Television still most consumed medium by far but mobile eating into share: Zenith data

Person watching TVThe sharp rise of mobile internet consumption is eating into how much all other media is consumed globally, particularly in Asia Pacific, but television will still be the dominant medium for the foreseeable future, data from media agency Zenith is predicting.

This year global mobile internet consumption is expected to rise to 86 minutes per day per person – growth of 27.7% – while traditional television will decline by 1.5%, to 177 minutes of media time per day.

Traditional television will remain by far the most popular of all media globally, accounting for 41% of media consumption in 2015. That will drop by three percentage points by 2018 (to 38%), but still beat the internet in all its forms (31% by 2018).

In APAC, 71% of internet consumption is now on mobile devices globally, and that proportion is highest in Asia, at 73%, followed by the US (72%).

The growth of mobile is driving total media consumption. According to Zenith data, the mobile web has driven a 7.9% increase in the total consumption of all media between 2010 and 2015, from 403 minutes a day to 435.

Growth has averaged 1.5% a year, and the agency forecasts a further 1.4% growth this year. For 2017, Zenith predicts 1.2% growth, then just 0.4% growth the following year as mobile consumption starts to level off. An average global media consumption of 448 minutes a day per person is expected in 2018.

The report reads: “Traditional media owners have invested heavily in online brand extensions, and some of them have larger audiences online than they ever had for their offline products. The expansion of mobile internet consumption is an opportunity for traditional publishers and broadcasters, as much as a threat.”


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