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

INSIGHT REPORT | Q1 2017

INTRODUCTION CONTENT

The shift from traditional to digital media is much

discussed but rarely quantified. In this report, 03 Definitions
GlobalWebIndex offers a unique perspective on
04 Notes on Methodology
day-to-day media consumption behaviors by
age and across 34 markets – analyzing how
much time people are spending online, tracking 06 Key Insights
the types of media they are consuming and
07 Global Trends in Media Consumption
assessing the share of time spent on digital vs
traditional forms of television and print press. 13 Media Consumption by Age

19 National Differences in Media Consumption

25 Traditional Vs. Digital: TV, Radio and Press

34 More From Globalwebindex

INSIGHT REPORT | Q1 2017

www.globalwebindex.net
DEFINITIONS

In this report, we draw on our cross-media As a result, all figures referring to time spent on these activities is based upon We use this data to create average amounts
consumption questions which ask internet self-reported estimates and the following definitions: of time spent on each activity per day in
users to estimate how much daily time they 2012, 2013, 2014, 2015 and 2016. To do
typically devote to the following activities: this, we assign a number of minutes to each
period of time (as shown below), multiply
INTERNET USAGE LINEAR TV this by the relevant universe figure and
Via PC/laptop/tablet Television that is traditionally broadcast and watched in real-time. then calculate the average. This generates
Via Mobile easily comparable data which enables us to
ONLINE TV estimate total time spent across markets or
TELEVISION Television that is streamed online or watched on-demand. This includes consumer segments.
Linear usage of catch-up services like BBC iPlayer and TV streaming services like
Online Netflix.
Less than 30 minutes > 0.25 hours

RADIO BROADCAST RADIO 30 mins to 1 hour > 0.75 hours

Traditional/Broadcast Radio channels that are traditionally aired and listened to in real-time.
1 to 2 hours > 1.5 hours
Online
ONLINE RADIO 2 to 3 hours > 2.5 hours

PRESS Radio channels that are listened to online, typically via streaming. 3 to 4 hours > 3.5 hours
Traditional Print Press/News
4 to 6 hours > 5 hours
Online Press/News TRADITIONAL PRINT PRESS
Physical, printed forms of press e.g. newspapers and magazines. 6 to 10 hours > 8 hours
SOCIAL NETWORKS / SERVICES
More than 10 hours > 10 hours
ONLINE PRESS
GAMES CONSOLES Press or news stories that are read online e.g. via news websites or apps. Do not use > 0 hours
NOTES ON METHODOLOGY INTERNET PENETRATION RATES
(ITU Internet Penetration Metric 2015)

Each year, GWI interviews over 350,000 internet users, Because internet penetration rates can vary significantly
Japan 93 Russia 73
asking a wide range of questions about their lives, between countries (from a high of 90%+ in parts of
lifestyles and digital behaviors. Europe and North America to lows of c.20% in parts Netherlands 93 Malaysia 71

of APAC), the nature of our samples is impacted United Kingdom 92 Saudi Arabia 70
To ensure that our research is reflective of internet accordingly. Where a market has a high internet
UAE 91 Argentina 69
users, we set appropriate quotas on age, gender and penetration rate, its online population will be relatively
education – meaning that we interview representative similar to its total population and hence we will see good Sweden 91 Portugal 69
numbers of men vs women, of 16-24s, 25-34s, 35- representation across all age, gender and education
South Korea 90 Poland 68
44s, 45-54s and 55-64s, and of people with secondary breaks. Where a market has a medium to low internet
vs tertiary education. penetration, its online population can be very different Canada 88 Italy 66
to its total population; broadly speaking, the lower the
Germany 88 Brazil 59
To do this, we conduct research across a range of country’s overall internet penetration rate, the more
international and national sources, including the World likely it is that its internet users will be young, urban, Belgium 85 Mexico 57

Bank, the ITU, the International Labour Organization, the affluent and educated. Hong Kong 85 Turkey 54
CIA Factbook, Eurostat, the US Bureau of Labor Statistics
France 85 Vietnam 53
as well as a range of national statistics sources, Please keep in mind that all figures given in this report
government departments and other credible and robust relate to the country’s internet users, not to its total Australia 85 South Africa 52
third-party sources. population.
Singapore 82 China 50

Taiwan 82 Philippines 41

Ireland 80 Thailand 39

Spain 79 India 26

United States 75 Indonesia 22

SAMPLE SIZE BY MARKET

This report draws insights from 2016 2015 2014 2013 2012 2016 2015 2014 2013 2012
GlobalWebIndex’s Q1, Q2 & Q3 2016 waves Argentina 2266 3047 3058 3065 1519 Philippines 2304 3165 3015 3025 1542
of research across 34 countries, which had
Australia 2257 3124 3010 3024 1559 Poland 2266 3048 3096 3287 1558
a total global sample size of 153,501. It also
uses data from GWI’s waves of research in Belgium* 2378 3024 n/a n/a n/a Portugal* 2273 2309 n/a n/a n/a

2012, 2013, 2014 and 2015. The sample by Brazil 3010 4051 4022 4023 2042 Russia 3858 5118 5497 5491 2588
market breaks down as follows:
Canada 4508 4538 4003 4049 2214 Saudi Arabia 2260 3112 3041 3012 1507

