Mobile addiction continues to rise but TV clings to top spot

Consumers in Asia Pacific will spend a daily average of two hours 20 minutes scanning the Internet on mobile devices this year, with interest in print media continuing to fall.

Figures from Zenith’s Media Consumption Forecasts predict people will spend 142 minutes on mobile sites, up from 53 minutes in 2011. By 2021 we will be hooked on mobile for 162 minutes each day.

Time spent reading newspapers and magazine will, however, head in the opposite direction, reflecting the overall decline in print circulation.

In 2011 consumers  in the region read newspapers and magazines for 22 and nine minutes respectively each day. That will fall to a paltry nine and two minutes by 2021.

Average daily minutes of consumption per individual

TV – which excludes streaming platforms – will also fall but remain the favourite medium in 2021. Average daily viewing, which totalled 154 minutes in 2011, will hit 144 this year, before decreasing fractionally in 2021.

The APAC figures are mirrored globally.

Time spent watching TV will fall to 167 minutes this year and 165 minutes in 2021, down from one minute short of three hours in 2011. Mobile Internet will rise, although not to the level of APAC.

Despite the decline, TV’s share of media consumption globally will fall from 35% this year to 33% in 2021, eclipsing mobile internet’s 27% in 2019 and 31% in 2021.

“Mobile internet technology has expanded both the amount of time people spend with media, and what counts as media,” Zenith head of forecasting Jonathan Barnard said. “Media now means comparing prices on the high street, sharing jokes with friends and booking your next holiday, opening up new opportunities for brands to connect with consumers.”


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