A new Ipsos OTX study of 7,000 online consumers ages 13 to 74 revealed that thanks to smartphones and laptops, people are now spending one-half of their waking days interacting with media, and have increased their media consumption by an hour per day over the last two years. That's more time than they spend working or sleeping.
More has changed in media consumption over the last two years than in the 30 years that proceeded it, Bruce Friend, president of Ipsos OTX MediaCT said.
"Communicating is now entertaining, and entertainment is communication," Friend said. "The speed at which things can be delivered thanks to broadband, and the ways it can be delivered, with DVR and VOD, mean that the speed of change has ramped up in an unprecedented way."
According to the study, 24 percent of people now own a web-enabled smartphone, while cellphone ownership has fallen from 81 percent to 65 percent since 2009. Smartphone owners spend 30 minutes more a day on interacting with media compared to non-smartphone owners.
The rise of social networking sites is contributing to the enormous appetite for media. The study found 73 percent of those surveyed are a member of a social network. Fifty-six percent of those included in the study visited Facebook and/or MySpace daily and spent almost a half-hour there playing games,creating and sharing content.