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  • Report
     | 
    OCT 21, 2021

    The Global Media Intelligence Report is a concise, detailed compilation of data and insights about internet users’ traditional and digital media usage in 43 key markets worldwide. With very few exceptions, this 2021 edition covers the same range of metrics we featured in 2020, and the consistency of GWI’s methodology enables us to offer precise year-over-year (YoY) comparisons.

  • Report
     | 
    OCT 21, 2021

    However, the average time spent streaming online TV and video was less than half the time devoted to broadcast TV, at 1:03 per day. Social networking and messaging were the only media activities to rival live TV and video streaming in overall reach.

  • Report
     | 
    OCT 21, 2021

    Time spent with broadcast TV was an average 1:51 per day—a 6 minute decline YoY. That said, the share of internet users who watch digital video (95.5%) had already overtaken the share who watch live TV. And time spent streaming video (2:00 per day) continued to exceed broadcast TV time by several minutes.

  • Report
     | 
    OCT 21, 2021

    Moreover, the average daily time spent with print press remained the lowest recorded for any activity, at just 24 minutes in H1 2021. Broadcast radio also reached fewer internet users in South Korea than in many advanced economies. Only 46.3% of internet users were recent listeners—and the average listening time was down YoY, to 31 minutes per day.

  • Report
     | 
    OCT 21, 2021

    Time spent daily with desktops, laptops, and tablets rose to a remarkable 5:25 on average, while smartphone time reached 4:56. Social networking and messaging accounted for long periods with screens of all sizes.

  • Report
     | 
    OCT 21, 2021

    But here too, engagement was higher than average among the oldest respondents (50.9%) and affluents (46.1%). Though the reach of print newspapers and magazines may be shrinking, internet users in Denmark spent an average of 42 minutes per day with print in H1 2021. Time spent with online press had risen year over year (YoY), however, from 54 minutes to 1 hour (1:00).

  • Report
     | 
    OCT 21, 2021

    The average time spent with PCs and tablets each day rose 24 minutes during the same period, to 3:39. While PC ownership is waning somewhat, smart TVs are still gaining fans. Some 30.7% of respondents owned a smart TV in H1 2021—an increase of 6 percentage points compared with 2020.

  • Report
     | 
    OCT 21, 2021

    But the average time spent with print press each day was less than the time spent reading online press, at 29 minutes and 31 minutes, respectively. The share of internet users who watched live TV in the month prior to polling climbed to 95.0% in Q1 2021, and more than 80% of respondents had listened to broadcast radio.

  • Report
     | 
    OCT 21, 2021

    As PC and tablet penetration shrank, the average time spent with those devices declined as well. Time spent with mobile devices first surpassed time spent with PCs and tablets in 2020, and that gap widened in H1 2021, to 4 hours, 41 minutes (4:41) and 4:30, respectively. Games consoles also suffered a slight fall in penetration and have now drawn level with tablets, at 42.9% in H1 2021.

  • Report
     | 
    OCT 21, 2021

    The average times spent daily with broadcast radio and live TV remained constant between H1 2020 and H1 2021, at 1:36 and 1:55, respectively. During the same period, time spent daily with print press rose by 4 minutes to reach 33 minutes. However, it was clearly overtaken by online press, which occupied an average of 43 minutes each day.

  • Report
     | 
    OCT 21, 2021

    Penetration was also above average among the oldest, ages 55 to 64. The average time spent daily with mobile devices was 3:00 in 2021—a decline of 10 minutes since 2020. Total time spent with PCs and tablets also dropped, from 2:20 to 2:10 daily.

  • Report
     | 
    OCT 21, 2021

    In H1 2021, the average time spent per day with mobile was 2 hours, 18 minutes (2:18)—compared with 3:19 spent with desktops/laptops and tablets. Mobile devices also claimed less time than broadcast TV (2:19).

  • Report
     | 
    OCT 21, 2021

    Meanwhile, 37 minutes were devoted to podcasts daily, on average, compared with 31 minutes in H1 2020.

  • Report
     | 
    OCT 21, 2021

    Moreover, PCs and tablets once again claimed the largest slice of media time for internet users, at an average 3:09 per day—a year-over-year (YoY) increase of more than 20 minutes daily. Mobile devices ranked second in terms of time spent, at an average 2:21 daily. That was also up compared with 2020, but by a smaller margin than time spent with larger digital screens.

  • Report
     | 
    OCT 21, 2021

    Time spent with all digital devices rose in 2021. Fully 98.7% of internet users ages 16 to 64 polled in H1 2021 owned a smartphone—effectively identical to the rate in H1 2020. Time spent with smartphones and other mobile devices in H1 2021 reached a remarkable 5 hours, 15 minutes (5:15) per day, on average—a gain of 9 minutes year over year.

  • Report
     | 
    OCT 21, 2021

    The average time spent with broadcast TV was 2:01 daily in H1 2021. The broadcast radio audience was a good deal smaller than that for live TV, at 69.2% of internet users. Live radio listening accounted for 1:09 per day, on average—a marginal increase from 2020. Digital audio and social networking both gained momentum this year. Digital audio services were firmly established in Sweden some years ago.

  • Report
     | 
    OCT 21, 2021

    Over 83% of internet users in Q1 were live TV viewers, spending an average of 1 hour, 52 minutes (1:52) per day. Penetration was well above 80% in almost all demographic groups—the exceptions being 25- to 34-year-olds and respondents in low-income households. Digital video viewing surged between H1 2020 and H1 2021.

  • Report
     | 
    OCT 21, 2021

    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. Smartphone ownership dropped marginally but remained high overall, at 96.9% of internet users ages 16 to 64.

  • Report
     | 
    OCT 21, 2021

    Penetration was about 10 percentage points above average (79.1%) in the 25-to-34 age bracket. However, the oldest respondents, ages 55 to 64, were not yet on board to the same extent, with barely half (51.4%) viewing SVOD. Older, more affluent demographics formed the bedrock audience for traditional media.

  • Report
     | 
    OCT 21, 2021

    Time spent with both radio and print press held steady between H1 2020 and H1 2021. Smart devices made major strides in the past year. The pandemic era has sparked greater interest in wearables. Penetration of both smartwatches and smart wristbands rose by several percentage points, reaching 21.3% and 24.8%, respectively, in H1 2021.

  • Report
     | 
    OCT 21, 2021

    As in 2019 and 2020, the combined time spent on PCs, smartphones, and tablets exceeded 10:00 per day in H1 2021, on average. Mobile still claimed the larger share, at 5:45, but PCs and tablets posted an average 5:11 each day. Those figures rose by 15 minutes and 33 minutes from H1 2020, respectively.

  • 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

    Digital video consumption was above average among all younger adults and those in middle- and higher-income homes. But even in the oldest age bracket, over 85% of internet users had recently streamed video. Nonetheless, time spent with broadcast TV in H1 was more than half an hour greater than time spent with online TV and video, at 1 hour, 56 minutes (1:56) per day versus 1:22, respectively.

  • Report
     | 
    OCT 21, 2021

    The time spent with online press (1:03 daily, on average) remained substantially higher than the 37 minutes devoted to print press, though both had fallen since 2020. PC and smartphone penetration changed very little this year. But smart home devices, smart TVs, and wearables saw a bump in adoption.

  • Report
     | 
    OCT 21, 2021

    More than 86% of UK internet users polled in H1 2021 had watched live TV in the prior month, spending an average 2 hours, 39 minutes (2:39) per day—a very minimal year-over-year (YoY) increase. As last year, about two-thirds of UK respondents had viewed pre-recorded TV shows.

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