Time Spent with Media in France, Germany and the UK: eMarketer's Estimates and Forecasts for 2013–2018 - eMarketer
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Time Spent with Media in France, Germany and the UK: eMarketer's Estimates and Forecasts for 2013–2018

eMarketer Report

By: eMarketer

Published: December 06, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The amount of time adults in France, Germany and the UK spend with major media continues to rise, mainly due to the growth of media multitasking among consumers. Adults in France will spend an average of 10 hours, 8 minutes per day with major media in 2016; adults in Germany will spend slightly less time, averaging 9 hours, 46 minutes a day, while those in the UK will average 9 hours, 31 minutes.

  • UK adults will spend significantly more time with digital media than their counterparts in France and Germany. Daily time spent with digital (desktop/laptop plus nonvoice mobile) for the average UK adult will total 4 hours, 45 minutes this year. Comparatively, adults in France and Germany will average roughly an hour less per day with digital media.
  • TV remains the largest part of the media mix for the average adult in France and Germany, capturing more than 37% of daily media usage in 2016. But TV’s share is slipping, and it will fall short of digital’s total in 2017.
  • Print’s share of time spent continues to shrink in all three countries—mainly because the size of its audience is steadily declining, not because individuals are reading less. Time spent with nondigital radio is on a similar trajectory. However, its share of time spent will remain three times larger than that of print.
  • People are spending more time consuming media on their mobile devices. Nonvoice mobile activities account for more than 20% of media time spent in France and Germany and over 26% of time spent in the UK.

"Digital will account for nearly half of UK adults’ daily time spent with media in 2016, and make up more than one-third of media time in France and Germany."

Table of Contents

Overall Media Time

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Time Spent with Media in France

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Time Spent with Media in Germany

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Time Spent with Media in the UK

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Complete Forecast

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43 charts are included in the full report:

Time Spent with Media in France, Germany and the UK: eMarketer’s Estimates and Forecasts for 2013–2018

Share of Time Spent per Day with Major Media by Adults in France, Germany and the UK, 2016 (% of total)

Overall Media Time

Average Total Time Spent per Day with Major Media* in France, Germany and the UK, 2013-2018 (hrs:min and % change)

Average Time Spent per Day with Major Media by Adults in France, Germany and the UK, 2016 (hrs:min)

Time Spent with Media in France

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

Average Time Spent per Day with TV* vs. Digital Media by Adults in France, 2013-2018 (hrs:mins)

Average Time Spent per Day with Desktop/Laptop* vs. Mobile Internet by Adults in France, 2013-2018 (hrs:mins)

Adult Major Media Users in France, 2013-2018 (millions)

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

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

Time Spent with Media in Germany

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

Average Time Spent per Day with Desktop/Laptop* vs. Mobile Internet by Adults in Germany, 2013-2018 (hrs:mins)

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

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

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

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

Time Spent with Media in the UK

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

Share of Average Time Spent per Day with Major Media by UK Adults, 2013-2018 (% of total and hrs:mins)

Average Time Spent per Day by UK Adult Users of Each Major Medium, 2013-2018 (hrs:mins and % change)

Share of Average Time Spent per Day with Select Media by UK Adults vs. UK Ad Spending Share, 2016-2018 (% of total)

Complete Forecast

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

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

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

Adult Major Media Users in France, 2013-2018 (millions)

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

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

Growth of Average Time Spent per Day by Adult Users of Each Major Medium in France, 2013-2018 (% change)

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

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

Germany

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

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

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

Adult Major Media Users in Germany, 2013-2018 (millions)

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

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

Growth of Average Time Spent per Day by Adult Users of Each Major Medium in Germany, 2013-2018 (% change)

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

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

UK

Average Time Spent per Day with Major Media by UK Adults, 2016 (hrs:mins)

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

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

Share of Average Time Spent per Day with Major Media by UK Adults, 2013-2018 (% of total and hrs:mins)

Average Time Spent per Day by UK Adult Users of Each Major Medium, 2013-2018 (hrs:mins and % change)

Share of Average Time Spent per Day with Select Media by UK Adults vs. UK Ad Spending Share, 2016-2018 (% of total)