China 15281 13892 8082 8050 4119 Singapore 2250 3102 3002 3094 1526

France 6007 8060 4024 4088 2018 South Africa 2273 3095 3005 3053 1613

Germany 6065 8119 4034 4110 2006 South Korea 2270 3057 3031 3150 1658

Hong Kong 2262 3145 3106 3028 1517 Spain 6030 8092 4165 4081 2015

India 3805 5290 5012 5013 2730 Sweden 2266 3107 3035 3169 1511

Indonesia 2275 3113 3008 3121 1549 Taiwan 2278 3063 3020 3109 1615

Ireland** 3032 4027 4106 2020 n/a Thailand 2302 3085 3062 3200 1569

Italy 6027 8091 4078 4085 2001 Turkey 2316 3128 3070 3196 1673

Japan 2500 3043 3031 3558 1516 UAE 2305 3046 3036 3028 1500

Malaysia 2277 3051 3009 3021 1532 UK 22759 30604 30098 24864 4060

Mexico 2356 3135 3017 3019 1524 USA 22579 30734 30215 24751 4351

Netherlands 2310 3045 3022 3036 1534 Vietnam 2296 3074 3036 3056 1530

*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 2012
spend almost 6 ½ hours online. Smartphones are consumers continue to spend longer on traditional onwards is available, daily time spent on linear TV
becoming ever more prominent within this: since rather than digital forms of media. In the USA, the has declined in 29 of them, broadcast radio is down
2012, estimated daily time spent online on mobiles enduring popularity of linear TV is the main contributor, in 24 of them, and print press has dipped in 15. Over
has jumped from 1 hour 17 minutes to 2 hours 30 while in a clutch of Western European markets the same period, online TV is up in 28, online radio/
minutes. Over the same period, PCs/laptops/tablets (Belgium, France, Germany and the Netherlands), the streaming has recorded increases in 21 and online
have seen small declines but they continue to retain relative 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 time
It’s clear that smartphones are simply encouraging online of all – the result of online populations having • Daily time spent on social networks/services continues
consumers to go online for longer periods of time younger age profiles. to increase. Digital consumers are spending 34 minutes
each day, rather than do so at the direct expense of longer on social networks in 2016 than they were in 2012.
traditional devices. • Traditional forms of media are not being abandoned, 16-24s and those in fast-growth markets are the most
though. Despite constant claims that the internet enthusiastic social networkers, but social networks are
• Age has a big impact on daily time spent online, with is 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. The most of them are actually holding their own. Linear
youngest consumers’ enthusiasm for mobiles is having TV remains ahead of online TV in all markets and • Second-screening is prolific: over 85% are using
an impact here, with these devices now accounting represents the single biggest daily media activity. another device as they watch television, and with
for 46% of their total internet time (compared to just Similarly, broadcast radio remains ahead in the vast social networking and reading the news some of the
a fifth for 55-64s). It’s for this reason that we see majority of markets. The situation is rather different top activities, it’s clear that simultaneous multi-media
16-24s ahead for online media activities like social for press, though: here, online is ahead of print editions consumption is now the norm. Mobiles are the chosen
networking and online TV. in all but two markets. device for this, having opened up a 24-point lead.
Global Trends in
Media Consumption Daily Media Time
TRACKING MEDIA CONSUMPTION
BEHAVIORS FROM 2012-2016
MEDIA CONSUMPTION BEHAVIORS IN 2016 On a typical day, internet users estimate
Number of hours and minutes per day typically that they are now spending an average of
KEY FIGURES devoted to the following almost 6 ½ hours online. This means that
they’re spending longer online than they
• Digital consumers are now spending almost 6 ½ hours are on linear TV, broadcast radio, games
per day online, with 2 ½ hours of this time spent online consoles and print press combined.
via mobiles (up from 1 hour 17 mins in 2012).
That linear TV composes such a
• Online TV is capturing almost an hour per day, but considerable chunk of this daily media time
linear TV is holding steady at about 2 hours. is testament to this form of entertainment

07
still retaining a central role within daily
• Over 2 hours a day is spent on social networks/ media portfolios. The average consumer
services, meaning this activity accounts for the biggest tunes in for 2 hours and 5 minutes each
share of online media time (32%). day, meaning that TV accounts for close to
a fifth of daily media time.
• 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.

Question: Roughly how many hours do

you spend on/doing the following each
day? Source: GlobalWebIndex Q1-Q3
2016 Base: Internet Users aged 16-64

PRO Platform:
Media Consumption >
Time Spent Watching Linear TV
 Media Consumption:
Online & Offline
ONLINE MEDIA BEHAVIORS IN 2016
Number of hours and minutes per day typically devoted to the following
When online and offline activities are examined in tandem, it’s clear
just how much influence TV still exerts over daily activities, as
well as just how quickly social networking has established itself as a
mainstream behavior. Taken together, these two activities account
for more than 4 hours and close to 40% of media portfolios.

Arguably just as important is that traditional print press appears

at the bottom of the list, behind all online forms of media.
GLOBAL TRENDS

08
DAILY MEDIA TIME: ALL ACTIVITIES
Question: Roughly how many hours do PRO Platform:
you spend on/doing the following each Media Consumption > Number of hours and minutes per day
day? Source: GlobalWebIndex Q1-Q3 Time Spent Watching typically devoted to the following
2016 Base: Internet Users aged 16-64 Online TV

hrs:min %

Of the time devoted to specific online media activities, they are using Netflix, which is one among many reasons Linear TV 02:05 19%
social networks and messaging services are by far why the figures for online TV are likely to continue Social Networks/Services 02:04 19% PRO Platform:
the most popular. They capture over 2 hours each day, increasing (and, in the context of streaming devices, Media Consumption
Broadcast Radio 00:52 8% > Time Spent
representing almost a third of time spent online. mirroring and other similar behaviors, why maintaining a Watching Linear TV
pure distinction between linear vs online TV/streaming is Games Consoles 00:52 8%

Online TV/streaming is now close to reaching the 1 hour going to get slightly anachronistic). Online TV/Streaming 00:56 9%
per day mark (a figure which, as we explore later, reaches
Online Press 00:50 8%
even higher among the youngest internet users and Elsewhere, online press accounts for a decent 50
those in some fast-growth markets). But it still has some minutes of online time, with online radio/music Online Radio/Music 00:39 6%

distance to cover before it can become a real challenger capturing a slightly lower 39 minutes. While online Print Press 00:39 6%
to traditional broadcast TV. That said, it’s worth noting radio still lags its broadcast counterpart, online news
Other 01:54 17%
that it’s now a fifth of internet users globally who say coverage is ahead of traditional print press.
 Digital vs. Traditional Media Over Time
DIGITAL vs TRADITIONAL OVER TIME TIME SPENT ONLINE: PCS/LAPTOPS/TABLETS vs MOBILES
Number of hours and minutes per day typically devoted to the following Number of hours and minutes typically spent online via the following devices each day

HRS:MIN SHARE OF ONLINE TIME

GLOBAL TRENDS

09
Looking at the battle of digital and traditional media that the internet is taking people away from
over time yields some interesting results. Each year, other media formats, most of them are actually
internet users are spending consistently longer on Question: Roughly how many holding their own. That behaviors such as Question: Roughly how many
hours do you spend on/ hours do you spend online on
digital media - now devoting around 50 minutes longer doing the following each day? second-screening are causing many activities to a PC/Tablet/Laptop or mobile
to this in 2016 than they were in 2012. Source: GlobalWebIndex 2012 happen simultaneously rather than sequentially during a typical day?
& 2016 (averages across all Source: GlobalWebIndex
waves of research conducted is central to this (a theme we explore in more 2012 & 2016 (averages
Crucially, over this same period, figures for traditional in each year) Base: Internet depth below). across all waves of research
Users aged 16-64 conducted in each year) Base:
media have remained remarkably stable, taking about Internet Users aged 16-64
the same amount of daily time now as they did back PRO Platform: One of the most important changes since 2012
Media Consumption > PRO Platform:
in 2012. That’s a key point to note and one which will Time Spent Watching Linear TV has been the rise of the mobile internet. Over Media Consumption >
recur throughout this report: despite constant claims the last five years, total time spent online might Time Online on Mobile
 ONLINE MEDIA CONSUMPTION BEHAVIORS: 2012 vs 2016 OFFLINE MEDIA CONSUMPTIONS BEHAVIORS: 2012 vs 2016
Number of hours and minutes per day typically devoted to the following Number of hours and minutes per day typically devoted to the following

