Comprehensive annual report details how device usage and consumer media habits shifted and reformed this year across 7 regions and 47 markets

NEW YORK (October 31, 2023) Insider Intelligence, Publicis Media, and GWI today released their Global Media Intelligence Report 2023, a robust annual guide detailing media and device usage in 47 markets. For the second year in a row, the report includes regional break-outs, allowing for robust global comparisons.

Each of the eight regions’ media habits and behaviors is analyzed by the following metrics: device ownership, smartphone and tablet owners, smart TV owners, average time spent with media, traditional media users, TV viewers, video-on-demand (VOD) viewers, social media/messaging users, digital audio listeners, and voice assistant/search users.

Key findings this year include:

• For the first time in the US, time spent with mobile devices was greater than daily minutes on PCs/laptops/tablets. At 3 hours, 37 minutes in H1 2023, mobile time outpaced PCs/laptops/tablets by a minute. 
• Smartphone ownership is nearly universal in Canada, but time spent with mobile media in the country trails many other similar countries. Average daily time spent on mobile devices in Canada is 33 minutes lower than in the US, for instance.
• Western Europe doesn’t fit predictable patterns of media consumption. It’s a relative laggard in TV viewing, video or audio streaming, but is a hotbed for newer digital technologies like smartwatches and smart home products..
• Central and Eastern Europe is now in last place for on-demand/streaming services adoption worldwide. Despite this, the region is only second-to-last in time spent with online TV/streaming, with a 3 minute increase since H1 2022. 
• Latin America remains the world leader in time spent across nearly half of the tracked activities. In addition, the region ranks second in two other categories. No other region is a global leader in more than two categories.
• The Asia-Pacific region lags all other regions in time spent with PCs/laptops/tablets. This shows the importance of smartphones in Asia-Pacific, when mobile access to the internet is primary in rural areas and among low-income respondents.
• Time spent with mobile devices favors smartphones by a wide margin in Southeast Asia. Media time on smartphones reached 4:29 daily this year in Southeast Asia, 1:36 more than time with PCs/laptops/tablets.
• Almost every country in the Middle East and Africa experienced a drop in time spent with online TV/streaming. It was the largest global drop, with the average regional time decreasing by 13 minutes to 1:40.

“The Global Media Intelligence report provides comprehensive insight into consumer media habits for traditional and digital formats, across a range of devices,” Insider Intelligence principal analyst Paul Briggs. “One of the key trends we saw this year was the unmistakable influence of smart devices. Smartphones and smartwatches drove the continued move to mobile media consumption, while increased smart TV penetration led to increased rates of online video streaming and on-demand viewing.”

“We’re seeing smartphone dominance continue, smart devices grow further in popularity, over half in all regions are now on five plus platforms, and video streaming is at an all-time high globally.” said Jason Mander, Chief Research Officer, GWI. “But despite growth in all these areas, time spent online has declined this past year across the board. This breaks the pattern we’re used to seeing and is likely a combination of post pandemic corrections, people being more mindful of their time online, and potentially the impact of less subscriptions due to cost-of-living challenges.”

Methodology

GWI surveys internet users ages 16 to 64 in more than 47 markets on a range of questions about their digital lives and lifestyles. The minimum sample size per quarter, per market is 1,250; bigger markets have larger quarterly sample sizes, with the maximum being 25,000 in China and the US. The final data set is weighted to interlocking age, gender, and education quotas which reflect the internet population in each country. 

About Insider Intelligence

Insider Intelligence is a leading research provider focused on digital transformation. We empower professionals with actionable data, insights, and analysis to make informed decisions in a digital world. Formed as a merger of eMarketer and Business Insider Intelligence in 2020, we produce nearly 200 forecasts, 300 reports, 7,000 charts, and 1,500 newsletters across the advertising, media and marketing, financial services, healthcare, and retail and ecommerce industries. Insider Intelligence is a division of Axel Springer S.E.

About Publicis Media:

Publicis Media harnesses the power of modern media through global agency brands Publicis Collective, Publicis Health Media, Spark Foundry, Starcom and Zenith, as well as global accelerator PMX and integrated platform-based technologies including CJ, CitrusAd, Epsilon and Profitero. A key business solution of Publicis Groupe ([Euronext Paris FR0000130577, CAC 40]), Publicis Media’s digital-first, data-driven global solutions deliver client value and drive growth in a platform-powered world. It is present in over 100 countries with over 23,000 employees worldwide.

About GWI 

GWI is modernized consumer research – global, on-demand, and accessible to everyone, not just data experts. It’s a platform designed for companies that want fresh and insightful data about their consumers. Values, purchase journeys, media usage, social media habits – we cover it all. With data from nearly 3 billion people across 50+ countries, GWI has become the go-to for agencies, brands and media companies that want to know what really drives their audience to action. For more, visit www.gwi.com.

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For Insider Intelligence

Douglas Clark

dclark@emarketer.com

For Publicis Media

Olamide Aruwajoye
olamide.aruwajoye@publicismedia.com