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  • Audio
     | 
    FEB 2, 2021

    eMarketer junior forecasting analyst Zach Goldner and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss how US media use will change in 2021: Are fewer Americans watching TV, which digital devices are being used more, and how much time is spent with TikTok and Disney+? They then talk about how much people are willing to pay for TV streaming, virtually co-viewing digital content, and whether video games have replaced music as the most important aspect of youth culture.

  • Article
     | 
    JAN 26, 2021

    Amid the pandemic, US adults spent 1 hour more per day on digital activities (across all devices) than they did in 2019, according to eMarketer’s latest time spent forecast from Insider Intelligence. Total digital time is now on track to surpass 8 hours by the end of 2022.

  • Report
     | 
    OCT 15, 2019

    Consumption of digital audio was near-universal, as well, at 92.8%. Both of those activities surpassed social media, which engaged 88.7% of internet users. Figures for time spent also point to the prominence of streaming.

  • Report
     | 
    OCT 15, 2019

    Daily time spent with larger digital screens (desktops, laptops and tablets) remained considerably higher than time with mobile devices, at averages of 3:12 vs. 1:47, respectively.

  • Report
     | 
    OCT 15, 2019

    Broadcast TV—long the focus of media consumption in Italy—is still strong. But most people also stream video. According to GlobalWebIndex, 96.8% of internet users ages 16 to 64 had watched live TV in the month prior to polling in H1 2019, with very little variation across demographic groups.

  • Report
     | 
    OCT 15, 2019

    By contrast, about 60% of respondents accessed music or other audio content on digital platforms, and average listening time per day was 1:08. Younger internet users and those living in the suburbs were the keenest consumers of digital audio. Time-shifted and on-demand TV and video command large audiences in Poland.

  • Report
     | 
    OCT 15, 2019

    On the other hand, online TV and video occupied just 1:03 per day, on average, compared with 1:31 devoted to broadcast TV. Streaming music is also widespread among internet users in Singapore. Nearly 63% said they had accessed music or other audio content via digital platforms in the prior month.

  • Report
     | 
    OCT 15, 2019

    Between H1 2018 and H1 2019, daily time spent with broadcast radio remained unchanged at 45 minutes, while time devoted to digital audio—including streamed music, podcasts and other content—was also virtually identical to last year (1:08 vs. 1:10). Online press accounted for a good deal more time per day than print press formats this year, at 1:12 and 39 minutes, respectively.

  • Report
     | 
    OCT 15, 2019

    Nearly 93% of the internet users polled in Portugal had watched live TV in the prior month—a sign that some nondigital media habits are still nearly universal. Just over 86% had listened to broadcast radio each day as well. And both activities occupied considerable chunks of time daily, with averages of 2:06 for broadcast TV and 1:27 for radio.

  • Report
     | 
    OCT 15, 2019

    Additionally, 84.1% of internet users had streamed video content in the prior month—equal to the share who had watched live TV—and 63.1% had listened to music or other audio material from a digital source. In both cases, younger respondents were far more likely to choose these options. So far, smart TVs are the only advanced digital devices that have gained significant traction.

  • Report
     | 
    OCT 15, 2019

    In this comparatively wealthy country, most internet users can afford digital devices and services. But many older residents are in no hurry to abandon traditional media. Nearly 95% of internet users ages 16 to 64 polled by GlobalWebIndex owned a smartphone in H1 2019; among the affluent, that share was effectively 100%.

  • Report
     | 
    OCT 15, 2019

    Close to three-quarters (74.6%) of internet users in the UAE had streamed music, podcasts or other digital audio content in the prior month, with at least 80% of respondents ages 16 to 34 doing so. Affluents in the top 25% of households, ranked by income, were also keen digital listeners. The adoption of voice search, another index of digital engagement and maturity, is also worth noting in the UAE.