Question: Roughly how many hours do you

spend on/doing the following each day? Source:
GlobalWebIndex 2012 & 2016 (averages across
all waves of research conducted in each year)
Base: Internet Users aged 16-64

PRO Platform:
GLOBAL TRENDS

Media Consumption >

Time Spent Watching Online TV

10
have been increasing but time spent on PCs, laptops relatively slow nature of the rises; while their upward networks whenever and wherever they please), as is
and tablets has decreased. Overall increases in internet trajectories are clear to see, changes to digital the incorporation of ever more activities within social
consumption are thus being driven by progressively consumption tend to take place more slowly than is platforms.
heavier usage of mobiles – devices which have jumped sometimes supposed. Online radio has seen just a
from just 1 hour 17 minutes back in 2012 to 2 ½ hours 4-minute increase, for example, while online press has Once again, though, we see that traditional forms of
in 2016. As we outline in subsequent chapters, it’s similarly risen by only 9 minutes. media are managing to hold their own as digital media
fast-growth markets and younger demographics which strives forward. Although linear TV and broadcast
are at the forefront of this. Even so, the rise of mobile Social networks/services set themselves apart here, radio are taking slightly less time than they were 4
internet usage is a trend which transcends all markets capturing an additional 34 minutes per day than they years ago, figures can be subject to small year-on-
and segments. were back in 2012. It’s sometimes said that the social year fluctuations and neither of the decreases have
“bubble” has burst but our data makes it clear that been sizable. TV is a good example here: internet users
Since 2012, all of the specific online activities have networks are continuing to become even more deeply might now be devoting almost an hour to online TV or
seen increases in terms of the daily time devoted integrated inside daily behaviors. The shift to mobile streaming, but they’re still spending twice as long in
to them. That said, it’s important to recognize the is playing a vital role here (whereby users are visiting front of their TV sets.
 Second-Screening
SECOND-SCREENING BEHAVIORS BY DEVICE
% who have recently second-screened via the following

Mobile Phone Laptop PC Desktop PC With television continuing to exert so much influence
over media behaviors, it’s key to understand second- or
dual-screening – a widespread activity which over 85% of
internet users report doing. Indeed, its mainstream nature
is one of the key drivers behind online time (especially via
mobile) continuing to increase each year; many media
activities are running in parallel with each other, with
GLOBAL TRENDS

simultaneous multi-media consumption now the norm.

11
In terms of devices, mobiles are the clear favorite for
second-screening. Having overtaken once-dominant
laptops during 2013, they now have a 24-point lead.
Meanwhile, laptops and desktops have been posting
year-on-year declines since 2012. In the years ahead,
Tablet e-Reader None of the Above these second-screening preferences will be another factor
pushing online time on mobiles up even further, just as it
will 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 the
same time? Source: GlobalWebIndex 2012 & 2016 (averages
across all waves of research conducted in each year) Base:
Internet Users aged 16-64

PRO Platform:
Media Consumption >
Second-Screen Devices
 As they second-screen, internet users are most likely SECOND-SCREENING BEHAVIORS BY ACTIVITY
to be social networking. Given that chatting to friends % who were doing the following the last time they second-screened
also scores very highly, we have some context for why
people are spending so much of their daily time on
social networks and messaging services. What’s more,
over 4 in 10 are reading news – again highlighting that
many media activities are happening simultaneously
rather than sequentially.
GLOBAL TRENDS

What’s particularly striking here is that all of the most

12
popular second-screen activities are rather “informal”
in nature (in that they do not involve activities which
automatically engage viewers with the content being
aired on the main screen). That around only 1 in 10
online adults are sharing TV-related views or interacting
with related online content as they dual-screen is Question: The last time you
were watching TV and using the
certainly pretty significant. So, rather than seeing internet, which of the following
the second screen as an additional place to drive were you doing? Source:
GlobalWebIndex Q2-Q3 2016
viewer engagement, it should actually be viewed as a Base: Internet Users aged 16-64
distraction. These trends also suggest that integrating
PRO Platform:
second-screen content with social networks is one of
Media Consumption >
the best ways to increase viewer awareness. Second-Screen Activities
Media Consumption by Age Time Spent on Media Each Day
ANALYZING AGE-BASED DIFFERENCES
IN MEDIA BEHAVIORS
As might be expected 16-34s are spending the most time on media, with this age
group engaging with the internet, TV, radio, press and gaming for over 11 hours per
KEY FIGURES day (but with much of this time taking place concurrently). 25-34s in particular stand
out here, spending almost an hour longer consuming media than their 35-44-year-old
• 16-24s are clocking up over 7 hours per day online, counterparts.
with 46% of this time being spent on their mobiles (3
hours 15 minutes). For 55-64s, mobiles account for just a There are important age-based patterns when it comes to the activities which make
fifth of total online time. up this time. Pretty striking is that 16-24s are devoting the smallest amount of time
to both linear TV and broadcast radio – with engagement with both increasing in line
• Engagement with broadcast TV and radio increases with age. In fact, 55-64s are watching linear TV for about twice as long as 16-24s, with

13
in line with age, while the youngest age groups are the same story also seen for broadcast radio.
spending the longest reading print press.
Predictably, 16-24s lead once more when it comes to using games consoles. Arguably
• 16-34s are the only age group to be watching more less expected is that the youngest two groups are reading the most traditional print
than an hour of online TV per day. They are also the press each day. It’s often said that this sector’s major challenge lies in engaging tech-
heaviest social networkers, devoting over 2.5 hours a day oriented young consumers but it’s actually in the oldest groups where we see the
to social networks/services. lowest figures.

When converted to percentage shares, age-based differences become particularly stark.

