Canadians will spend about an hour more with media this year compared to 2011, according to eMarketer

Adults in Canada will spend 71 more minutes with major media each day than they did in 2011, according to the latest research from market research company eMarketer.

Source: eMarketer

The firm stated that the increase comes from greater digital choice, particularly the use of smartphones and tablets.

Each day, Canadians will spend an average of nine hours and 43 minutes with media including digital, TV, radio and print. About four hours of that time will be spent with digital devices.

Paul Briggs, analyst at eMarketer, said: Mobile devices have created an appetite for more media consumption and better media content. While digital media is taking some time away from traditional channels, we've seen a significant increase in overall time spent, which is found media time for marketers."

The research was conducted by analyzing more than 200 data points from more than 20 sources, which included online surveys, in-person interviews and phone surveys. Figures also include all time spent with each medium regardless of multitasking, meaning an hour spent watching TV while using a smartphone would count as an hour for each.

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