Global Consumer Media Usage to Grow 1.9% to 50 Hours Weekly in 2017, Driven by Gains in Branded Digital Extensions of Traditional Media Like Streaming TV Shows

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Digital media usage is expected to grow 10.1% to 10.7 hours per week in 2017, accounting for 23.6% of global media usage, up from 14.1% in 2011. Among the high-octane channels driving growth are mobile video, audio and books, the three fastest-growing digital media channels.

Global consumer media usage & exposure, including all digital and traditional media combined, is on pace to grow an estimated 1.9% to an average of 50.0 hours per week (HPW) in 2017, according to new research from PQ Media. Consumer time spent with media worldwide is projected to increase another 2.5% in 2018, according to PQ Media’s Global Consumer Media Usage & Exposure Forecast 2017-21.

Driven by continued strong growth in mobile media channels, digital media usage is expected to rise an estimated 10.1% to 10.7 HPW in 2017, accounting for 23.6% of all global media usage, up from only 14.1% just six years ago. Among the high-octane channels driving growth are mobile video, audio, and books, the three fastest-growing digital media channels in 2017.

Time spent accessing content on digital devices is on pace to rise 12.5% in 2017 to 12.3 HPW. However, with consumers using wireless devices more often to access content, global internet media usage increased only 3.5% in 2016, compared with double-digit gains for the other two digital media platforms – mobile media and other digital media, which includes over-the-top (OTT) video, satellite TV, digital out-of-home media, console & PC videogames, and satellite radio.

In some major markets, such as the US, internet media usage is already declining on an annual basis. In addition, mobile media usage growth is decelerating annually because many markets are near saturation with over 80% wireless device penetration, as well as some major media markets reporting declines in mobile phone subscribers over the past few years, including Brazil in 2016 due to economic instability.

PQ Media analysts noted that the continuing shift of consumer time spent with media to digital devices and mobile media has distinct generational overtones across the globe. Although i-Gens (born after 1996) use media the least –…

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