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KP INTERNET TRENDS 2017 | Internet Trends 2017 Report

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KP INTERNET TRENDS 2017 | PAGE 13
Advertising $ =
Shift to Usage (Mobile) Continues
% of Time Spent in Media vs. % of Advertising Spending, USA, 2016
4%
9%
38%
20%
28%
12%
9%
38%
20% 21%
0%
10%
20%
30%
40%
50%
Print Radio TV Internet Mobile
%ofTotalMediaConsumptionTime
orAdvertisingSpending
Time Spent Ad Spend
Total
Internet Ad
= $73B
Of Which
Mobile Ad
= $37B
~$16B
Opportunity
in USA
Source: Internet and Mobile advertising spend based on IAB and PwC data for full year 2016. Print, Radio, and TV advertising spend based on
Magna Global estimates for full year 2016. Print includes newspaper and magazine. Internet (IAB) includes desktop + laptop + other connected
devices. ~$16B opportunity calculated assuming Mobile (IAB) ad spend share equal its respective time spent share. Time spent share data
based on eMarketer (4/17). Arrows denote Y/Y shift in percent share. Excludes out-of-home, video game, and cinema advertising.

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