Global Media Consumption:    The Digital Reality         March 2013
INTRODUCTION •   Introduction to the GlobalWebIndex •   How do we measure time spent across different media? •   Analysis ...
METHODOLOGY: QUESTION FORMAT   The majority of the data in this report comes from the sub-category “Cross Media Consumptio...
METHODOLOGY: CALCULATING AVERAGES  We use this data to create averages based on time multiples calculated at a respondent ...
C R O S S P L AT F O R M T I M E           March 2013
GLOBAL TIME SPENT: Digital is 57% of daily media time I Social 48% of online.                       Online PC             ...
TRADITIONAL VS ONLINE TIME SHARE: 23 out of 31 markets have higher digital share                                          ...
TOTAL MEDIA TIME: Emerging markets spend more time with media - Traditional & digital                           14.0      ...
TOTAL MEDIA TIME SHARE: In China only 35% of the media time is spent in traditional media  100%    90%    80%    70%    60...
INTERNET SHARE: In some markets, mobile makes up over 30% of internet time  100%    90%    80%    70%    60%    50%    40%...
TOTAL ONLINE TIME: Huge variation in behaviour patterns by market                           9.0                           ...
TOTAL ONLINE TIME: Social increasingly dominates internet time in most markets  100%    90%    80%    70%    60%    50%   ...
SEB VS TIME SPENT ONLINE: Direct relationship between the two                     Average Time Online V Social Engagement ...
EXPLORING DEMOGRAPHICS MEDIA TIME: Young groups rejecting TV                                   Average Time               ...
S U M M A R Y A N D I M PA C T S           March 2013
KEY LEARNINGS AND IMPACTS FOR BRANDS •   Digital increasingly dominates time, and online marketing must gain a bigger shar...
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Global Media Consumption: The Digital Reality

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Analysis of global media consumption

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Global Media Consumption: The Digital Reality

