Granted, these studies are a dime a dozen. But new research shows that the appetite of Americans to spend time with their computers, iPods or TVs may finally be on the wane, after almost a decade during which their media consumption grew steadily. The 3,530 hours that the average consumer spent with media in 2006 — a whopping 40 percent of all hours, including sleep time — represented a 0.5 percent drop from 2005. Over the previous decade, media usage typically increased 1 percent to 3 percent a year. It was the first decline since 1997, private equity firm Veronis Suhler Stevenson reports. Americans now log an average of 9.7 hours each day consuming media, almost reaching the saturation point. If something’s gotta give, that something is likely to be traditional, ad-supported media like broadcast television and printed newspapers, which the report found draw less attention from consumers as emerging media take up more of their time.
U.S. Is Reaching Media Saturation Point
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