Digital vs Traditional Media Consumption Analyzing time devoted to online and traditional forms of media at a global level, as well as by age and across countries TREND REPORT 2019 www.globalwebindex.com Contents Introduction Definitions 03 The shift from traditional to digital media is much discussed but rarely quantified. Key stats and trends 04 In this report, GlobalWebIndex offers a Global trends in media consumption 05 unique perspective on day-to-day media consumption behaviors by age and Media consumption by age 14 across 41 markets – analyzing how much time people are spending online, tracking National differences in media consumption 20 the types of media they are consuming and assessing the share of time spent Traditional vs digital: TV, radio and press 28 on digital versus traditional forms of television and print press. Notes on methodology 38 More from GlobalWebIndex 40 Definitions In this report, we draw on our cross-media As a result, all figures referring to time spent on We use this data to calculate average consumption questions which ask internet these activities are based upon self-reported amounts of time spent on each activity users to estimate how much daily time they estimates and the following definitions: per day from 2014 to 2018. To do this, we typically devote to the following activities: assign a number of minutes to each period of time (as shown below), multiply this by the relevant universe figure and then INTERNET USAGE LINEAR TV: Television that is traditionally calculate the average. Via PC/laptop/tablet broadcast and watched in real-time. Via Mobile This generates easily comparable data which ONLINE TV/STREAMING: Television that is enables us to estimate total time spent TELEVISION streamed online or watched on-demand. This across markets or consumer segments. includes usage of catch-up services like BBC Linear iPlayer and TV streaming services like Netflix. Online Less than 30 minutes = 0.25 hours BROADCAST RADIO: Radio channels that are RADIO traditionally aired and listened to in real-time. 30 mins to 1 hour = 0.75 hours Traditional/Broadcast 1 to 2 hours = 1.5 hours Online Radio/Music Streaming MUSIC STREAMING SERVICES: Radio channels that are listened to online, typically 2 to 3 hours = 2.5 hours via streaming. PRESS 3 to 4 hours = 3.5 hours Traditional Print Press/News Online Press/News TRADITIONAL PRINT PRESS: Physical, 4 to 6 hours = 5 hours printed forms of press, e.g. newspapers and 6 to 10 hours = 8 hours magazines. SOCIAL NETWORKS/SERVICES More than 10 hours = 10 hours ONLINE PRESS: Press or news stories that are GAMES CONSOLES read online e.g. via news websites or apps. Do not use = 0 hours Key stats and trends On a typical day, internet users estimate that We’re past the mobile-tipping point. Only Traditional forms of media are not being they spend 6 ¾ hours online. Smartphones in Japan do consumers spend longer on abandoned, though. Despite constant claims are becoming ever more prominent within traditional rather than digital forms of media. that the internet is taking people away this: since 2016 estimated daily time spent Age is the main factor: markets where digital from other media formats, most are actually online on mobiles has jumped from 2.5 hours media account for the lowest shares of time holding their own. Linear TV remains ahead to more than 3 ¼. Overall time spent online spent are mature markets with high internet of online TV in all markets and represents the increased steadily from 2012 to 2017, but has penetration and older online populations. single biggest daily media activity after social since stagnated as the increase in time on media. Similarly, broadcast radio remains mobile units has failed to fully offset the loss in Time spent watching linear TV has declined ahead in the vast majority of markets. The time spent on larger screen units. We may be in 31 out of 32 countries tracked since 2014, situation is rather different for press, though: approaching a saturation point. increasing only in China, Japan, Turkey and here, online is ahead of print editions in all but South Korea (by 6-3 minutes). Music streaming two markets. Age has a big impact on daily time spent in 2018 commands more time than online online. 