Digital Vs. Traditional Media Consumption

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Digital vs. TraditionalMedia ConsumptionAnalyzing time devoted to online andtraditional forms of media at a global level,as well as by age and across countriesINSIGHT REPORT Q1 2017

INTRODUCTIONCONTENTThe shift from traditional to digital media is muchdiscussed but rarely quantified. In this report,03DefinitionsGlobalWebIndex offers a unique perspective on04Notes on Methodology06Key Insights07Global Trends in Media Consumption13Media Consumption by Age19National Differences in Media Consumption25Traditional Vs. Digital: TV, Radio and Press34More From Globalwebindexday-to-day media consumption behaviors byage and across 34 markets – analyzing howmuch time people are spending online, trackingthe types of media they are consuming andassessing the share of time spent on digital vstraditional forms of television and print press.INSIGHT REPORT Q1 2017www.globalwebindex.net

DEFINITIONSIn this report, we draw on our cross-mediaAs a result, all figures referring to time spent on these activities is based uponWe use this data to create average amountsconsumption questions which ask internetself-reported estimates and the following definitions:of time spent on each activity per day inusers to estimate how much daily time they2012, 2013, 2014, 2015 and 2016. To dotypically devote to the following activities:this, we assign a number of minutes to eachperiod of time (as shown below), multiplyINTERNET USAGELINEAR TVthis by the relevant universe figure andVia PC/laptop/tabletTelevision that is traditionally broadcast and watched in real-time.then calculate the average. This generatesVia Mobileeasily comparable data which enables us toONLINE TVestimate total time spent across markets orTELEVISIONTelevision that is streamed online or watched on-demand. This includesconsumer segments.Linearusage of catch-up services like BBC iPlayer and TV streaming services likeOnlineNetflix.RADIOBROADCAST RADIOTraditional/BroadcastRadio channels that are traditionally aired and listened to in real-time.Less than 30 minutes 0.25 hours30 mins to 1 hour 0.75 hours1 to 2 hours 1.5 hoursONLINE RADIO2 to 3 hours 2.5 hoursRadio channels that are listened to online, typically via streaming.3 to 4 hours 3.5 hours4 to 6 hours 5 hours6 to 10 hours 8 hoursMore than 10 hours 10 hoursDo not use 0 hoursOnlinePRESSTraditional Print Press/NewsOnline Press/NewsTRADITIONAL PRINT PRESSPhysical, printed forms of press e.g. newspapers and magazines.SOCIAL NETWORKS / SERVICESONLINE PRESSGAMES CONSOLESPress or news stories that are read online e.g. via news websites or apps.

NOTES ON METHODOLOGYINTERNET PENETRATION RATES(ITU Internet Penetration Metric 2015)Each year, GWI interviews over 350,000 internet users,Because internet penetration rates can vary significantlyasking a wide range of questions about their lives,between countries (from a high of 90% in parts oflifestyles and digital behaviors.Japan93Russia73Europe and North America to lows of c.20% in partsNetherlands93Malaysia71of APAC), the nature of our samples is impactedUnited Kingdom92Saudi Arabia70UAE91Argentina69Sweden91Portugal69South Korea90Poland68Canada88Italy66Germany88Brazil59To ensure that our research is reflective of internetaccordingly. Where a market has a high internetusers, we set appropriate quotas on age, gender andpenetration rate, its online population will be relativelyeducation – meaning that we interview representativesimilar to its total population and hence we will see goodnumbers of men vs women, of 16-24s, 25-34s, 35-representation across all age, gender and education44s, 45-54s and 55-64s, and of people with secondarybreaks. Where a market has a medium to low internetvs tertiary education.penetration, its online population can be very differentto its total population; broadly speaking, the lower theTo do this, we conduct research across a range ofcountry’s overall internet penetration rate, the moreinternational and national sources, including the Worldlikely it is that its internet users will be young, urban,Belgium85Mexico57Bank, the ITU, the International Labour Organization, theaffluent and educated.Hong Kong85Turkey54France85Vietnam53Australia85South land80Thailand39Spain79India26United States75Indonesia22CIA Factbook, Eurostat, the US Bureau of Labor Statisticsas well as a range of national statistics sources,Please keep in mind that all figures given in this reportgovernment departments and other credible and robustrelate to the country’s internet users, not to its totalthird-party sources.population.

