According to digital measurement firm eMarketer, the time consumers spend on mobile devices has surpasses that of print media for the first time ever.

Time spent on mobile devices is now an average of 65 minutes a day, compared to 44 minutes a day for print (magazines and newspapers combined).

Time on the internet was 2 hours and 47 minutes (an increase of 12 minutes from 2010), but TV still dominates with an average of 4 hours and 34 minutes.

Most interesting from our point of view is the continued expansion of mobile engagement in general. Mobile saw both the biggest absolute and percentage jumps in time spent. That additional 15 minutes translates into a 30 percent increase, meaning roughly 10 percent of the average U.S. adult's day is now spent on mobile, yet mobile only accounts for about 1 percent of advertising spending. Surprisingly, print still commands an outsized share of ad budgets, taking 25 percent of ad spending, despite dwindling to only 7 percent of time spent with all types of print media.

I picked up a newspaper for the first time this morning in years. Other than books (and even that is dissipating), the only thing I read in print is notices from my daughters school. Our focus tends to lie where we get the most value.

Report: Mobile Surpasses Print in terms of Time Spent, but Ad Dollars Aren't Following