The 36-Hour Day
January 31st, 2007

Between radio, television, phones, movies, video games and the Internet, we are consuming more media than ever before… often all at once. While multitasking is hardly a new phenomenon, recognition is growing that the amount of time we spend immersed in one or more media is steadily increasing — in effect, lengthening our days. FutureWire reports.

A survey by Veronis Suhler Stevenson (VSS) has found that the average American will spend 3,518 hours consuming some kind of media in 2007, up from 3,333 hours in 2000. Predictably, Internet, video games and premium cable TV drove most of that growth; network TV viewing actually declined, while theatre movies and print media remained flat.

According to a study by eMarketer, new media are not necessarily killing old. “Study after study confirms it. People are consuming more media than ever, but they are not dropping one in favor of another,” says eMarketer’s Debra Aho Williamson. “They are juggling, multitasking and figuring out ways to use a number of media channels at the same time.”


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