Americans adults now spend more time using their mobile phones than reading newspapers and magazines, according to new research from eMarketer.

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). That’s a 30% increase on last year.

However, despite this increased use of mobile which now takes up over 10% of an American adult’s media time, yet it attracts less than 1% of ad spend.

This study highlights the discrepancy between consumer behavior and advertising spending which is promising for the business on the Internet and on mobile devices.