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  • Report
     | 
    OCT 21, 2021

    And in terms of time spent, online TV and video lagged far behind live TV, at an average of 46 minutes per day. The share of internet users who owned a smart TV rose by about 6 percentage points, to 49.2% in H1 2021. Digital audio content, including music and audiobooks, climbed modestly year over year to reach 63.6% of internet users in H1.

  • Report
     | 
    OCT 21, 2021

    Broadcast radio reached more of the online population in Poland than in most other nations surveyed, at 82.7%. The share of respondents accessing music, audiobooks, or other audio content on digital platforms was effectively static at 62.3% in H1 2021, and live radio occupied 40 minutes more than music streaming on a typical day.

  • Report
     | 
    OCT 21, 2021

    Traditional media still enjoy wide reach, but many younger web users are gradually shifting to digital alternatives. Most of the online population still tuned in to live radio and read print publications. In total, 74.8% of internet users ages 16 to 64 had listened to live radio during the prior month in Q1 2021.

  • Report
     | 
    OCT 21, 2021

    Digital audio consumption experienced the opposite age-related pattern in H1 2021. Some 83.0% of internet users ages 16 to 24 had streamed music, podcasts, or another form of audio content in the prior month, but that share fell in near-direct correlation with rising age, to 52.0% in the most senior group. Income and household location were less significant factors in digital audio usage.

  • Report
     | 
    OCT 21, 2021

    Digital publications more than compensated for any losses experienced by print press. In Q1 2021, just over 42% of internet users had recently read a print newspaper, while 43.2% had read a print magazine. As early as H1 2019, online press had overtaken print in terms of time spent each day. This year, respondents devoted slightly more time to print press than in 2020, at 26 minutes daily.

  • Report
     | 
    OCT 21, 2021

    Higher usage of TV, digital video, and other digital entertainment options persisted a year after the country’s famously rigorous lockdown. As the pandemic spread around the world in March 2020, New Zealand closed its borders to almost all travelers, isolated known cases of COVID-19, and imposed a strict lockdown between March and June 2020.

  • Report
     | 
    OCT 21, 2021

    Digital audio and social networking both gained momentum this year. Digital audio services were firmly established in Sweden some years ago. In H1 2021, penetration of digital audio rose very slightly to 74.4%. As in 2020, usage was nearly universal (95.4%) among the 16-to-24 group and very high (86.3%) among those ages 25 to 34.

  • Report
     | 
    OCT 21, 2021

    Less than half of the online population regularly read print media or listened to broadcast radio. In Q1 2021, 42.5% of internet users ages 16 to 64 had read a print newspaper in the prior month, and 38.8% had read a print magazine.

  • Report
     | 
    OCT 21, 2021

    By contrast, the digital audio audience posted little change in numbers this year. In H1 2021, 68.1% of respondents had listened to music, podcasts, audiobooks, or other audio content online in the prior month. And age-related differences remained much more marked among digital audio consumers than among video viewers.

  • Report
     | 
    OCT 21, 2021

    Over 15% of respondents had used a voice assistant, such as Siri or Alexa, in the previous week to find information, while over 17% had used a voice command to complete a task, like an online grocery order, per H1 2021 data. Usage was most prominent among the youngest respondents and those living in higher-income homes.

  • Report
     | 
    OCT 21, 2021

    Younger people were more responsive to digital audio, too. But unlike digital video, uptake of music, podcasts, and other digital audio content showed no increase year over year. Time spent streaming music averaged 1:33 per day, while video streaming occupied an average of 1:22. Both times rose by about half an hour from H1 2020. Mobile time and activities were on the rise as PC penetration slid.

  • Report
     | 
    OCT 21, 2021

    That said, the bulk of time spent with press titles has shifted online. Digital publications occupied 1 hour, 34 minutes (1:34) per day on average in H1 2021, compared with 1:00 for print press formats. Broadcast TV, meanwhile, was still viewed more widely than most digital alternatives. In Q1 2021, 92.0% of internet users had watched live TV in the month prior to polling.

