The amount of time people spend consuming media continues to expand, raising serious questions about opportunities and consequences for brands competing for consumer attention in an increasingly fragmented media marketplace. Per capita consumption of media is projected to rise 1.4% this year, to an average of 492 minutes daily, according to estimates released this morning by Publicis’ ZenithOptimedia unit.
That’s up seven minutes daily from the worldwide per capita average of 485 minutes in 2014, and the media shop’s analysts attribute it to greater access to the Internet, especially mobile connectivity. Per capita Internet usage will rise 11.8% this year, the agency estimates.
The data, which comes from the latest edition of ZenithOptimedia’s Media Consumption Forecasts, projects Internet consumption will expand at an average annual rate of 10% between 2014 and 2017, the period being analyzed in the report.
Since 2010, the agency estimates per capita usage of the Internet has doubled worldwide from 59.6 minutes to 109.5 minutes daily in 2014.
But like Newton’s laws of physical gravity, when things go up, some things also come down in the media universe. The amount of time the average global consumer allocated to “traditional media” -- things like TV, newspapers, radio, magazines and out-of-home media -- declined to 375.8 minutes daily in 2014 from 402.2 minutes in 2010.
“Mobile technology in particular has created new opportunities to consume media, by allowing people to access the internet while out and about – shopping, commuting to work, waiting to meet friends, and so on,” says the report.Currently, ZenithOptimedia estimates the Internet has 22.6% share of time spent with media daily, and will expand to 28.6% in 2017.