Look at time spent online and it accounts for 64% of all media time among 16-24s but
just 41% for 55-64s. Conversely, linear TV grabs 26% of time in the oldest age group
compared to just 14% in the youngest.
 MEDIA CONSUMPTION BEHAVIORS BY AGE
Number of hours and minutes per day typically devoted to the following share of total media time
MEDIA CONSUMPTION BY AGE

14
16-24 25-34 35-44 45-54 55-64 16-24 25-34 35-44 45-54 55-64

Online 07:06 07:05 06:06 05:21 04:36 Online 64% 60% 57% 54% 49%

Linear TV 01:36 01:55 02:13 02:35 02:57 Linear TV 14% 16% 21% 26% 31% Question: Roughly how many
hours do you spend on/doing
Games Consoles 01:06 01:05 00:48 00:27 00:18 Games Consoles 10% 9% 7% 5% 3% the following each day? Source:
GlobalWebIndex Q1-Q3 2016
Print Press 00:43 00:44 00:38 00:30 00:29 Print Press 6% 6% 6% 5% 5% Base: Internet Users aged 16-64

Broadcast Radio 00:37 00:52 00:58 01:03 01:04 Broadcast Radio 6% 7% 9% 11% 11% PRO Platform:
Media Consumption >
TOTAL MEDIA TIME 11:11 11:43 10:45 09:59 09:26 Time Spemnt Watching Linear TV
 Online Media Behaviors

ONLINE MEDIA BEHAVIORS BY AGE

On a typical day, the youngest online adults are Number of hours and minutes per day typically devoted to the following
online for 2 ½ hours longer than their 55-64 year-old
counterparts. As a result, it’s unsurprising that younger
age groups tend to be ahead for the specific online
activities tracked in the chart.

For TV, 16-34s are at the forefront of the shift online,

MEDIA CONSUMPTION BY AGE

and online TV/streaming has become a key part of their

daily television consumption. They’re the one group to be
watching more than an hour per day, though 35-44s are

15
on the verge of reaching this landmark too.

It’s 25-34s who are leading the charge to online forms

of press and are the only age group where we see time
spent on this pass the 1 hour per day mark. Crucial to
note, though, is that almost all age groups are spending
longer reading online press than print press – with 55-
64s being the only exception (where both are capturing
16-24 25-34 35-44 45-54 55-64
29 minutes a day).
Online TV/Streaming 01:04 01:10 00:55 00:36 00:26

One trend that transcends demographics is that social Online Radio/Music 00:39 00:48 00:41 00:30 00:23 Question: Roughly how many
hours do you spend on/doing
networking is by far the most important online media
Online Press 00:55 01:00 00:49 00:36 00:29 the following each day? Source:
activity. Unsurprisingly, it’s 16-24s who are the most avid GlobalWebIndex Q1-Q3 2016
Social Networks/Services 02:35 02:19 01:52 01:26 01:04 Base: Internet Users aged 16-64
social networkers, devoting over 2.5 hours a day to this
activity. But even 55-64s are now spending more than Other 01:52 01:46 01:48 02:11 02:13 PRO Platform:
Media Consumption >
an hour on social platforms – longer than they spend on TOTAL MEDIA TIME 07:06 07:05 06:06 05:21 04:36 Time Spent Watching Online TV
online TV and online press combined.
 Time Spent Online: PCs/Laptops/Tablets vs. Mobiles

TIME SPENT ONLINE: PCS/LAPTOPS/TABLETS vs MOBILES

Number of hours and minutes typically spent online via the following devices each day Globally, we saw earlier that mobiles continue to capture more and more time.
And crucially, this is a trend that holds true across all of the age groups.

That said, the scale and speed of those increases can vary dramatically. Among
25-34s, for example, mobile internet usage has doubled since 2012 to hit
the 3-hour per day mark. 16-24s and 35-44s have also seen big increases
here, with the former spending the longest of all on their mobiles (3 hours 15
MEDIA CONSUMPTION BY AGE

minutes). In contrast, for 55-64s, the figure has risen to a much more modest
58 minutes, though this is still about 2.5x higher than it was in 2012.

16
In terms of percentages, mobiles now account for 46% of total internet
time among 16-24s. If prevailing trends continue, that means we should see
mobiles reaching parity with PCs and laptops in 2017. Of course, it’s hardly a
surprise that this demographic will cross-over into being mobile-first before
any other, but that mobiles are already poised to displace the other more
traditional devices is still striking.

At the other end of the spectrum, smartphones are grabbing just a fifth of
online time for the 55-64s. Although mobiles continue to push new ground,
they’re unlikely to challenge PCs and laptops in any serious way in the next
Question: Roughly how many
hours do you spend on/doing couple of years among the older age groups. Also worth noting is that for
the following each day? Source:
all the age groups the year-on-year declines being recorded for traditional
GlobalWebIndex 2012-2016
(averages across all waves of devices are neither dramatic nor fatal. Indeed, while some activities certainly
research conducted in each year)
are migrating away from more traditional devices towards mobiles, the bigger
Base: Internet Users aged 16-64
story here is that mobiles are encouraging consumers to go online for longer
PRO Platform:
Media Consumption >
periods of time each day.
Time Online on Mobile
 Daily Media Behaviors: 2012 vs. 2016

Taking a look at the specific offline/online media Interestingly, all the online activities have seen
behaviors over time yields some interesting results. consistent cross-age increases. Although for online
Particularly striking is the battle between online and radio and press these rises are only a few minutes or
broadcast TV: while linear TV has seen gentle declines so, they are much more substantial for social networks/
across each of the age groups, we’ve seen online TV services. 55-64s have seen the smallest increases,
record a small increase. The direction of trends here but even for these internet users, they’re still spending
are pretty plain to see, but it will still be some time until around 20 minutes longer on these services in 2016
MEDIA CONSUMPTION BY AGE

we see online TV overtake traditional. It’s not simply than they were back in 2012.
the case that there is a direct or clear-cut shift from
traditional to online formats, though: in reality, changes

17
are much more complex and nuanced than that.

