LONDON: Many consumers around the world now spend more time with digital than traditional media, a trend led by emerging markets, a report has found.

"Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time", a study from GlobalWebIndex, the internet research business, is based on responses from more than 32,000 internet users in 31 countries. More media time is spent online than offline in 23 of these markets.

Overall, consumers now spend an average of 10.7 hours a day with all forms of media, with 5.6 hours, or 57%, dedicated to digital, including social media and mobile internet usage.

Chinese web users are at the forefront of this trend, spending 65% of their 9.43 hours of daily media time online.

The report also identifies that news is the content format that consumers are most likely to source on the web, particularly in emerging markets such as Vietnam, Thailand, Indonesia and Brazil.

Social media also increasingly dominates the time that consumers spend online. Globally, it accounts for 48% of total digital time, and this trend is even more pronounced in emerging markets like the Philippines, where consumers spend 5.4 hours using social sites a day.

In countries with mature internet markets such as the Netherlands, Germany, the UK and US, offline media – TV, radio and newspapers – still account for the majority of media time.

TV remains the strongest form of traditional media taking an average of 2.5 hours a day across all markets, peaking at 3.6 hours in the US. Alternative digital forms of TV still have a way to catch up with China leading this sector at 1.1 hours a day.

"Consumers worldwide have increasingly digitalised their media consumption and online now dominates the way they spend their day," said Tom Smith, founder of GlobalWebIndex.

"This is a clear argument for online media to get a greater share of advertising spend, regardless of where you are in the world."

Data sourced from GlobalWebIndex; additional content by Warc staff