SAMPLE SIZE BY 09632871558uses data from GWI’s waves of research n/a2012, 2013, 2014 and 2015. The sample 2588Canada45084538400340492214Saudi 40882018South 006South Korea22703057303131501658Hong etnam22963074303630561530This report draws insights fromGlobalWebIndex’s Q1, Q2 & Q3 2016 wavesof research across 34 countries, which hada total global sample size of 153,501. It alsomarket breaks down as follows:*GlobalWebIndex began research in Portugal and Belgium in 2015**GlobalWebIndex began research in Ireland in 2013

Key Insights On a typical day, internet users estimate that they There are just 5 of our 34 markets where Across the 31 markets where trended data from 2012spend almost 6 ½ hours online. Smartphones areconsumers continue to spend longer on traditionalonwards is available, daily time spent on linear TVbecoming ever more prominent within this: sincerather than digital forms of media. In the USA, thehas declined in 29 of them, broadcast radio is down2012, estimated daily time spent online on mobilesenduring popularity of linear TV is the main contributor,in 24 of them, and print press has dipped in 15. Overhas jumped from 1 hour 17 minutes to 2 hours 30while in a clutch of Western European marketsthe same period, online TV is up in 28, online radio/minutes. Over the same period, PCs/laptops/tablets(Belgium, France, Germany and the Netherlands), thestreaming has recorded increases in 21 and onlinehave seen small declines but they continue to retainrelative lack of enthusiasm for social networking is key.press has risen in 26 places.an important role even as mobiles continue to climb.Fast-growth markets are spending the longest timeIt’s clear that smartphones are simply encouragingonline of all – the result of online populations having Daily time spent on social networks/services continuesconsumers to go online for longer periods of timeyounger age profiles.to increase. Digital consumers are spending 34 minuteseach day, rather than do so at the direct expense oftraditional devices.longer on social networks in 2016 than they were in 2012. Traditional forms of media are not being abandoned,16-24s and those in fast-growth markets are the mostthough. Despite constant claims that the internetenthusiastic social networkers, but social networks are Age has a big impact on daily time spent online, withis taking people away from other media formats,capturing more time across all the age groups and markets.16-24s online for 2 ½ hours longer than 55-64s. Themost of them are actually holding their own. Linearyoungest consumers’ enthusiasm for mobiles is havingTV remains ahead of online TV in all markets and Second-screening is prolific: over 85% are usingan impact here, with these devices now accountingrepresents the single biggest daily media activity.another device as they watch television, and withfor 46% of their total internet time (compared to justSimilarly, broadcast radio remains ahead in the vastsocial networking and reading the news some of thea fifth for 55-64s). It’s for this reason that we seemajority of markets. The situation is rather differenttop activities, it’s clear that simultaneous multi-media16-24s ahead for online media activities like socialfor press, though: here, online is ahead of print editionsconsumption is now the norm. Mobiles are the chosennetworking and online TV.in all but two markets.device for this, having opened up a 24-point lead.

Global Trends inMedia ConsumptionDaily Media TimeTRACKING MEDIA CONSUMPTIONBEHAVIORS FROM 2012-2016KEY FIGURESMEDIA CONSUMPTION BEHAVIORS IN 2016On a typical day, internet users estimateNumber of hours and minutes per day typicallythat they are now spending an average ofdevoted to the followingalmost 6 ½ hours online. This means thatthey’re spending longer online than they Digital consumers are now spending almost 6 ½ hoursper day online, with 2 ½ hours of this time spent onlinevia mobiles (up from 1 hour 17 mins in 2012).are on linear TV, broadcast radio, gamesconsoles and print press combined.That linear TV composes such a Online TV is capturing almost an hour per day, butlinear TV is holding steady at about 2 hours.considerable chunk of this daily media timeis testament to this form of entertainment Over 2 hours a day is spent on social networks/services, meaning this activity accounts for the biggestshare of online media time (32%).media portfolios. The average consumertunes in for 2 hours and 5 minutes eachday, meaning that TV accounts for close toa fifth of daily media time. With over 85% second-screening as they watch TV,simultaneous multi-media consumption is now thenorm. Mobiles are the clear device of choice here.Question: Roughly how many hours doyou spend on/doing the following eachday? Source: GlobalWebIndex Q1-Q32016 Base: Internet Users aged 16-64PRO Platform:Media Consumption Time Spent Watching Linear TV07still retaining a central role within daily