Among 16-24s, time spent on linear TV, broadcast radio

and physical print press has dipped slightly. However,
the gentle nature of the decreases is important to note, Question: Roughly how many hours do you
spend on/doing the following each day? Source:
and it’s certainly telling that the younger age groups are GlobalWebIndex 2012 & 2016 (averages across
the biggest readers of printed press. all waves of research conducted in each year)
Base: Internet Users aged 16-64

PRO Platform:
Media Consumption >
Time Spent Watching Online TV
 OFFLINE MEDIA CONSUMPTIONS BEHAVIORS: 2012 vs 2016
Number of hours and minutes per day typically devoted to the following

Linear TV Broadcast Radio Print Press Games Consoles

MEDIA CONSUMPTION BY AGE

18
ONLINE MEDIA CONSUMPTIONS BEHAVIORS: 2012 vs 2016
Number of hours and minutes per day typically devoted to the following

Online TV / Streaming Online Radio / Music Online Press Social Networks / Services
National Differences
in Media Consumption Digital vs. Traditional by Market
COUNTRY-BY-COUNTRY FIGURES
FOR ALL KEY METRICS
Of the 34 markets tracked by GWI, there are just engaged with online media. What’s more, these
5 where consumers continue to spend longer same markets have embraced mobiles the
KEY FIGURES each day on traditional rather than digital forms most enthusiastically: they spend the most time
of media. All of them are mature markets, with online each day and are also more likely to be
• There are just 5 markets tracked by GWI where relatively old and digitally-conservative online consuming media simultaneously rather than
consumers are spending longer each day on traditional populations. There are other specific reasons to sequentially (e.g. by second-screening).
rather than digital forms of media – these are mature explain this trend too. In the USA, the enduring
markets with digitally-conservative and older online popularity of linear TV is the main contributor. In It’s also generally these markets where online
populations. the clutch of Western European markets (Belgium, sources account for the highest shares of total
France, Germany and Netherlands), the relative media consumption – with the UAE having seen

19
• Fast-growth markets lead when it comes to the lack of enthusiasm for social networking is key. the biggest shift of all (where internet users
total daily time devoted to media. Brazil tops the table, are spending over twice as long on digital than
with the US scoring the highest figure of all the mature There are strong market-by-market variations traditional media forms). It’s a similar story in
markets we track. in the total daily time devoted to media. Broadly Taiwan too.
speaking, it is fast-growth markets which
• In most fast-growth markets, mobiles are now lead here. Brazil tops the table on a substantial Of the mature markets tracked by GWI, the US is
capturing 40-50% of online time. The equivalent figures 14 hours and 51 minutes. As discussed in the spending the longest on media each day. That’s
dip down to 25% or below in places like France and introduction, this is primarily driven by fast- a direct result of Americans watching so much
Belgium. growth markets having relatively low internet linear television each day. This genre is also the
penetration rates; that means their online reason why China comes towards the bottom
• There are now 7 markets where people are watching populations contain higher-than-average of the table; Chinese consumers are spending 2
online TV for more than 1 hour per day. Fast-growth numbers of young, urban and affluent adults hours less in front of their TV sets (on 1 hour and
nations in APAC and the Middle East are at the forefront, and these demographics are naturally more 20 minutes) than their American counterparts.
but the US takes second place overall.
 DIGITAL vs TRADITIONAL MEDIA BY MARKET
% of total media time that is digital
NATIONAL DIFFERENCE IN MEDIA CONSUMPTION

Number of hours and minutes per day typically devoted to the following

20
Digital Traditional Digital Traditional Digital Traditional

Argentina 08:13 05:30 Italy 06:20 05:12 South Korea 04:55 03:42

Australia 05:07 04:44 Japan 03:41 03:21 Spain 05:48 05:01 Question: Roughly how many
hours do you spend on/doing
Belgium 04:51 05:05 Malaysia 08:33 05:01 Sweden 05:29 04:28 the following each day? Source:
GlobalWebIndex 2012-2016
Brazil 09:17 05:34 Mexico 08:16 04:46 Taiwan 07:16 03:33
(averages across all waves of
Netherlands 04:28 research conducted in each year)
Canada 05:46 04:41 05:17 Thailand 08:33 06:02
Base: Internet Users aged 16-64
China 05:51 03:27 Philippines 08:40 05:43 Turkey 06:48 04:32
PRO Platform:
France 04:48 04:56 Poland 05:48 05:17 UAE 08:03 03:58 Media Consumption >
Time Online on Mobile
Germany 04:43 05:10 Portugal 06:06 04:24 UK 05:37 05:12

Hong Kong 05:47 03:51 Russia 06:18 03:51 USA 06:24 06:35

India 07:47 04:17 Saudi Arabia 07:21 04:37 Vietnam 06:50 03:33

Indonesia 08:35 05:03 Singapore 06:41 03:35

Ireland 05:06 04:19 South Africa 08:11 05:35

 Traditional Media Behaviors

Of the specific offline media activities, across over half an hour longer than second-placed Likewise, time spent listening to broadcast
every single market it’s linear TV which is France. For broadcast TV, though, there isn’t radio can vary from highs of 1 hour 48
capturing the biggest share of media time necessarily a fast-growth/mature market minutes in the Netherlands, to lows of Question: Roughly how many
hours do you spend on/doing
each day. As mentioned, the US stands out split: we see Argentina, Brazil, Thailand and around half an hour in Vietnam, Taiwan
the following each day? Source:
here – where internet users are spending the Philippines all in the top 10. and South Korea. GlobalWebIndex Q1-Q3 2016
Base: Internet Users aged 16-64

PRO Platform:
NATIONAL DIFFERENCE IN MEDIA CONSUMPTION

Media Consumption >

OFFLINE MEDIA BEHAVIORS IN 2016 Time Spent Watching Linear TV

Number of hours and minutes per day typically devoted to the following

Lin Broadcast Radio Print Press Games Consoles Linear TV Broadcast Radio Print Press Games Consoles

Argentina 02:43 01:30 00:29 00:47 Philippines 02:30 00:57 00:41 01:34

Australia 02:25 01:06 00:29 00:43 Poland 02:26 01:46 00:32 00:33

21
Belgium 02:15 01:51 00:27 00:30 Portugal 02:07 01:13 00:30 00:31

Brazil 02:37 01:09 00:46 01:01 Russia 02:07 00:51 00:23 00:30

Canada 02:18 01:09 00:27 00:45 Saudi Arabia 01:50 00:43 00:45 01:17

China 01:20 00:33 00:44 00:48 Singapore 01:33 00:53 00:34 00:33

France 02:46 01:02 00:25 00:41 South Africa 02:17 01:48 00:42 00:46

Germany 02:28 01:33 00:32 00:35 South Korea 02:11 00:31 00:28 00:30

Hong Kong 01:38 00:45 00:38 00:48 Spain 02:23 01:10 00:33 00:54

India 01:51 00:37 00:43 01:04 Sweden 02:02 01:16 00:29 00:39

Indonesia 02:23 00:43 00:42 01:14 Taiwan 01:44 00:31 00:34 00:43

Ireland 02:06 01:17 00:27 00:28 Thailand 02:26 00:56 01:02 01:36

Italy 02:25 01:09 00:42 00:55 Turkey 02:14 00:45 00:44 00:48

Japan 02:15 00:25 00:19 00:21 UAE 01:34 00:45 00:43 00:54

Malaysia 02:04 01:03 00:43 01:09 UK 02:39 01:10 00:30 00:51

Mexico 02:07 01:01 00:31 01:05 USA 03:19 01:20 00:43 01:12

Netherlands 02:25 01:48 00:27 00:36 Vietnam 01:26 00:29 00:45 00:52

*FIGURES IN BOLD REPRESENT THE TOP 5 MARKETS FOR EACH ACTIVITY

 Time Spent Online: PCs vs Mobiles
TIME SPENT ONLINE: PC/LAPTOPS/TABLETS vs MOBILES
Mobile Share of Online Time
NATIONAL DIFFERENCE IN MEDIA CONSUMPTION

