Dive Brief:

• An eMarketer forecast shows that U.S. advertisers are not investing as much in mobile even though numbers continue to grow. 
• Advertisers spend about 7 cents on each mobile user, compared to $1 per reader in print advertising. 
• Digital, another area with growing usage, is also still cheaper than print, with the average spent on each user coming in at 10 cents. 

Dive Insight: 

TV and print still dominate in terms of money required to reach audiences despite the fact that mobile and digital use continues to grow. A big reason for that is the lower cost of digital and mobile. Ads are cheaper partly because of demand, but also because the cost to produce and distribute ads can be less expensive as well. Mobile is a tricky beast, too, because the industry hasn't quite figured out all the best ways to reach mobile users — a detail that still has some advertisers hesitant to invest.