This Snapshot includes infographics illustrating our proprietary forecast on time spent with media—digital and traditional—in the US, Canada, UK, Germany, France, India, China, Japan, and South Korea.

The pandemic super-charged digital habits in the UK, particularly among higher-income groups. These people are also in a better place financially as pandemic restrictions lift, but there’s pent-up desire to spend across all income brackets.

This report summarizes our forecasts for nine countries—the US, Canada, France, Germany, the UK, China, India, Japan, and South Korea—and offers comparative analyses of the major time spent numbers for each.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

According to a November 2020 Virtana survey conducted by Arlington Research, the majority of IT decision-makers (66%) in the US and UK said that only 5% to 50% of their organizational applications were operating in the cloud. Over the past 15 years, AWS has become a $54 billion annual sales run rate business, per Amazon.

As the coronavirus pandemic renders the population of the UK largely housebound, media consumption patterns will invariably change. Certain media types (such as physical print) will falter, but video (TV and digital) looks set to benefit most.

The pandemic led to many upward revisions of our UK digital user forecasts. Some changes (podcast listeners) will be permanent, while others will be temporary (digital gamers). Our social network user numbers, meanwhile, didn’t change much at all.

In the European countries we forecast, the average will exceed 10 hours, while Asia-Pacific markets like China, India, and Japan will see significantly less media usage. More like this:. Report: Time Spent with Media Overview 2021. Article: US TV advertisers will spend nearly $20 billion in this year’s upfronts. Article: Amazon’s MGM acquisition could give it a watch-time boost.

UK adults have reached peak media consumption, spending an average of 9 hours, 38 minutes each day with media. Time spent is shifting to digital channels, particularly to smartphones.