Individuals in the US manage to spend the equivalent of half a day consuming media, according to eMarketer's latest media time spent figures. In total, eMarketer estimates that adults will spend an average of 12 hours, 1 minute per day with major media this year.

Here's the breakdown by medium, in hours:

• Digital: 5:53 (3:17 on mobile; 2:03 desktop/laptop; 0:33 on other connected devices)
• TV: 3:58
• Radio: 1:26
• Print: 0:24
• Other: 0:21

Why it matters: "People have become more efficient at multitasking, thanks largely to mobile devices (excluding voice)," according to the study. "Multitasking via mobile is primarily responsible for the overall increase in time spent with media."

Note: eMarketer counts each minute of media consumption time regardless of whether it's simultaneous with any other media. Therefore, total media consumption time continues to grow, even as the number of hours in a day remains the same.