How Much Time And Money Do People Really Spend On The Internet?

Gian Fulgoni

This paper argues that online surveys are a bad way of measuring digital habits - including time and money spent - because survey respondents over-index on these things against the general population.

How Much Time And Money Do People Really Spend On The Internet?

Gian FulgonicomScore

A number of years ago while at Morgan Stanley, Mary Meeker popularized the concept of the "digital advertising gap" by comparing the percentage of media time that consumers claimed they spent on the Internet (obtained through online surveys) with the percentage of ad spending that was allocated to digital. Since the former appeared to be larger than the latter, then marketers were under-spending on digital … or so the argument went. Of course, one can take issue with this rationale, with some critics pointing out...

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