Social media has grown exponentially. It used to be just about seeing photos of friends on holiday, but I suspect many people spend more time with it than with mass media.
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It depends - do you count TV playing as a background at home? Radio when driving or in bars and places? Those are mass media too.
True, but what are people watching? Reality shows? I don't actually watch much TV news these days, but I hear some on BBC radio and read a couple of papers.
McLuhan (one of the guys mentioned in the post) divides media into "hot" and "cold" ones based on how much of your attention and participation they typically require as it is described here.
But then, it is just one of the theories. Besides, many people pay the same attention to their Instagram or Facebook newsfeeds as others to TV playing in the living room when they do house chores.
My other half is often checking her phone whilst watching TV, but with the latter I try to give it my attention. I'm fairly selective about what I watch. I am trying to find some working balance between TV/newspapers, social media and other activities. For one thing I want to read more books (mostly fiction) and I also need to work on my music activities. I do combine my running with listening to podcasts, some of which are on politics. Time is precious.