Media spending aligns fairly well with consumer-time spent on various media, according to Kleiner Perkins analyst Mary Meeker. Marketers spend 22% of their ad budgets online, where consumers spend 26% of their media consumption time, and television budgets, at 42%, almost match consumer media time alloted, at 43%. The biggest shifts in media spending are likely to be positive for mobile, addressing a 1% spend/10% time imbalance, and negative for print, correcting a 25%/7% ratio. However, consumer engagement remains a wild card, as the kind of attention consumers pay varies from medium to medium.