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Digital Diversions Impact TV Time in Singapore

Multitasking on mobile is increasingly the norm

July 28, 2016 | Media

Network TV viewing accounts for a significant share of consumers’ weekly time spent with media in Singapore. But that doesn’t mean TV viewers are devoting their full attention to the broadcast. Like many of their peers around the world, a growing share of the country’s consumers like to multitask with mobile devices while they watch.

Weekly Time Spent with Select Media Among Consumers in Singapore, Dec 2015 (hours)

Based on December 2015 research released by the Media Development Authority of Singapore (MDA), time spent watching free-to-air TV made up the greatest share of weekly time spent with media. Indeed, consumers spent 17.4 hours per week watching Mediacorp, which controls all of Singapore’s free network TV stations. Nevertheless, this TV time was nearly tied with accessing media-related apps and websites, the next-most popular media choice, at 17.3 hours per week.

In fact, not only are consumers in Singapore spending a lot of time accessing media-related digital diversions, they are often doing these activities while simultaneously doing something else. According to the same MDA study, more than 82% of consumers in Singapore use mobile devices for WhatsApp, texting and calling while watching TV.

Leading Simultaneous Media Usage Activities Among Multitasking Consumers in Singapore, Dec 2015 (% of respondents)

This increasing pattern of multitasking makes sense for the city-state given its high levels of smartphone user penetration. eMarketer estimates that more than 86% of Singapore mobile phone users will have a smartphone as of 2016, the second-highest penetration rate of any country in the Asia-Pacific region.

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