Adults in the U.S. are spending more and more time with mobile media. And the growth is expected to continue, according to predictions from eMarketer. Yet traditional print media still commands 10 times more advertising dollars than mobile.
In fact, according to Print in the Mix, “U.S. advertisers will spend just 7 cents per US adult per hour spent on mobile this year, vs. nearly $1 for print.”
That’s quite literally pennies to the dollar, folks.
So despite losing ground in terms of time spent with print vs. mobile, the value of that time doesn’t seem to be degenerating. In fact, the numbers indicate a solid confidence on the part of advertisers who trust in traditional print ads to engage.
We’ve seen the digital struggles as marketers come to grips with the fire hose of “noise” online. And we’ve seen print continue to create brand awareness and influence sales over digital channels. Consumers are also reluctant to allow advertising on their mobile media, saying in effect “keep your coupons off my mobile phone.”
All this helps to explain why lots of face time with mobile media does not translate into big advertising bucks. Tried and true traditional media continues to get the lion’s share of paid placements.