Number of hours and minutes typically spent online via the following devices each day

22
PC/Laptop/Tablet Mobile PC/Laptop/Tablet Mobile PC/Laptop/Tablet Mobile

Argentina 04:32 03:41 Italy 04:05 02:14 South Korea 03:00 01:55

Australia 03:44 01:22 Japan 02:57 00:44 Spain 03:49 01:59

Belgium 03:39 01:12 Malaysia 04:48 03:44 Sweden 03:50 01:39

Brazil 05:12 04:05 Mexico 04:41 03:34 Taiwan 04:20 02:56

Canada 04:11 01:34 Netherlands 03:11 01:16 Thailand 04:28 04:04

China 03:08 02:43 Philippines 05:12 03:28 Turkey 03:52 02:55

France 03:43 01:05 Poland 04:18 01:29 UAE 04:07 03:55

Germany 03:27 01:16 Portugal 04:19 01:46 UK 03:58 01:38

Hong Kong 03:32 02:14 Russia 04:26 01:51 USA 04:24 02:00

India 04:35 03:12 Saudi Arabia 03:34 03:47 Vietnam 04:21 02:28

Indonesia 04:51 03:43 Singapore 04:31 02:10

Ireland 03:12 01:54 South Africa 05:01 03:09

 As mentioned, fast-growth markets have embraced The equivalent figures can be much, much lower in
mobiles the most enthusiastically. As well as swathes several mature markets, dipping to 25% or below in
NATIONAL DIFFERENCE IN MEDIA CONSUMPTION

of consumers coming online for the first time via these the digitally-conservative markets of France, Belgium
devices, internet users in these markets are also most and Japan. Around 5 of the 34 markets are spending
likely to select their smartphone when we ask them less than around 1 ¼ hours a day on their mobiles
their most important device for getting online. – a figure which compares to more than 4 hours in
Thailand and Brazil. In part, the picture in these mature
This is particularly apparent when we look at the markets is the result of their high internet penetration

23
share of online time that mobiles are capturing each rates, which means its online population contains Question: Roughly how many
hours do you spend online on
day. In most fast-growth markets, mobiles are now a relatively high proportion of older consumers – a
a PC/Tablet/Laptop or Mobile
capturing 40-50% of online time – meaning they are group who are much more likely to remain wedded during a typical day? Source:
GlobalWebIndex Q1-Q3 2016
close to reaching the Mobile Tipping Point – the point to their PCs/laptops. Over time, we can expect these
Base: Internet Users aged 16-64
when internet users will be spending longer online differences to become less pronounced but there’s
PRO Platform:
on their mobiles than all other devices combined. little doubt that they will remain prominent in the
Media Consumption >
Consumers are already mobile-first in Saudi Arabia. short-term future. Time Online on Mobile
 Online Media Behaviors
ONLINE MEDIA BEHAVIORS IN 2016
Number of hours and minutes per day typically devoted to the following

Online TV Online Radio Online Press Social Networks Online TV Online Radio Online Press Social Networks
/Streaming /Music /Services /Streaming /Music /Services

Argentina 00:42 00:49 00:58 03:28 Philippines 01:01 00:43 01:00 04:03

Australia 00:42 00:28 00:36 01:33 Poland 00:40 00:49 00:44 01:39

Belgium 00:24 00:32 00:39 01:35 Portugal 00:26 00:43 00:21 02:12

Brazil 00:55 00:53 01:52 03:41 Russia 00:40 00:32 00:38 02:18
NATIONAL DIFFERENCE IN MEDIA CONSUMPTION

Canada 00:52 00:33 00:33 01:39 Saudi Arabia 01:09 00:51 01:18 02:56

China 01:10 00:38 00:47 01:42 Singapore 00:40 00:34 00:40 01:53

France 00:28 00:26 00:30 01:24 South Africa 00:30 00:28 00:46 02:50

Germany 00:33 00:32 00:36 01:07 South Korea 00:39 00:24 00:37 01:02

Hong Kong 00:45 00:33 00:46 01:37 Spain 00:44 00:40 00:49 01:45

India 00:55 00:38 00:50 02:26 Sweden 00:41 00:33 00:40 01:34

24
Indonesia 00:49 00:36 01:12 02:59 Taiwan 00:47 00:27 00:42 01:59

Ireland 00:41 00:24 00:36 01:36 Thailand 01:31 01:11 01:43 02:48

Italy 00:42 00:41 00:46 02:03 Turkey 00:51 00:45 00:56 02:57

Japan 00:09 00:11 00:13 00:30 UAE 01:01 00:35 00:51 03:18

Malaysia 00:55 00:47 00:55 03:18 UK 00:51 00:31 00:36 01:39

Mexico 00:52 00:39 00:51 03:34 USA 01:13 00:59 00:52 02:03

Netherlands 00:30 00:38 00:33 01:14 Vietnam 01:01 00:33 01:25 02:30

*FIGURES IN BOLD REPRESENT THE TOP 5 MARKETS FOR EACH ACTIVITY

When it comes to specific online behaviors/ just half an hour per day on this. Japan’s Elsewhere, there are now 7 markets where
activities, it’s social networking that shortage of enthusiasm for social media, people are watching online TV for an average of
Question: Roughly how many
captures the biggest share of online time. as well as Facebook’s lack of success in this more than 1 hour per day. Fast-growth nations
hours do you spend on/doing
But time devoted to this varies dramatically country, is having an impact here; of our 34 in APAC and the Middle East are at the forefront the following each day? Source:
GlobalWebIndex Q1-Q3 2016
between markets. Countries in Latin America markets, Japan is just one of three where here, though it’s interesting that the US takes
Base: Internet Users aged 16-64
tend to post the highest figures of all, Facebook falls from pole position (to be second place overall – a clear reflection of the
PRO Platform:
whereas Japanese consumers are spending replaced by YouTube, Twitter and LINE). US being the biggest user of services like Netflix.
Media Consumption >
Time Spent Watching Online TV
Traditional vs. Digital:
TV, Radio and Press Linear TV vs. Online TV
TRACKING THE PROGRESS OF DIGITAL VS
TRADITIONAL IN KEY ENTERTAINMENT CATEGORIES

