GWI-数字与传统媒体消费（英文版）-2018-11页-2mb

Digital vs. Traditional Media Consumption Summary

Core Content

This report provides an analysis of global media consumption patterns, focusing on the shift from traditional to digital media across age groups and countries. It highlights how internet users are spending their time on various media forms, including online and traditional TV, radio, print press, and social networks. The data is based on self-reported estimates and is available for 34 markets, with insights from 2012 to 2016.

Key Insights

Global Trends in Media Consumption

• Total Online Time: On average, internet users spend nearly 6.5 hours online per day, with smartphones accounting for 39% of this time, up from 23% in 2012.
• PC/Laptop Usage: While there has been a small decline in time spent on PCs/laptops, they still play an important role in daily online consumption.
• Online TV: Online TV has seen consistent growth, now capturing almost an hour of daily time. However, broadcast TV still dominates, with users spending 2 hours 5 minutes on average.
• Social Networks: These platforms capture the largest share of online media time at 32%, with users spending over 2 hours per day on them. This is an increase of 34 minutes from 2012.
• Multi-Media Consumption: Over 85% of users engage with another device while watching TV, with mobiles being the most common choice. Social networking and chatting are the top activities on these devices.

Media Consumption by Age

• 16-24 Age Group: Spends the most time online, averaging 2.5 hours more than 55-64-year-olds. Mobile usage is the main driver, with 3 hours and 15 minutes spent daily on mobiles.
• Mobile Share of Online Time: For the youngest group, mobiles account for 46% of online time, compared to just 20% for the oldest.
• TV Consumption: 16-24s spend the most time on online TV and the least on linear TV and broadcast radio, with engagement increasing with age.
• Cross-Age Growth: All online media activities have seen consistent increases across age groups, with social networks showing the most substantial growth.

National Differences in Media Consumption

• Traditional vs Digital: In 29 of 31 markets, linear TV remains the most consumed form of media. Online TV is growing, with 7 markets averaging over 1 hour of daily usage.
• Internet Penetration: Countries with high internet penetration (e.g., Japan, Netherlands, UK) have more representative samples, while those with low penetration (e.g., India, Indonesia) tend to have younger, more affluent, and more educated users.
• Market Variations: In fast-growth markets, mobiles account for 40-50% of online time, while in Western Europe (e.g., France, Belgium), the share is 25% or lower.

Traditional vs Digital: TV, Radio and Press

• Linear TV: Remains the largest media activity across all 34 markets, with users spending over 2 hours daily.
• Online TV: Grew across 28 of 31 markets, with fast-growth nations in APAC and the Middle East leading the way. The US is a strong second, reflecting its high usage of streaming services like Netflix.
• Broadcast Radio: Has seen a decline in 24 countries, but still holds a significant share of media time.
• Print Press: Has declined in 15 countries, with online press now surpassing traditional print in most markets.

Methodology and Definitions

• Data Collection: GWI interviews over 350,000 internet users annually across 34 countries, with sample sizes varying by market.
• Time Estimation: Users are asked to estimate how much time they spend on each activity. These estimates are converted to minutes and used to calculate average time spent per day.
• Definitions:
  • Linear TV: Traditional broadcast and real-time viewing.
  • Online TV: Streaming or on-demand services.
  • Broadcast Radio: Traditional real-time radio listening.
  • Online Radio: Radio listened to online via streaming.
  • Traditional Print Press: Physical newspapers and magazines.
  • Online Press: News read via websites or apps.
• Internet Penetration Rates:
  • High Penetration: Japan (93%), Netherlands (93%), UK (92%), UAE (91%), Sweden (91%), South Korea (90%).
  • Low Penetration: Philippines (41%), India (26%), Indonesia (22%).

Additional Information

• Sample Sizes: The report includes data from 2012 to 2016, with the 2016 sample totaling 153,501 users.
• GWI Custom Solutions: Includes brand, product, campaign, and audience solutions tailored to specific needs. These can be analyzed using the PRO Platform, which allows users to build bespoke audiences based on demographic and behavioral data.
• GWIQ: A tool for audience segmentation and campaign validation, using data from the GWI panel and passively monitored visitation to client websites and campaigns.
• Reports Available: Includes flagship, market & region, insight, trend, and infographic reports, offering a wide range of data and analysis.

Conclusion

The report underscores a clear shift towards digital media, particularly online TV and social networks, while traditional media like linear TV continues to hold a significant share. Smartphones are increasingly central to online consumption, and age and internet penetration play key roles in shaping media habits across different markets.