Adults in the United States will spend an average of 6 percent of their total digital media time on Facebook—or 21 minutes every day—and the social media giant captures 10 percent of all U.S. digital ad spending, according to a new study from eMarketer.
Overall, almost half of the total time spent on media in any form in 2014 will be spent on digital platforms, the researcher states, but only 30.5 percent of media budgets will be allocated to the space. Facebook is capturing a huge share of the available dollars: When it is taken out of the equation, other social platforms capture only 4 percent of ad dollars while accounting for 12 percent of U.S. adults’ digital time.
New York-based eMarketer attributes several factors to Facebook’s disproportionate share of the digital marketing dollars. The biggest is that it is a “foreground” activity; unlike sites such as Pandora, which many users put on in the background and tune out, when people are on Facebook, they are generally actively engaged with the content. Also, audio or video ads can be skipped or tuned out, while the interspersed ads that Facebook favors are much harder for users to ignore.
In addition, when eMarketer only considered people who use Facebook once a month, they spent an average of 39 minutes a day on the platform.