Global Online Consumption Tops Offline: That shift toward more digital services on the part of PR agencies is for a good reason. For consumers of media worldwide, online usage now exceeds offline media consumption, accounting for 57% of daily media time, according to a recently released GlobalWebIndex report.
Other findings include:
Overall, more media time is spent online than offline in 23 out of the 31 major global markets tracked by the study. Consumers now spend an average of 10.7 hours a day with all forms of media—5.6 hours of that on digital.
Online consumption is heavier in rapidly growing markets such as UAE and China, where total online time accounted for 7.3 and 6.1 hours of average daily media consumption, respectively.
Offline media, such as TV, radio and newspapers, still account for the majority of media time in mature Internet markets such as the Netherlands, Germany, the U.K. and the U.S.
TV remains the strongest traditional medium, with average daily viewing time across all markets of 2.49 hours. U.S. TV consumption is the greatest, with an average 3.59 hours daily. PRN