Global Media Shift: Online Tops Offline Usage

WorldGlobe-A3For consumers of media worldwide, online usage now exceeds offline media consumption. Offline media such as TV, radio and newspapers still account for the majority of media time in mature Internet markets such as the Netherlands, Germany, the UK and the U.S.

TV remains the strongest traditional medium, per the GlobalWebIndex report, with average daily viewing time across all markets of 2.49 hours. U.S. TV consumption is the greatest, with an average 3.59 hours daily. 

But overall, more media time is spent online than offline in 23 out of the 31 major markets tracked by the study.

Global consumption of digital media now accounts for 57% of daily media time. Overall, consumers now spend an average of 10.7 hours a day with all forms of media -- and 5.6 hours of that on digital, according to the study.

The report is a based on a survey of 32,000 respondents in 31 countries that was conducted in the fourth quarter of 2012.

The report also found that online consumption is heavier in rapidly growing markets such as UAE and China, where total online time accounted for 7.3 and 6.1 hours of average daily media consumption, respectively. In China, the report found, only 35% of media time is spent with traditional media.

“This data shows why it is so critical to build a holistic communications strategy,” stated GlobalWebIndex founder Tom Smith. “Consumers worldwide have increasingly digitalized their media consumption and online now dominates the way they spend their day. This is a clear argument for online media to get a greater share of advertising spend, regardless of where you are in the world.”

Consumers in Argentina have the most voracious media appetites, spending nearly 13 hours a day with some form of media, per the report. Japanese consumers spend the least time with media, about 7.56 hours a day.  

Social media increasingly dominates the time that consumers spend online. The study found that globally it accounts for 48% of total digital time.

More on the report can be found here.

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5 comments about "Global Media Shift: Online Tops Offline Usage".
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  1. Gian Fulgoni from 4490 Ventures, March 28, 2013 at 8:18 a.m.

    These online media consumption numbers are grossly overstated. Using online surveys to gauge time spent online will yield numbers that are 2X to 3X higher than reality because online survey takers are heavier users of the Internet

  2. John Grono from GAP Research, March 28, 2013 at 8:39 a.m.

    Gian, you beat me to it. Rather than a grain of salt, pass me the entire salt-shaker. Cheers.

  3. Joshua Chasin from comScore, March 28, 2013 at 9:37 a.m.

    John-- he beat me to it too.

  4. Leo Kivijarv from PQ Media, March 28, 2013 at 10:07 a.m.

    Also doesn't include universe of consumers who don't have media, for example 25% of US HH don't have internet access.

  5. Lori Gillen from Sleep Experts, March 28, 2013 at 10:50 a.m.

    Wouldn't all numbers be skewed and you would just adjust for all consumption numbers? I don't think any of this is a surprise in terms of media consumption anyway - the main point to a comprehensive campaign is to know what types of consumers are viewing specific mediums and leverage online and offline platforms to support your campaign objectives. Also, depending on the specific demographic, the numbers for both online and offline change drastically and also across the types of shows/sites/social media platforms.

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