Media agency GroupM has forecast that time spent with online media worldwide in 2018 will surpass time spent with linear TV.
The report comes during NewFronts week, a time when digital programmers are pitching advertisers on the importance of reaching consumers via online and social media.
Consumers worldwide will spend 3.69 hours per day with online media worldwide, compared with 3.63 hours spent with linear TV, according to the GroupM report. That gives online a 38% share and TV a 37% share of the media day, weighted by local media investment.
That compares with 2017's 3.53 hours with digital media and 3.71 hours with linear TV.
In the U.S., TV still holds an edge over online media, with 4.59 hours per day forecast for TV in 2018 versus 4.20 hours for online. But TV’s share of the U.S. market is declining. GroupM pegged it at 39% in 2018, down from 41% in 2017, while online will rise to 38% from 36%.
The increase in time spent on digital corresponds with a increase in e-commerce. GroupM predicted worldwide e-commerce will increase 15% in 2018 to $2.442 trillion, or 10% of all retail.
GroupM also looked at how media was being transacted. It found that 44% of online display advertising was transacted programmatically in 2017, up from 31% in 2016. GroupM forecast that rising to 47% in 2018.
Only 22% of online video was transacted programmatically, but that’s up from 17% in 2016 and will rise to 24% this year, GroupM said.