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. 不过,广告支出方面的变化还不能足够体现美国人消费模式的转变。虽然观众观看电视节目保证了电视广告相当可观的支出,但数字广告的支出还没有反映出消费者在这些领域中投入的时间长短。以移动设备为例,根据eMarketer的估计,人们每天花在手机上的时间,占所有媒体总时间的10%,但手机广告的支出还不足所有媒体广告支出的1%。另一方面,报纸和杂志依旧称霸广告支出,它们在媒体广告支出的比例,远远超过每天所占据的读者时间的比例。
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