Commentary

50 Media Hours Per Week

PQ Media today released the 6th annual Global Consumer Media Usage & Exposure Forecast 2018-22, which estimates that consumer time spent with media worldwide, including all digital and traditional media combined, is on pace to grow 2.1% to an average of 50.9 hours per week (HPW) in 2018, powered by digital audio, video, books, news and games, and a growing middle class in emerging markets demanding more digital content in their native languages. 

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Among highlights from PQ Media’s closely watched annual time spent with media are the following:

  • Consumer time spent with media worldwide is projected to increase at a slower 1.5% in 2019, due to the absence of even-year stimulation from major sporting and political events 
  • Driven by continued strong growth in mobile media channels, overall digital media usage is expected to rise an estimated 8.8% to 12.7 Hours Per Week in 2018, accounting for 25% of all global media usage, up from only 15.2% just six years ago. 
  • Among the digital media fueling growth this year are mobile audio, video and books, growing by more than 20% compared with their 2017 rates.
  • PQ Media analysts noted the continued shift of consumer time spent with media to wireless devices and mobile media, has distinct generational overtones. Although I-Gens (born 1981-1996) use media much less than older generations, almost 40% of their media consumption is done via digital devices.
  • With the release of the new study, PQ Media has become the first-ever market researcher to track consumer time spent with media among the world’s newest generation, identified as "m-Gens," born starting in 2013;

PQ Media’s Global Consumer Media Usage & Exposure Forecast 2018-22covers all 4 global regions; the 20 largest media markets; 3 broad digital media platforms; 22 digital media channels; 8 traditional media platforms; 11 hybrid (digital + traditional) media silos; 6 consumer generations and both genders.

The new Forecast includes a Core PDF Report providing 440 PowerPoint slides and 600 exclusive datagraphs, as well as a Companion Excel Databook providing drill-down datasets with over 250,000 data points drilling down into the top 20 countries by media platform, channel, consumer generation and gender. 

To download free executive Summary and sample datasets, please visit here. 

 

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