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:
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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.
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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.
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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.
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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
Source: GlobalWebIndex