A report from eMarketer found that web and mobile content consumption is growing, but businesses are still dedicating too much of their marketing budgets to print media.

A study released by eMarketer found that American adults spend an average of 167 minutes every day on the internet and 65 minutes per day using mobile devices, compared to 44 minutes with traditional print media. The report demonstrates the growing significance of new media marketing, as people begin accessing the web and mobile devices more frequently and with an increasing number of tasks in mind.

The study includes media consumption figures from the previous three years and demonstrates a growing reliance on the web and mobile devices and decreased use of print media. While the entertainment and traditional media industries have had to adapt accordingly, marketers have similar adjustments to make to target their desired audiences more effectively.

While magazine and newspaper access is decreasing, Brafton has reported that more than half of tablet users access news content every day. Tablet ownership is still fairly uncommon among American adults, it has grown consistently in the 22 months since the release of the first Apple iPad.

Marketers that previously invested heavily in print marketing can increase the effectiveness of their campaigns by leveraging these new trends in media access. News content marketing campaigns that focus on developing original, informative content will appeal to users, while also enhancing brands’ SEO efforts.

However, many businesses have not made the necessary adjustments. According to the study, 15 percent of advertising spending is in newspapers and 9.7 percent is dedicated to magazines. Marketers are putting money into channels that are consistently losing audiences, as just 4 percent of consumers’ media time is spent with newspapers and 2.8 percent is devoted to magazines.

Shifting marketing investment from print to online content marketing, including websites, mobile platforms and social networks, could increase the value of these campaigns.

It appears as though businesses are prepared to shift their investments for 2012. Brafton reported last week that 60 percent of B2B marketers plan to increase their spending on content marketing campaigns next year. Moreover, the poll found that social media marketing has become a competitive necessity in the eyes of most brands, and adoption is likely to expand across each of the major platforms. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.