The mobile internet has expanded the amount of time people spend consuming media each day, reaching an average of 479 minutes, according to Zenith's latest Media Consumption Forecast.
This number is projected to reach 495 minutes a day by 2021.
“Mobile internet technology has expanded both the amount of time people spend with media and what counts as media,” says Jonathan Barnard, head of forecasting, Zenith. “Media now means comparing prices on the high street, sharing jokes with friends and booking your next holiday, opening up new opportunities for brands to connect with consumers.”
Television remains the biggest medium globally, projected to attract 167 minutes of viewing each day in 2019, although Zenith predicts it will fall to 165 minutes a day by 2021.
This attention is likely being grabbed by the Internet. Zenith expects the average amount of time people around the world spend accessing the mobile internet to rise from 80 minutes daily in 2015 to 130 minutes this year, averaging 13% growth a year.
Annually, consumers will spend 800 hours using their mobile internet devices this year, which will increase to 930 hours, or 39 full days, by 2021.
Online usage growth, however, is slowly beginning to slow down now that most people in the developed world who want a mobile device have one, and ownership is becoming common in developing markets. Zenith forecasts that annual growth will drop an average 8% between 2018 and 2021, when mobile internet use will account for 31% of global media consumption.
With eyes spent watching TV and surfing the Web, other media is being displaced.
Between 2014 and 2019, the average amount of time spent reading newspapers has fallen from 17 minutes a day to 11, while time spent reading magazines has fallen from 8 to 4 minutes and time spent watching television has fallen from 171 to 167 minutes. Desktop internet use has also fallen, from 47 minutes a day to 40.
Notably, consumers’ appetite for radio and cinema has remained robust, with radio listening rising from 53 to 55 minutes and time spent at the cinema rising from 1.8 minutes to 3 minutes a day on average, driven by a boom in movie attendance in China.
The multitude of media options means "brands need to communicate with consumers in the environments that best matches their values, and at the times when consumers are ready to move along the path to purchase,” says Matt James, Global Brand President, Zenith. “This requires investing in talent and technology to unlock the value of data and create personal brand experiences.”