Media Consumption:Online & OfflineONLINE MEDIA BEHAVIORS IN 2016Number of hours and minutes per day typically devoted to the followingWhen online and offline activities are examined in tandem, it’s clearjust how much influence TV still exerts over daily activities, aswell as just how quickly social networking has established itself as amainstream behavior. Taken together, these two activities accountfor more than 4 hours and close to 40% of media portfolios.Arguably just as important is that traditional print press appearsQuestion: Roughly how many hours doyou spend on/doing the following eachday? Source: GlobalWebIndex Q1-Q32016 Base: Internet Users aged 16-64PRO Platform:Media Consumption Time Spent WatchingOnline TVDAILY MEDIA TIME: ALL ACTIVITIESNumber of hours and minutes per daytypically devoted to the followinghrs:min%Linear TV02:0519%Social Networks/Services02:0419%Broadcast Radio00:528%pure distinction between linear vs online TV/streaming isGames Consoles00:528%going to get slightly anachronistic).Online TV/Streaming00:569%Online Press00:508%Of the time devoted to specific online media activities,they are using Netflix, which is one among many reasonssocial networks and messaging services are by farwhy the figures for online TV are likely to continuethe most popular. They capture over 2 hours each day,increasing (and, in the context of streaming devices,representing almost a third of time spent online.mirroring and other similar behaviors, why maintaining aOnline TV/streaming is now close to reaching the 1 hour08GLOBAL TRENDSat the bottom of the list, behind all online forms of media.per day mark (a figure which, as we explore later, reacheseven higher among the youngest internet users andElsewhere, online press accounts for a decent 50those in some fast-growth markets). But it still has someminutes of online time, with online radio/musicOnline Radio/Music00:396%distance to cover before it can become a real challengercapturing a slightly lower 39 minutes. While onlineto traditional broadcast TV. That said, it’s worth notingradio still lags its broadcast counterpart, online newsPrint Press00:396%that it’s now a fifth of internet users globally who saycoverage is ahead of traditional print press.Other01:5417%PRO Platform:Media Consumption Time SpentWatching Linear TV

Digital vs. Traditional Media Over TimeDIGITAL vs TRADITIONAL OVER TIMETIME SPENT ONLINE: PCS/LAPTOPS/TABLETS vs MOBILESNumber of hours and minutes per day typically devoted to the followingNumber of hours and minutes typically spent online via the following devices each daySHARE OF ONLINE TIME09GLOBAL TRENDSHRS:MINthat the internet is taking people away fromLooking at the battle of digital and traditional mediaover time yields some interesting results. Each year,internet users are spending consistently longer ondigital media - now devoting around 50 minutes longerto this in 2016 than they were in 2012.Crucially, over this same period, figures for traditionalmedia have remained remarkably stable, taking aboutthe same amount of daily time now as they did backin 2012. That’s a key point to note and one which willrecur throughout this report: despite constant claimsother media formats, most of them are actuallyQuestion: Roughly how manyhours do you spend on/doing the following each day?Source: GlobalWebIndex 2012& 2016 (averages across allwaves of research conductedin each year) Base: InternetUsers aged 16-64holding their own. That behaviors such asPRO Platform:Media Consumption Time Spent Watching Linear TVOne of the most important changes since 2012second-screening are causing many activities tohappen simultaneously rather than sequentiallyis central to this (a theme we explore in moredepth below).has been the rise of the mobile internet. Overthe last five years, total time spent online mightQuestion: Roughly how manyhours do you spend online ona PC/Tablet/Laptop or mobileduring a typical day?Source: GlobalWebIndex2012 & 2016 (averagesacross all waves of researchconducted in each year) Base:Internet Users aged 16-64PRO Platform:Media Consumption Time Online on Mobile

