(jù)市場(chǎng)調(diào)研公司eMarketer的最新數(shù)據(jù)顯示，美國(guó)成年人目前每天在移動(dòng)設(shè)備上花費(fèi)的時(shí)間要超過(guò)傳統(tǒng)的印刷媒體。同時(shí)，盡管業(yè)內(nèi)擔(dān)心在線觀看會(huì)蠶食傳統(tǒng)電視，而消費(fèi)者也會(huì)紛紛“掐線”停掉數(shù)字付費(fèi)電視服務(wù)，美國(guó)然花費(fèi)在觀看傳統(tǒng)電視節(jié)目（直播或是錄播節(jié)目）的時(shí)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(jù)eMarketer估計(jì)，在今年，成人消費(fèi)者平均每天會(huì)花4小時(shí)34分鐘，坐在傳統(tǒng)的電視機(jī)面前觀看電視和視頻，這比去年的數(shù)據(jù)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(wǎng)絡(luò)和移動(dòng)手機(jī)上的時(shí)間分別上漲7.7%和30%。不過(guò)比起去年，美國(guó)人在收音機(jī)和紙質(zhì)出版物上花費(fèi)的時(shí)間要少。在電視和數(shù)字方面消磨的時(shí)間增加，也意味著每天花在媒體的總時(shí)間有所增加，今年的數(shù)據(jù)是11小時(shí)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(guó)人花在移動(dòng)設(shè)備上的時(shí)間突飛猛進(jìn)，比去年上漲了30%，突破了每天1小時(shí)大關(guān)，這也就代表花在移動(dòng)設(shè)備上的時(shí)間比紙質(zhì)雜志和報(bào)紙的時(shí)間總和還要多，2011年美國(guó)人每天花在這兩項(xiàng)上的時(shí)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(xiàng)數(shù)據(jù)來(lái)源（包括調(diào)查和研究數(shù)據(jù)）后做出了上述媒體花費(fèi)時(shí)間的估計(jì)。電視與視頻包括在傳統(tǒng)電視機(jī)上觀看的各種視頻，而在線視頻觀看則被納入了網(wǎng)絡(luò)范疇內(nèi)。觀眾在每種媒體上花費(fèi)的時(shí)間，取的是所有美國(guó)成年人的平均數(shù)據(jù)，而并非是每種媒體用戶所花費(fèi)的時(shí)間。另外，花在某一種媒體上的時(shí)間也包含在媒體總時(shí)間內(nèi)：若一個(gè)觀眾在一個(gè)小時(shí)內(nèi)既在觀看電視節(jié)目，同時(shí)也在上網(wǎng)，那么他觀看電視節(jié)目的時(shí)間計(jì)為1小時(shí)，上網(wǎng)的時(shí)間也計(jì)為1小時(shí)。

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(guò)，廣告支出方面的變化還不能足夠體現(xiàn)美國(guó)人消費(fèi)模式的轉(zhuǎn)變。雖然觀眾觀看電視節(jié)目保證了電視廣告相當(dāng)可觀的支出，但數(shù)字廣告的支出還沒(méi)有反映出消費(fèi)者在這些領(lǐng)域中投入的時(shí)間長(zhǎng)短。以移動(dòng)設(shè)備為例，根據(jù)eMarketer的估計(jì)，人們每天花在手機(jī)上的時(shí)間，占所有媒體總時(shí)間的10%，但手機(jī)廣告的支出還不足所有媒體廣告支出的1%。另一方面，報(bào)紙和雜志依舊稱霸廣告支出，它們?cè)诿襟w廣告支出的比例，遠(yuǎn)遠(yuǎn)超過(guò)每天所占據(jù)的讀者時(shí)間的比例。