  • Report
     | 
    OCT 15, 2019

    Digital audio consumption was also high in Mexico, at 87.6% of respondents in H1 2019. As with video, engagement with digital audio correlated broadly with age but was relatively constant across location and income levels. Social networking is a given for Mexico’s internet users, judging by the data.

  • Report
     | 
    OCT 15, 2019

    Engagement with digital audio was very similar in H1 2019, at 76.9%. Online TV and video streaming accounted for an estimated 1:09 per day, on average, vs. digital audio (1:21). Yet 80.0% of all internet users also said they had listened to broadcast radio; live radio accounted for 1:10, on average, each day.

  • Report
     | 
    OCT 15, 2019

    For many of Sweden’s younger internet users, digital audio services have replaced live radio. This year, penetration of digital audio approached 72%. Usage was nearly universal (95.0%) among respondents 16 to 24, and at 83.0% of those ages 25 to 34. A large majority of internet users in Sweden have also embraced alternatives to live TV viewing.

  • Report
     | 
    OCT 15, 2019

    Clearly, keen gamers are clocking phenomenal times with that activity, either on a console or online. Digital audio consumption was almost as widespread as digital video, reaching 90.7% of internet users, according to GlobalWebIndex. Music streaming alone accounted for more than 2 hours daily, on average.

  • Report
     | 
    OCT 15, 2019

    That said, time spent with online press is growing, at an average of 1:04 this year, vs. 51 minutes in 2018. Audio and video habits continue to evolve, with change still driven chiefly by younger users. GlobalWebIndex found major discrepancies in digital audio consumption relative to age.

  • Report
     | 
    OCT 15, 2019

    On the other hand, the time spent daily with online TV and video averaged just 44 minutes. Overall, internet users in Russia spent 36 minutes daily with online press in H1 2019—double the 18 minutes spent each day with print press. In H1 2018, the comparable times were 34 minutes and 19 minutes, respectively.

  • Report
     | 
    OCT 15, 2019

    Both these factors tend to boost figures for digital behaviors.).

  • Report
     | 
    OCT 15, 2019

    Consumption of music and other audio content via digital platforms also correlated directly with age, ranging from 82.4% for 16- to 24-year-olds to less than 25% of those 55 to 64. (Note: Some 55.0% of the sample polled in Germany was female.

  • Report
     | 
    OCT 15, 2019

    Feature phones are gradually disappearing in the online population: A mere 3.9% of internet users ages 16 to 64 said they owned one. Penetration of these legacy phones was highest in households at the lower end of the income scale, and among respondents ages 45 to 54. Daily time spent with more advanced digital devices is less than might be expected, however.

  • Report
     | 
    OCT 15, 2019

    Some 91.3% of respondents had listened to music or other audio content online; music streaming accounted for an average of 1:30 daily. In addition, nearly 89% of internet users were video-on-demand (VOD) viewers, spending just over 1 hour per day with digital video content. Broadcast TV remains massively popular, with penetration of 93.3%.

  • Report
     | 
    OCT 15, 2019

    Just 41 minutes were spent watching online TV or streaming video. In Q1 2019, 59.8% and 56.1% of respondents had read a print newspaper or magazine, respectively. Consumption was far higher in older age brackets and in rural areas. Moreover, the average time spent per day with print media was just 27 minutes; online press had already surpassed that of print, reaching 36 minutes per day.

  • Report
     | 
    OCT 15, 2019

    In this mobile-first country, most digital media behaviors are linked to smartphones. Fully 98.4% of internet users in South Africa ages 16 to 64 own a smartphone, according to H1 2019 polling by GlobalWebIndex. More than three-fourths (76.1%) of respondents own a desktop/laptop, while fewer than half (46.0%) had a tablet.

  • Report
     | 
    OCT 15, 2019

    Social media platforms enjoy massive reach—and claim many hours of internet users’ digital time spent. More than nine in 10 web users polled in Colombia during H1 2019 had accessed social media in the prior month—a rise of several percentage points since H1 2018, according to GlobalWebIndex.

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