ONLINE MEDIA CONSUMPTION BEHAVIORS: 2012 vs 2016OFFLINE MEDIA CONSUMPTIONS BEHAVIORS: 2012 vs 2016Number of hours and minutes per day typically devoted to the followingNumber of hours and minutes per day typically devoted to the followingQuestion: Roughly how many hours do youspend on/doing the following each day? Source:GlobalWebIndex 2012 & 2016 (averages acrossall waves of research conducted in each year)Base: Internet Users aged 16-6410GLOBAL TRENDSPRO Platform:Media Consumption Time Spent Watching Online TVhave been increasing but time spent on PCs, laptopsrelatively slow nature of the rises; while their upwardnetworks whenever and wherever they please), as isand tablets has decreased. Overall increases in internettrajectories are clear to see, changes to digitalthe incorporation of ever more activities within socialconsumption are thus being driven by progressivelyconsumption tend to take place more slowly than isplatforms.heavier usage of mobiles – devices which have jumpedsometimes supposed. Online radio has seen just afrom just 1 hour 17 minutes back in 2012 to 2 ½ hours4-minute increase, for example, while online press hasOnce again, though, we see that traditional forms ofin 2016. As we outline in subsequent chapters, it’ssimilarly risen by only 9 minutes.media are managing to hold their own as digital mediafast-growth markets and younger demographics whichstrives forward. Although linear TV and broadcastare at the forefront of this. Even so, the rise of mobileSocial networks/services set themselves apart here,radio are taking slightly less time than they were 4internet usage is a trend which transcends all marketscapturing an additional 34 minutes per day than theyyears ago, figures can be subject to small year-on-and segments.were back in 2012. It’s sometimes said that the socialyear fluctuations and neither of the decreases have“bubble” has burst but our data makes it clear thatbeen sizable. TV is a good example here: internet usersSince 2012, all of the specific online activities havenetworks are continuing to become even more deeplymight now be devoting almost an hour to online TV orseen increases in terms of the daily time devotedintegrated inside daily behaviors. The shift to mobilestreaming, but they’re still spending twice as long into them. That said, it’s important to recognize theis playing a vital role here (whereby users are visitingfront of their TV sets.

Second-ScreeningSECOND-SCREENING BEHAVIORS BY DEVICE% who have recently second-screened via the followingMobile PhoneLaptop PCDesktop PCWith television continuing to exert so much influenceover media behaviors, it’s key to understand second- ordual-screening – a widespread activity which over 85% ofinternet users report doing. Indeed, its mainstream natureis one of the key drivers behind online time (especially viamobile) continuing to increase each year; many mediaGLOBAL TRENDSactivities are running in parallel with each other, withsimultaneous multi-media consumption now the norm.second-screening. Having overtaken once-dominantlaptops during 2013, they now have a 24-point lead.Meanwhile, laptops and desktops have been postingyear-on-year declines since 2012. In the years ahead,Tablete-ReaderNone of the Abovethese second-screening preferences will be another factorpushing online time on mobiles up even further, just as itwill contribute to PCs and laptops losing further ground.Question: Thinking about when you’ve watched TV recently,which of the following devices have you also used at thesame time? Source: GlobalWebIndex 2012 & 2016 (averagesacross all waves of research conducted in each year) Base:Internet Users aged 16-64PRO Platform:Media Consumption Second-Screen Devices11In terms of devices, mobiles are the clear favorite for

As they second-screen, internet users are most likelySECOND-SCREENING BEHAVIORS BY ACTIVITYto be social networking. Given that chatting to friends% who were doing the following the last time they second-screenedalso scores very highly, we have some context for whypeople are spending so much of their daily time onsocial networks and messaging services. What’s more,over 4 in 10 are reading news – again highlighting thatmany media activities are happening simultaneouslyWhat’s particularly striking here is that all of the most12GLOBAL TRENDSrather than sequentially.popular second-screen activities are rather “informal”in nature (in that they do not involve activities whichautomatically engage viewers with the content beingaired on the main screen). That around only 1 in 10online adults are sharing TV-related views or interactingwith related online content as they dual-screen iscertainly pretty significant. So, rather than seeingthe second screen as an additional place to driveviewer engagement, it should actually be viewed as adistraction. These trends also suggest that integratingsecond-screen content with social networks is one ofthe best ways to increase viewer awareness.Question: The last time youwere watching TV and using theinternet, which of the followingwere you doing? Source:GlobalWebIndex Q2-Q3 2016Base: Internet Users aged 16-64PRO Platform:Media Consumption Second-Screen Activities

Media Consumption by AgeTime Spent on Media Each DayANALYZING AGE-BASED DIFFERENCESIN MEDIA BEHAVIORSAs might be expected 16-34s are spending the most time on media, with this agegroup engaging with the internet, TV, radio, press and gaming for over 11 hours perKEY FIGURESda

rather than digital forms of media. In the USA, the enduring popularity of linear TV is the main contributor, while in a clutch of Western European markets (Belgium, France, Germany and the Netherlands), the relative lack of enthusiasm for social networking is key.

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