KEY FIGURES

• Across 31 markets where trended data from 2012 Comparing linear vs online viewing behaviors in It’s certainly telling that it’s in the fast-growth
onwards is available, daily time spent on linear TV has 2016 is perhaps the best way to illustrate how markets where we’re closest to seeing online TV
declined in 29 of them, broadcast radio is down in 24 dominant the former remains; linear remains ahead close the gap on broadcast. In part, that’s being
countries and physical print press has dipped in 15 of in all 34 of our markets, and in 22 it still accounts driven by usage of VPNs as a way to access better
them. Meanwhile, online TV has recorded increases in 28 for over 2.5x as much daily viewing as online. entertainment content. Globally, 3 in 10 internet
of 31 countries, online radio/streaming is up in 21 and users say they have accessed the web via one of

25
online press has risen in 26 places. The USA, France and Argentina are the most these tools, with 13% of online adults (and 45%
enthusiastic watchers of linear TV: everyday they of VPN users) reporting that they have done this
• Linear TV remains ahead of online TV in all 34 markets. spend over 2 hours longer watching this than in order to get better entertainment content. This
online TV. At the other end of the spectrum, it’s in behavior is much more prominent in fast-growth
• For radio/music, online has taken the lead from China where we are closest to seeing online TV (1 markets, with a fifth or more of internet users in
broadcast forms in 4 markets. hour 10 minutes) reach parity with linear (1 hour Malaysia, Indonesia, Thailand and India now using
20 minutes). The UAE and Vietnam are then next VPNs to find better shows. It’s hardly a coincidence
• Online press is now preferred to printed versions in all in line for this landmark. Interestingly, the USA is that it’s in this type of market where home-grown
but 2 markets. one of the leading watchers of online TV, but it’s on-demand or OTT services tend to be less
also one of the markets where we see the greatest widespread/developed and where global providers
disparity (over 2 hours). like Netflix have the weakest presence.
 TV: LINEAR vs ONLINE

TOP 10 WATCHERS OF LINEAR TV

Number of hours and minutes typically spent watching linear TV each day
Linear TV Difference*

USA 03:19 02:06

France 02:46 02:17

Argentina 02:43 02:01

UK 02:39 01:48
TRADITIONAL vs DIGITAL | TV, RADIO AND PRESS

Brazil 02:37 01:41

Philippines 02:30 01:28

Germany 02:28 01:54

Thailand 02:26 00:54

Poland 02:26 01:45

Italy 02:25 01:43

26
*Difference Between Linear & Online

TOP 10 WATCHERS OF ONLINE TV / STREAMING

Number of hours and minutes typically spent watching online TV each day
Online TV Difference*

Thailand 01:31 00:54

USA 01:13 02:06

China 01:10 00:10

Saudi Arabia 01:09 00:40 Question: Roughly how many

hours do you spend watching
UAE 01:01 00:32
television/online forms of
Philippines 01:01 01:28 televison during a typical day?
Source: GlobalWebIndex Q1-
Vietnam 01:01 00:24 Q3 2016 Base: Internet Users
aged 16-64
Brazil 00:55 01:41

India 00:55 00:55 PRO Platform:

Media Consumption >
Malaysia 00:55 01:09
Time Spent Watching Online TV

*Difference Between Linear & Online

 LINEAR TV
Number of hours and minutes typically spent watching linear TV each day
TRADITIONAL vs DIGITAL | TV, RADIO AND PRESS

ONLINE TV / STREAMING
Number of hours and minutes typically spent watching online TV each day

27
Of the 31 markets where we can compare linear TV consumption All this acknowledged, the gradual decline in daily viewing for linear
in 2012 and 2016, daily viewing has declined in 29 of them TV is in line with the shift towards online forms of content. A couple
Question: Roughly how many hours do you
(increasing very slightly in Italy, and remaining stable in China). of markets buck the trend here by showing a slight decrease in
spend watching television/online forms
Across most markets, these declines have been very gentle (less online viewing in 2012 (with Hong Kong and Russia being the only of televison during a typical day? Source:
GlobalWebIndex 2012 & 2016 (averages
than 15 minutes in 12 of them, and more than 30 minutes in just examples) but the prevailing story is one of consistent rises. In
across each wave of research conducted)
the UAE and Saudi Arabia). This offers further evidence that linear fact, there’s been over a 70% increase in time spent on online TV in Base: Internet Users aged 16-64

behaviors are not being cast aside, and it’s important to recognize Australia, Germany, the Netherlands, the Philippines, Saudi Arabia,
PRO Platform:
that it remains by far the most important media activity overall. South Africa, the UK and the USA. Media Consumption >
Time Spent Watching Online TV
 Broadcast vs. Online Radio/Music

Thailand is the biggest listener of online radio/music Crucial to note, though, is that broadcast forms of radio
and is the only market where it is capturing longer have lost ground in 24 of the 31 markets where we have
than an hour each day. It’s also one of the only places trended data available (with South Korea, Thailand, Vietnam
(along with Vietnam, India, Saudi Arabia) where and the USA seeing this metric tick upwards very slightly).
TRADITIONAL vs DIGITAL | TV, RADIO AND PRESS

internet users are spending longer listening to online In the majority of markets, this decline has been very
radio/music than broadcast radio. The USA is close to slight (less than 10 minutes in 13 of them). And it’s only in
hitting the 1 hour per day mark, but broadcast radio Argentina where we see a fall of more than half an hour.
still continues to capture 21 minutes longer each day.
This is different trend to that for linear TV where we see a
In contrast, the top listeners of broadcast radio general decline in linear forms accompanied by consistent

28
are generally mature markets – and specifically rises for online. Here, though, the drops for broadcast radio
European. Consumers in Belgium are listening to are not being matched by such a neat or consistent increase
3.5x as much broadcast as online radio/music, for for online. The rises for online radio have been very modest in
example, with the Netherlands, Germany and Poland most markets, and there are 9 countries where online radio
also featuring prominently. South Africa is the only has actually gone down. So, while traditional broadcast
non-European market to feature in the top 5 markets radio will need to work hard to retain its relevance, it’s not
for broadcast radio. always losing out directly to online equivalents.
 RADIO: BROADCAST vs ONLINE

