2018-数字与传统媒体消费（英文版）-2mb

Summary of Digital vs. Traditional Media Consumption Report (Q1 2017)

Core Content

This report provides an analysis of global media consumption habits, comparing time spent on digital and traditional media across different age groups and countries. It highlights the evolving role of digital platforms and the continued relevance of traditional media, using data from GlobalWebIndex's research on internet users in 34 markets from 2012 to 2016.

Key Insights and Figures

Global Trends in Media Consumption

• Internet Usage: On average, internet users spend nearly 6.5 hours online per day, with smartphones playing a significant role.
  • Mobile Usage: Time spent on mobiles has increased from 1 hour 17 minutes (2012) to 2 hours 30 minutes (2016).
  • Smartphone Share: The share of internet time spent on smartphones rose from 23% to 39%.
• PCs/Laptops: While their usage has slightly declined, they still hold an important role in online media consumption.
• Online TV: Has seen consistent growth, now capturing almost an hour of daily time.
  • Linear TV: Still dominates, with users spending 2 hours 5 minutes daily on average.
• Social Networks/Services: Capture the largest share of online media time, accounting for 32% of total online time, with an increase of over 34 minutes since 2012.
• Multi-Media Consumption: Over 85% of users engage with another device while watching TV, with mobiles being the most common choice for social networking and chatting.

Media Consumption by Age

• 16-24s spend the most time online, with 2.5 hours more than the 55-64 age group.
  • Mobile Usage: 46% of online time for 16-24s is spent on mobiles, compared to only 20% for 55-64s.
• TV Consumption:
  • Linear TV: The top media activity across all age groups.
  • Online TV/Streaming: Gaining traction, especially among younger users.
• Radio:
  • Broadcast Radio: Time spent is increasing with age.
  • Online Radio: Still a smaller share of media time than traditional radio.
• Print Press:
  • Traditional Print: Declining in all age groups, with the smallest share for 16-24s.
  • Online Press: Increasing in all age groups, with the smallest rise among 55-64s.

National Differences in Media Consumption

• Traditional Media Dominance:
  • Linear TV is the largest media activity in all 34 markets.
  • Print Press: Only in two markets is traditional print ahead of online press.
• Digital Growth:
  • Online TV has increased in 28 of 31 markets.
  • Online Press: Gained ground in 26 markets.
• Market Variations:
  • Fast-Growth Markets: Mobiles capture 40-50% of online time, while in Western Europe (e.g., France, Belgium), it is 25% or less.
  • United States: Stands out for its high linear TV usage, with users spending over half an hour more than those in France.

Methodology and Definitions

• Definitions:
  • Linear TV: Traditional broadcast TV watched in real-time.
  • Online TV: Streaming or on-demand TV (e.g., Netflix, BBC iPlayer).
  • Broadcast Radio: Traditional radio listened to in real-time.
  • Online Radio: Radio accessed via streaming.
  • Traditional Print Press: Physical newspapers and magazines.
  • Online Press: News read online via websites or apps.
• Methodology:
  • GWI conducts annual research with over 350,000 internet users globally.
  • Quotas are set for age, gender, and education to ensure representative samples.
  • Data is self-reported and adjusted for internet penetration rates, which vary widely between countries.
  • Internet Penetration Rates (as of 2015):
    • Japan, Netherlands, UK: Over 90%
    • China, South Korea: Over 50%
    • Indonesia, Philippines: 22% and 41%, respectively.

Sample Sizes by Market

• The report draws from 153,501 global internet users in 2016 and combines data from 2012 to 2016.
• Sample Sizes (in thousands) for selected markets:
  • USA: 22,579
  • UK: 22,759
  • China: 15,281
  • India: 3,805
  • Brazil: 3,010
  • Russia: 3,858

Conclusion

The report underscores the dominant role of digital media, especially smartphones and social networks, in modern media consumption. However, traditional media, particularly linear TV, remains a key activity in most markets. The data reveals significant variations by age and country, with younger users and fast-growing markets showing stronger digital adoption. The methodology ensures representative samples and comparable data across different regions and demographics, providing valuable insights for marketers and analysts.