Time Spent With Traditional Media Drops As Mobile Internet Use Blossoms

June 4, 2018

People around the world are expected to spend about 8 hours a day consuming media this year, representing a 12% jump from 2011, says Zenith in a new media consumption forecast. The rise of mobile devices is having a large impact on media consumption patterns, per the report, as increasing time spent with the mobile internet is eroding consumption of traditional media such as print newspapers and radio.

This year Zenith predicts that almost one-quarter (24%) of media consumption across the 63 global markets tracked will be mobile, a dramatic increase from 5% share in 2011. As such, people are expected to spend almost 2 hours a day with the mobile internet this year, up from around 20 minutes per day in 2011.

The rise in time spent with the mobile internet is leading to drastic changes with some traditional media – particularly print.

At the same time as mobile internet use has grown almost sixfold between 2011 and 2018, Zenith estimates that time spent with print magazines has plummeted by 56% during that time frame, with time spent reading print newspapers also plunging, by 45%.

Other traditional media haven’t been hit quite so hard, but are also suffering declines. Time spent watching TV worldwide has decreased by 3% between 2011 and 2018, per the estimates, while time spent listening to the radio has shrunk by 8%.

The analysts caution that these figures relate to non-internet use. In other words, they don’t account for time spent reading newspapers and magazines online or of time spent online with TV channels and radio stations. In some cases, increases in time spent online with these media more than offsets the declines in time spent offline.

Meanwhile, the only traditional medium to experience an increase in consumption is cinema, with 3% growth during the 2011-2018 time period. However, this is also the medium with the smallest daily consumption, estimated at just 1.7 minutes per day.

A recent report from the Motion Picture Association of America (MPAA) noted that global box office revenues were up by 5% year-over-year in 2017.

Looking forward, Zenith expects a 2.7% increase in total media consumption worldwide between 2018 and 2020, with the total reaching 492 minutes per day. Mobile internet use is forecast to account for 28% of that total in 2020 (up from 24% this year), or close to 2 hours and 20 minutes per day.

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