eMarketer has done some meta-analysis of data from dozens of research firms using a variety of methodologies. The result is a series of estimates of how much time consumers spend with all major media, regardless of multitasking or simultaneous usage, from 2008 to 2010. A few excerpts relating to radio:

The average time spent with all major media combined increased from about 10.6 hours in 2008 to 11 hours in 2010. TV and video (not including online video) captured the lion’s share of all media time, about 40% each year. The internet’s share of media time increased over the same period, from 21.5% to 23.5%, as did mobile’s share, from 5% to 7.5%. The share of time spent with magazines and newspapers fluctuated between 8.5% and 11.5%, while radio and all other media—video games, moves in theaters, outdoor media—declined.

Mobile devices received an average of 50 minutes’ worth of attention every day—the same amount of time allotted to newspapers and magazines combined.

While TV, print and radio will slowly lose ground to digital media. Those trends have been most apparent with print media in recent years, but are now beginning to show up in TV and radio usage as well.

Average time spent listening to the radio each day is 96 min. That still strikes me as a very respectable amount of time. The trend, however, is going the wrong way. What are radio operators doing to reverse it. What can they do to reverse it?