Asia-Pacific Time Spent with Media: China, Japan, South Korea and India Estimates and Forecasts for 2013–2018 - eMarketer
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eMarketer Report

Asia-Pacific Time Spent with Media: China, Japan, South Korea and India Estimates and Forecasts for 2013–2018

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Executive Summary

The rise of mobile devices has led to a seismic change in the way adults consume media in the Asia-Pacific region. The increase in smartphones and tablet usage in China, Japan, South Korea and India is capturing a growing share of daily time spent with media.

  • The amount of time adults spend per day on major media in the four markets featured in this report is far lower than the total for US adults. For example, eMarketer estimates adults in China will spend an average of 6 hours, 9 minutes daily on major media in 2016, while US adults will spend 12 hours, 5 minutes.
  • Adults in India and Japan still spend more of their time watching TV than consuming other types of media. However, traditional media is losing share in all four markets, especially among younger demographics.
  • Print media (particularly newspapers) still appeals to advertisers even though adults are spending less time with it. In 2016, print will garner only a single-digit share of total time spent by adults in these four markets. However, print’s ad spending share in these countries will exceed its time-spent share by a large margin.
  • Even though digital media is capturing more of consumers’ time, marketers in Japan, South Korea and India are in no rush to allocate ad budgets at the same rate. This year, China is the only market covered where digital’s share of media ad spending (59.0%) will outpace its time-spent share (51.0%).

"Nonvoice mobile will account for more than a third of daily time spent by China’s adult population in 2016, and make up more than one-fifth of media time in South Korea, Japan and India."

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Mobile Is Taking a Bigger Share of Consumers’ Time

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26 charts are included in the full report:

Asia-Pacific Time Spent with Media: China, Japan, South Korea and India Estimates and Forecasts for 2013–2018

Nonvoice Mobile Share of Average Time Spent per Day with Major Media by Adults in Select Countries in Asia-Pacific, 2013-2018 (% of total time spent)

Mobile Is Taking a Bigger Share of Consumers’ Time

Nonvoice Mobile Share of Average Time Spent per Day with Major Media by Adults in Select Countries in Asia-Pacific, 2013-2018 (% of total time spent)

Share of Average Time Spent per Day with Select Media by Adults vs. Ad Spending Share in Select Countries in Asia-Pacific, 2016 (% of total)

Time Spent with Media in China

Average Time Spent per Day with Major Media by Adults in China, 2013-2018 (hrs:mins)

Share of Average Time Spent per Day with Major Media by Adults in China, 2013-2018 (% of total)

Average Time Spent per Day by Adult Users of Each Major Medium in China, 2013-2018 (hrs:mins and CAGR)

Growth of Average Time Spent per Day with Major Media by Adults in China, 2013-2018 (% change)

Adult Major Media User Penetration in China, 2013-2018 (% of adult population)

Share of Average Time Spent per Day with Select Media by Adults in China vs. China Ad Spending Share, 2014-2016 (% of total)

Time Spent with Media in Japan

Average Time Spent per Day with Major Media by Adults in Japan, 2013-2018 (hrs:mins)

Share of Average Time Spent per Day with Major Media by Adults in Japan, 2013-2018 (% of total)

TV Viewer Penetration Among Consumers in Japan, by Day of Week and Demographic, Oct 2015 (% of respondents in each group)

Growth of Average Time Spent per Day with Major Media by Adults in Japan, 2013-2018 (% change)

Internet Users in Japan Who Own a Smartphone, by Age, 2015 & 2016 (% of respondents in each group)

Adult Major Media User Penetration in Japan, 2013-2018 (% of adult population)

Share of Average Time Spent per Day with Select Media by Adults in Japan vs. Japan Ad Spending Share, 2014-2016 (% of total)

Time Spent with Media in South Korea

Average Time Spent per Day with Major Media by Adults in South Korea, 2013-2018 (hrs:mins)

Share of Average Time Spent per Day with Major Media by Adults in South Korea, 2013-2018 (% of total)

Adult Major Media User Penetration in South Korea, 2013-2018 (% of adult population)

Share of Average Time Spent per Day with Select Media by Adults in South Korea vs. South Korea Ad Spending Share, 2014-2016 (% of total)

Major Media Ad Spending per Hour Spent with Media per Adult in South Korea, by Media, 2014-2018

Time Spent with Media in India

Average Time Spent per Day with Major Media by Adults in India, 2013-2018 (hrs:mins)

Mobile Phone* and Smartphone** Users in India, 2015-2020

Tablet Users and Penetration in India, 2014-2020 (millions, % of internet users and % of population)

Share of Average Time Spent per Day with Major Media by Adults in India, 2013-2018 (% of total)

Growth of Average Time Spent per Day with Major Media by Adults in India, 2013-2018 (% change)

Share of Average Time Spent per Day with Select Media by Adults in India vs. India Ad Spending Share, 2014-2016 (% of total)