16-24s report being online for almost radio did in 2014 in every market tracked, Second-screening is prolific: over 85% use three hours longer per day than 55-64s. The and broadcast radio is down in 24 out of 32 another device as they watch television. While youngest consumers’ enthusiasm for mobiles markets. Print press declined in 24 out of 32 socializing with friends and family through accounts for the difference. These devices markets while online press increased in 26. social media and messaging services is the now account 55% of their total internet time most common simultaneous activity, some (compared to just a third for 55-64s). It’s for Daily time spent on social networks/services 8 in 10 also read news and play games. this reason that we see 16-24s ahead for online continues to increase. Digital consumers Encouragingly for marketers, very large shares media activities like social networking and were spending 39 minutes longer on social also research the products they see on TV, online TV. networks in 2018 than they were in 2014. which strengthens the notion that second- 16-24s and those in fast-growth markets are screening is more of a complement than a the most enthusiastic social networkers, but competitor to TV advertising. social networks are capturing more time across all the age groups and markets. Global trends in media consumption Tracking media consumption behaviors from 2014-2018 KEY FIGURES • Digital consumers are now spending 6 ¾ hours per day online, with 3:18 hours of this time – 51% – spent online via mobiles (up from 1 hour 17 mins in 2014). • Online TV has exceeded an hour per day, but linear TV is holding steady at just under 2 hours. • 2:20 hours a day go on social media, accounting for the biggest share of online media time (35%). • With over 85% second-screening as they watch TV, simultaneous multi-media consumption is now the norm. Mobiles are the clear device of choice here. DIGITAL VS TRADITIONAL MEDIA CONSUMPTION TREND REPORT GLOBAL TRENDS IN 06 Daily media time MEDIA CONSUMPTION On a typical day, internet users estimate that they are now spending an average That linear TV composes such a considerable of 6 ¾ hours online. This means that they’re spending longer online than they are chunk of this daily media time is testament to on linear TV, broadcast radio, games consoles and print press combined. this form of entertainment still retaining a central role within daily media portfolios. The average consumer tunes in for 1 hour and 55 minutes Media consumption behaviors Online media behaviors each day, meaning that TV still accounts for close Number of hours and minutes per day Number of hours and minutes per day to a fifth of daily media time. typically devoted to the following typically devoted to the following Of the time devoted to specific online media activities, social networks and messaging services are by far the most popular. They capture well over 2 hours each day, accounting for more than a third of time spent online. Online TV/streaming has now passed the 1 hour per day mark. It reaches even higher among the 25-34-year old internet users and those in some fast-growth markets, which we often see with digital media, but in this case strong popularity in North America is boosting time spent. Globally, though, it still has some distance to cover before it can become a real challenger to traditional broadcast TV. Linear TV is still an hour ahead in average daily viewer time. Online TV is racing ahead. In 2016, a fifth of internet users globally said they’d used Netflix in the past month. In 2017, it was over a quarter. In 2018, almost two-fifths (38%.) Question: Roughly how many hours do you spend on/doing the following each day? Source: GlobalWebIndex 2018 Base: 391,130 Internet Users aged 16-64 GLOBAL TRENDS IN 07 Daily media time MEDIA CONSUMPTION Media behaviors Number of hours and minutes per day typically devoted to the following TOTAL 16−24 25−34 35−44 45−54 55−64 APAC EUROPE LAT AM MEA NORTH AM Online via PC/Laptop/Tablet 03:27 03:31 03:37 03:21 03:19 03:13 03:09 03:31 04:22 04:07 03:59 Online Mobile 03:18 04:13 03:40 02:56 02:12 01:33 03:26 02:22 04:28 03:59 02:28 Social Media 02:20 02:57 02:34 02:04 01:37 01:14 02:13 01:53 03:29 03:05 02:03 Linear TV 01:55 01:30 01:50 02:00 02:17 02:43 01:36 02:16 02:17 01:56 02:51 Music Streaming Services 01:14 01:39 01:24 01:05 00:47 00:29 01:17 00:51 01:24 01:15 01:26 Online TV 01:10 01:17 01:22 01:09 00:53 00:39 01:16 00:46 01:02 01:12 01:18 Games Consoles 01:00 01:15 01:10 00:56 00:38 00:23 01:04 00:39 01:01 01:06 01:05 Online Press 00:59 01:01 01:08 01:00 00:47 00:35 01:00 00:38 01:31 01:12 00:48 Broadcast Radio 00:54 00:38 00:54 01:02 01:06 01:06 00:44 01:11 01:06 01:02 01:13 Physical Print Press 00:43 00:46 00:47 00:43 00:35 00:30 00:49 00:28 00:35 00:42 00:35 We expect figures for online TV to continue to Elsewhere, time spent reading online press has gone from 50 minutes in 2016 to 59 increase.