People spend more than half of their day consuming media.

Making a statement like that should make you look at this Blog post with your head titled sideways and your eyebrows raised - the way a dog looks when you talk to it. I can’t make this stuff up. “Citing a new Ipsos OTX study of 7,000 online consumers ages 13 to 74, Friend said that thanks to smartphones and laptops, people are now spending one-half of their waking days interacting with media, and have increased their media consumption by an hour per day over the last two years. That’s more time than they spend working or sleeping,” says the news item, Ipsos OTX Study: People Spend More Than Half Their Day Consuming Media, from The Wrap.

Imagine that.

Human beings have a voracious appetite when it comes to information - no one can deny that. If you ever thought that we may, in fact, cross the chasm that Clay Shirky laid out in his recently released best-selling business book, Cognitive Surplus, this new piece of information might lead you to think differently. Imagine the cognitive surplus we’re actually creating if this statistic is true. Imagine what we could do with this time if we were not passively sitting back and just consuming media. Not only do people love consuming media, but it seems like the more platforms, channels and hardware we add into the equation, the more consumption happens across them. Think back and ask yourself if you ever really thought you would be consuming as much media as you are on your mobile device? It wasn’t that long ago when even the concept of consuming media on a mobile phone seemed almost as ridiculous as sharing your every mundane action in a 140-character tweet on Twitter.

You can follow the ‘via’ link above to go to the source and read the rest of the article if you’d like to dig a little deeper…