Analysis of global media consumption

1. Global Media Consumption:
The Digital Reality
March 2013

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. 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. 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. C R O S S P L AT F O R M T I M E
March 2013

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 day
GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”

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 Online
GlobalWebIndex 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. 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 TV
GlobalWebIndex 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. 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 TV
GlobalWebIndex 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. 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 PC
GlobalWebIndex 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. 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 TV
GlobalWebIndex 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. 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 TV
GlobalWebIndex 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. 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 BENCHMARK
GlobalWebIndex Q4 2012

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 Radio
GlobalWebIndex 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. S U M M A R Y A N D I M PA C T S
March 2013

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.