All types of media are drawing the interest of our audiences on the web. How much of this is serious research, information and content vs just a fun looking around for humor and entertainment. Inside our companies we need to be aware as we may be loosing the productivity from our workforce, but on the other hand as marketers there might be opportunity here in driving new eyeballs to our brands and products, but then we also must ask at what cost. There are so many choices available today, and if we chase each one we will soon be broke and out of business, so measure the efforts you put forth by know ing your customer and how they engage with your brand and competitors before you spend dollars chasing rabbits down the proverbial rabbit hole. But enjoy the great content that is out there as well.
People Spend 492 Minutes A Day On Media
- by Larissa Faw, June 1, 2015, 9:28 AM
People are spending a lot of time watching cat videos and Facetiming with friends.
Around the world people will spend 492 minutes — or more than eight hours a day — consuming media this year, up 1.4% from 485 minutes a day in 2014, according to ZenithOptimedia’s (ZO) Media Consumption Forecasts.
This increase will be driven by the rapid growth in Internet use, which will increase by 11.8%.
“The average person already spends half their waking life consuming media,” said Jonathan Barnard, ZenithOptimedia’s (ZO) Head of Forecasting. “But people around the world are clearly hungry for even more opportunities to discover information, enjoy entertainment and communicate with each other, and new technology is supplying these opportunities.
“Technology also enables brands to communicate with and learn from consumers in new ways. We expect media consumption to continue to grow for the foreseeable future, multiplying the opportunities for brands to develop relationships with consumers,” he adds.
Global media consumption increased from an average of 461.8 minutes a day in 2010 to 485.3 minutes a day in 2014, an increase of 5.1%, or an average of 1.2% a year. Media consumption is highest in Latin America, where people spent an average of 744 minutes consuming media in 2014, and lowest in Asia-Pacific, where consumption averaged just 301 minutes that year.
Time spent in front of screens continues to evolve over the years. Television remains by far the most popular screen option, generating 183.9 minutes of consumption a day in 2014. Television accounted for 42.4% of global media consumption in 2010, and 37.9% in 2014. ZO says it will still account for more than a third (34.7%) by 2017.
Still, ZO says one big surprise from its report is that TV has been on a consistent global downtrend since 2010, expecting TV to only have started to decline at about 2013. This shows the value of having hard global data to correct our general impressions, says Barnard.
Internet consumption now ranks second, clocking in with 109.5 minutes per day. Newspapers have suffered the most from competition from the Internet, followed by magazines. Between 2010 and 2014, the average time spent reading newspapers fell by 25.6%, while time spent reading magazines fell 19.0%. In fact, the consumption of every traditional medium including newspapers, magazines, television, radio and cinema has fallen between 2010 and 2014, directly because of competition from the internet, and ZO expects their decline to continue to 2017.
It’s not expected to improve for most of these traditional media. Between 2014 and 2017, ZO expects newspaper consumption to shrink by an average of 4.7% a year, while magazines and TV shrink at average rates of 4.4% and 1.6%, respectively.
However, it is important to note that these figures only refer to time spent with these media in their traditional forms — with printed publications and broadcast programs watched on television sets. Any time that consumers spend with broadcasters’ and publishers’ online brand extensions is included in the Internet total, reports ZO.
Out-of-home media is a bright spot for advertisers. The amount of time people are exposed to outdoor advertising increased by 1.2% between 2010 and 2014, from 106.0 to 107.2 minutes a day. ZO says this is because there are “more displays being built in public spaces, migration to cities in emerging markets, and consumers’ greater willingness to spend their leisure time out of the home as their disposable income recovered after the financial crisis. Between 2014 and 2017 we expect exposure to outdoor advertising to increase by 0.2% a year,” says ZO.
Looking forward, ZO forecasts that between 2014 and 2017, the amount of time spent consuming media around the world will increase by an average 1.4% a year, reaching 506.0 minutes in 2017. Meanwhile, Internet consumption will grow by 9.8% a year to reach 144.8 minutes a day. The Internet’s share of overall media consumption will rise from 12.9% in 2010 and 22.6% in 2014 to 28.6% in 2017.
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