  1. 1. Global Media Consumption: The Digital Reality March 2013
  2. 2. INTRODUCTION • Introduction to the GlobalWebIndex • How do we measure time spent across different media? • Analysis of global media consumption • Wrap up and key insights
  3. 3. METHODOLOGY: QUESTION FORMAT The majority of the data in this report comes from the sub-category “Cross Media Consumption” and question series “Time Spent”. The core time spend question is designed as follows: “How many hours do you spend doing X on a typical day?” Less than 30 minutes 30 minutes to 1 Hour Watching TV Watching Online TV 1 to 2 Hours Reading Physical Press Reading Online Print / Press 2 to 3 Hours Listening to Online Radio 3 to 4 Hours Listening to Radio 4 to 6 Hours Online via PC/Laptop/Tablet Social Networking 6 to 10 Hours Online via Mobile Micro-Blogging More that 10 Hours Playing Games Consoles Blogging Do not use Combined consumption time of: Reading Online Print / Social Networking Watching Online TV Time Spent on Other Press Online Activities = Total Time Spent Online - Listening to Online Blogging Micro-Blogging Radio
  4. 4. METHODOLOGY: CALCULATING AVERAGES We use this data to create averages based on time multiples calculated at a respondent level and then aggregated. This provides clear, comparable data and enables an estimation of total media day across a total market or consumer segment Less than 30 minutes 0.25 hours 30 minutes to 1 Hour 0.45 hours 1 to 2 Hours 1.5 hours 2 to 3 Hours 2.5 hours 3 to 4 Hours = 3.5 hours 4 to 6 Hours 5 hours 6 to 10 Hours 8 hours More that 10 Hours 10 hours Do not use 0 hours
  5. 5. C R O S S P L AT F O R M T I M E March 2013
  6. 6. GLOBAL TIME SPENT: Digital is 57% of daily media time I Social 48% of online. Online PC Online Mobile TV Radio Physical Print Games Consoles Online TV Online Radio 7% Online News Social Networking 5% Micro-Blogging Blogging Other 11% 9% 42% 24% 9% 10% 23% 9% 12% 27% 12% 10.7 hours of MEDIA TIME per day 5.6 hours of DIGITAL TIME per dayGlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”
  7. 7. TRADITIONAL VS ONLINE TIME SHARE: 23 out of 31 markets have higher digital share Online share greater than traditional 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0 Offline OnlineGlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by share of online.
  8. 8. TOTAL MEDIA TIME: Emerging markets spend more time with media - Traditional & digital 14.0 12.0 Average Hours Per Day 10.0 8.0 6.0 4.0 2.0 0.0 Online Mobile Online PC Games Consoles Physical Print Radio TVGlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total media time.
  9. 9. TOTAL MEDIA TIME SHARE: In China only 35% of the media time is spent in traditional media 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Online Mobile Online PC Games Consoles Physical Print Radio TVGlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total media time.
  10. 10. INTERNET SHARE: In some markets, mobile makes up over 30% of internet time 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Online Mobile Online PCGlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total media time.
  11. 11. TOTAL ONLINE TIME: Huge variation in behaviour patterns by market 9.0 8.0 7.0 Average Hours Per Day 6.0 5.0 4.0 3.0 2.0 1.0 0.0 Other Online News Blogging Micro-Blogging Social Networking Online Radio Online TVGlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total online time.“Other” is a calculated time variable: (“Online via PC” OR “Online via Mobile”) – (All Online behaviours combined)
  12. 12. TOTAL ONLINE TIME: Social increasingly dominates internet time in most markets 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other Online News Blogging Micro-Blogging Social Networking Online Radio Online TVGlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total online time.“Other” is a calculated time variable: (“Online via PC” OR “Online via Mobile”) – (All Online behaviours combined)
  13. 13. SEB VS TIME SPENT ONLINE: Direct relationship between the two Average Time Online V Social Engagement Benchmark (SEB Score) More Socially Engaged 6 AVERAGE TIME SPENT ONLINE VIA ANY DEVICE PER DAY 5.5 Malaysia Philippines 5 Brazil Thailand South Africa Mexico UAE Indonesia USA (HOURS) Singapore 4.5 Poland China Taiwan Russia Argentina Turkey Saudi Arabia Canada UK 4 Italy India France Sweden Spain Hong Kong Netherlands 3.5 South Korea Japan Germany 3 20 30 40 50 60 70 80 90 100 SOCIAL ENGAGEMENT BENCHMARKGlobalWebIndex Q4 2012
  14. 14. EXPLORING DEMOGRAPHICS MEDIA TIME: Young groups rejecting TV Average Time Time Share 12.00 100% 90% 10.00 80% 70% 8.00 60% 6.00 50% 40% 4.00 30% 20% 2.00 10% 0.00 0% 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Online on PC/Tablet/Laptop Online on PC/Tablet/Laptop Online on mobile Online on mobile TV TV Physical Press Physical Press Games Consoles Games Consoles Radio RadioGlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”.“Other” is a calculated time variable: (“Online via PC” OR “Online via Mobile”) – (All Online behaviours combined)
  15. 15. S U M M A R Y A N D I M PA C T S March 2013
  16. 16. KEY LEARNINGS AND IMPACTS FOR BRANDS • Digital increasingly dominates time, and online marketing must gain a bigger share of the advertising pie, not just in mature, high-penetration markets but in every market; • Social media dominates many internet markets and should be the central component of a brand’s digital strategy, especially due to its increasing effects on other parts of the digital journey such as search marketing and brand websites. This is even more compelling in fast- growth internet markets such as Brazil, China and Indonesia; • Traditional media is not dead; it exists in parallel, and this points to the need for holistic, integrated communications strategy. Increasingly, however, this strategy needs to be digital first; • Mobile makes up over 30% of internet time in leading mobile internet markets. We can no longer just think of the internet as a browser on a PC;  This means going beyond banners and micro-sites to develop mobile first content and apps  It also means employing multi-platform measurement, content and buying strategies • There is a clear path for the digitisation of content with news being followed by radio and now TV. It is clear that the internet will be the primary.

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