  • Report
     | 
    OCT 21, 2021

    Between H1 2020 and H1 2021, the share of internet users who streamed music, listened to podcasts, or consumed other online audio content declined slightly, from 78.9% to 75.1%. Time spent with digital audio and video both posted annual increases. For example, in H1 2021, internet users polled in Argentina spent an average of 1:14 daily with online TV and 1:45 with music streaming.

  • Report
     | 
    OCT 21, 2021

    Digital audio was more popular among younger respondents in H1 2021. The share of internet users listening to streaming music, podcasts, or other digital audio content ranged from 88.2% among 16- to 24-year-olds to 32.4% in the 55-to-64 cohort. Social media was the only activity more widespread among Australia’s internet users than TV viewing.

  • Report
     | 
    OCT 21, 2021

    However, it was clearly overtaken by online press, which occupied an average of 43 minutes each day.

  • Report
     | 
    OCT 21, 2021

    By comparison, digital audio appeared to be in the doldrums, with engagement rising marginally in some demographics but falling in others. This may be partly due to GWI removing Google Play Music from the list of digital audio services it asked respondents about.

  • Report
     | 
    OCT 21, 2021

    In fact, uptake of digital audio has long surpassed broadcast radio. Nearly two-thirds (64.8%) of respondents had listened to streamed music, podcasts, or other digital audio content in the month prior, per H1 2021 findings. Live TV viewing remained fairly high overall in Q1, at 86.2% of internet users.

  • Report
     | 
    OCT 21, 2021

    By contrast, the share who streamed music, podcasts, audiobooks, or other digital audio content slipped from 58.2% to 56.8% year over year. However, this scale of change may be statistically insignificant, and due to a larger sample size that is more representative of the online population.

  • Report
     | 
    OCT 21, 2021

    Young people were also keener consumers of online music, audiobooks, and other digital audio content in H1 2021, though older cohorts closed the gap to some extent. Among respondents ages 55 to 64, 33.8% had streamed digital audio in the prior month, compared with 24.6% in the prior year. Usage among the 16-to-24 cohort was almost identical to their share in H1 2020, at 77.6%.

  • Report
     | 
    OCT 21, 2021

    Consumption of music, podcasts, and other digital audio was relatively flat YoY. Some 58.4% of internet users had streamed digital audio content in the month prior to polling. Age was a key differentiator here; penetration in the youngest cohort reached 91.8% in H1, but that fell markedly with rising age, to just 30.8% in the oldest group.

  • Report
     | 
    OCT 21, 2021

    Beyond social media, time spent on all other measured digital activities was also up year over year. For example, on a typical day, online press claimed 2:47—18 minutes more than in H1 2020, and almost five times the 35 minutes spent daily with print press.

  • Report
     | 
    OCT 21, 2021

    Digital audio consumption may be suffering from the rise in other digital entertainment activities. The share of internet users who had listened to music, podcasts, or other audio content accessed online dropped from 91.8% in H1 2020 to 85.9% this year. Part of this decline may be due to the exclusion of Google Play Music from the list of monitored audio services in 2021.

  • Report
     | 
    OCT 21, 2021

    Daily time devoted to print newspapers and magazines lagged time spent with online press—at 49 minutes and 1:08 on average, respectively—but both had fallen substantially during the year. Some 76.0% of respondents in UAE had streamed music, podcasts, audiobooks, or other digital audio content in the prior month.

  • Report
     | 
    OCT 21, 2021

    Readership of print newspapers and magazines stood at 57.9% and 53.0%, respectively, and was giving way to online press in many cases. In H1 2021, internet users spent a daily average of 43 minutes reading print press, compared with an hour devoted to online publications.

  • Report
     | 
    OCT 21, 2021

    GWI runs a quarterly research program, asking internet users ages 16 to 64 in more than 43 countries a range of questions about their digital lives and lifestyles. The minimum sample size per quarter, per country is 1,250; bigger markets have larger quarterly sample sizes, with the maximum being 25,000 in China and the US. Respondents can only participate in GWI’s research once per year.

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