Consumers in the United States now spend more time on mobile devices and computers than in front of their TV screens.
If you're still one of those curmudgeons without a digital strategy, now is the time to reconsider.
Aside from the obvious perils of being a social media hold-out, you may also be missing out on eyeballs--and revenue--when you advertise using old-school channels. According to an eMarketer study published on Thursday, American consumers will spend more time engaged with digital media this year than they will watching television.
Americans spend four hours and 40 minutes online using either a mobile device or a computer, compared with four hours and 31 minutes watching T.V., Mashable reports.
This may be due, in part, to online video content's increasingly positive reputation as a legitimate media source. Just this year, Netflix original series House of Cards made history when it was nominated for an Emmy award alongside television-native programs. Then both Amazon Instant Video and YouTube won technical awards for their preference-calculating algorithms.
Which is all to say, the video giants of the Internet are getting better at predicting what viewers like to watch. And viewers are warming up to the idea of online commercials. One study found that 60 percent of web-connected television consumers said they would opt for free ad-supported content, compared to 38 percent who prefered ad-free content via subscription.
FRANCESCA FENZI reports on entrepreneurship, technology and small business news from San Francisco. Her work has previously appeared in TIME, USA Today, Pop City and The Northside Chronicle. @FrancescaFenzi