globalwebindex - global media consumption: the digital reality

Global Media Consumption:

The Digital Reality March 2013

T h i s i s a p r e v i e w

F u l l r e p o r t a v a i l a b l e o n o u r

R e p o r t S t o r e

http://g-web.in/YCKRHJ

INTRODUCTION

• The digitalisation of media is dramatically transforming how consumers spend their time, and for the

first time, this report provides a perspective on the reality of that shift on a global scale.

• In response to the rapid evolution of media, we have evolved our “Time Spent” data to reflect not

only usage in analogue versus digital channels but also to understand how that online time is spent

across different online activities and devices.

• Key insights in the full-report include:

In the majority of markets and demographic subsets surveyed, cross-device online time

exceeds traditional media time;

Huge global variation in media time from an average of just 7.6 hours in Japan to 14 in

Argentina;

UAE, China, and Malaysia are the most digitally orientated media markets in the world;

Mobile makes up 30% of online time in some markets;

The USA consumes the most traditional TV in the world – an average of 4.7 hours a day;

China consumes less TV than any other market but the highest level of online TV;

The vast majority of consumers multi-tasking with other devices while watching TV;

News is the most digitised media type.

METHODOLOGY: QUESTION FORMAT

The majority of the data in this report comes from the sub-category “Cross Media Consumption” and question series “Time

Spent”. The core time spend question is designed as follows:

Watching TV

Reading Physical Press

Listening to Radio

Online via PC/Laptop/Tablet

Watching Online TV

Reading Online Print / Press

Listening to Online Radio

Social Networking

Micro-Blogging

Blogging

“How many hours do you spend doing X on a typical day?”

Online via Mobile

Playing Games Consoles

Less than 30 minutes

30 minutes to 1 Hour

1 to 2 Hours

2 to 3 Hours

3 to 4 Hours

4 to 6 Hours

6 to 10 Hours

More that 10 Hours

Do not use

Time Spent on Other

Online Activities =

Total Time Spent

Online - Watching Online TV

Reading Online Print /

Press

Listening to Online

Radio

Social Networking

Micro-Blogging Blogging

Combined consumption time of:

C R O S S P L AT F O R M T I M E

March 2013

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”

GLOBAL TIME SPENT: Digital is 57% of daily media time I Social 48% of online.

42%

12%

23%

11%

5%

7%

Online PC Online MobileTV RadioPhysical Print Games Consoles

9%

9%

10%

27% 12%

9%

24%

Online TV Online RadioOnline News Social NetworkingMicro-Blogging BloggingOther

10.7 hours of MEDIA TIME per day 5.6 hours of DIGITAL TIME per day

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total media time.

INTERNET SHARE: In some markets, mobile makes up over 30% of internet time

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Online PC Online Mobile

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”.

“Other” is a calculated time variable: (“Online via PC” OR “Online via Mobile”) – (All Online behaviours combined)

EXPLORING DEMOGRAPHICS MEDIA TIME: Young groups rejecting TV

0.00

2.00

4.00

6.00

8.00

10.00

12.00

16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

Average Time

Radio

Games Consoles

Physical Press

TV

Online on mobile

Online on PC/Tablet/Laptop

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

Time Share

Radio

Games Consoles

Physical Press

TV

Online on mobile

Online on PC/Tablet/Laptop

GlobalWebIndex Q4 2012

SEB VS TIME SPENT ONLINE: Direct relationship between the two

France

Germany

Italy

Netherlands

Poland

Russia

Spain Sweden

UK

Argentina

Brazil

Canada

China

Hong Kong

India

Indonesia

Japan

Malaysia

Mexico

Philippines

Saudi Arabia

Singapore

South Africa

South Korea

Taiwan

Thailand

Turkey

UAE USA

3

3.5

4

4.5

5

5.5

6

20 30 40 50 60 70 80 90 100

AV

ER

AG

E T

IME

SP

EN

T O

NL

INE

VIA

AN

Y D

EV

ICE

PE

R D

AY

(H

OU

RS

)

SOCIAL ENGAGEMENT BENCHMARK

Average Time Online V Social Engagement Benchmark (SEB Score)

More Socially Engaged

globalwebindex - global media consumption: the digital reality

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