TOP 10 LISTENERS OF BROADCAST RADIO

Number of hours and minutes typically spent listening to broadcast radio each day
Brdcst Radio Difference*

Belgium 01:51 01:19

Netherlands 01:48 01:09

South Africa 01:48 01:19

Poland 01:46 00:56

TRADITIONAL vs DIGITAL | TV, RADIO AND PRESS

Germany 01:33 01:01

Argentina 01:30 00:41

USA 01:20 00:20

Ireland 01:17 00:52

Sweden 01:16 00:43

Portugal 01:13 00:30

29
*Difference Between Broadcast & Online

TOP 10 LISTENERS OF ONLINE RADIO / MUSIC

Number of hours and minutes typically spent listening to online radio each day
Online Radio Difference*

Thailand 01:11 -0.15

USA 00:59 00:20

Brazil 00:53 00:15

Saudi Arabia 00:51 -0.08

Question: Roughly how many
Argentina 00:49 00:41
hours do you spend listening to
Poland 00:49 00:56 the radio / to online radio each
day? Source: GlobalWebIndex
Malaysia 00:47 00:16 Q1-Q3 2016 Base: Internet
Turkey 00:45 00:00 Users aged 16-64

Philippines 00:43 00:30

Italy 00:41 00:13 PRO Platform:

Media Consumption > Time Spent
Listening to Online Radio
*Difference Between Broadcast & Online
 BROADCAST RADIO
Number of hours and minutes typically spent listening to broadcast radio each day
TRADITIONAL vs DIGITAL | TV, RADIO AND PRESS

30
ONLINE RADIO / MUSIC
Number of hours and minutes typically spent listening to online radio each day

Question: Roughly how many hours do you PRO Platform: Media Consumption
spend listening to the radio / to online radio > Time Spent Listening to Online Radio
each day? Source: GlobalWebIndex 2012 &
2016 (averages across each wave of research
conducted) Base: Internet Users aged 16-64
 Print vs. Online Press

Whereas online forms of television and radio are Interestingly, as well as being the second-biggest reader
generally lagging behind their linear counterparts, of online press, Thailand takes the first place for print
the opposite is true for press. In all but two markets, press. This means that consumers here are spending a
online is now the preferred choice for this type of considerable 2 hours 45 minutes every day reading press
TRADITIONAL vs DIGITAL | TV, RADIO AND PRESS

media. And even in those markets where print forms – a figure that compares to less than an hour in France and
retain a lead – Japan and Portugal – the margins are Belgium.
very narrow.
There are just 7 markets where either genre manages to
Broadly speaking, it’s fast-growth markets where hold the attention of consumers for more than an hour
online press has made the biggest headway. Brazil each day (with Thailand the only example for printed press).

31
marks itself out as the biggest reader of online press This shows that press is now a relatively minor part of
– where internet users are spending over an hour daily media consumption behaviors – at least when it’s
longer engaging with online press than printed forms. compared to activities like TV and social networking. That
Thailand then takes a strong second place, followed many networks have been working to incorporate news
by Vietnam. The rise of mobiles has undoubtedly had stories within their sites is a key part of this. 40% of online
a positive impact on online press, with consumers adults now say that they use social networks to stay up-
now able to keep up with the news whenever and to-date with news/current events, and Twitter in particular
wherever they please. 4 in 10 internet users report has set itself apart as a vital go-to for news updates. In fact,
using a news app on their mobiles, for example, with reading a news story is the most popular activity on Twitter
notable peaks in many fast-growth markets. among the 20 or so tracked by GWI.
 PRESS: PRINT vs ONLINE

TOP 10 READERS OF PRINT PRESS

Number of hours and minutes typically spent reading print press each day
Print Press Difference*

Thailand 01:02 -0.41

Brazil 00:46 -1.06

Saudi Arabia 00:45 -0.33

Vietnam 00:45 -0.40

TRADITIONAL vs DIGITAL | TV, RADIO AND PRESS

China 00:44 -0.03

Turkey 00:44 -0.12

UAE 00:43 -0.08

USA 00:43 -0.09

India 00:43 -0.07

Malaysia 00:43 -0.12

32
*Difference Between Print & Online

TOP 10 READERS OF ONLINE PRESS

Number of hours and minutes typically spent reading online press each day
Online Press Difference*

Brazil 01:52 -1.06

Thailand 01:43 -0.41

Vietnam 01:25 -0.40

Saudi Arabia 01:18 -0.33

Question: Roughly how many
Indonesia 01:12 -0.30
hours do you spend reading
Philippines 01:00 -0.19 physical/printed or online forms of
press during a typical day? Source:
Argentina 00:58 -0.29 GlobalWebIndex Q1-Q3 2016
Turkey 00:56 -0.12 Base: Internet Users aged 16-64

Malaysia 00:55 -0.12 PRO Platform:

Media Consumption > Time Spent
USA 00:52 -0.09
Reading Online Press

*Difference Between Print & Online

 PRINT PRESS
Number of hours and minutes typically spent reading print press each day
TRADITIONAL vs DIGITAL | TV, RADIO AND PRESS

ONLINE PRESS
Number of hours and minutes typically spent reading online press each day

33
Important to note, however, is that Where we are seeing a more and Russia bucking the trend here).
print press has remained pretty stable consistent change is in the time spent Although increases have been less
Question: Roughly how many hours do you
since 2012. Although gentle declines on online forms of press – a metric than 10 minutes in most markets, in
spend reading physical/printed or online
have been seen in 15 markets, these which has ticked upwards since 2012 Brazil (+43 minutes), the Philippines forms of press during a typical day? Source:
GlobalWebIndex 2012 & 2016 (averages
have only been a few minutes. Clearly, across the majority of the markets (+24 minutes) and Thailand (+22
across each wave of research conducted) Base:
traditional newspapers and magazines where we have trended data available minutes) we’ve seen some fairly Internet Users aged 16-64

aren’t being abandoned yet. (with just Japan, Hong Kong, Vietnam notable rises.
PRO Platform:
Media Consumption >
Time Spent Reading Online Press
 Jason Mander Katie Young
Chief Research Officer Senior Trends Analyst
jason@globalwebindex.net katie@globalwebindex.net
@thejasonmander @katie_young11

www.globalwebindex.net
T + 44 207 731 1614 /// E hello@globalwebindex.net

/// A 3 Dorset Rise, London, EC4Y 8EN, UK

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