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Traditional media retains global dominance

News, 31 May 2017
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LONDON: Despite the rapid rise of the internet, traditional media will still account for more than two-thirds (69%) of global media consumption in 2017, according to a new report that also finds mobile internet growth is slowing.

The latest Zenith Media Consumption forecast, now in its third year, reports that people around the world are expected to spend an average of 316 minutes a day consuming traditional media this year.

Although this is down from 364 minutes a day in 2010, it still represents a substantially higher proportion than the average 122 minutes a day that consumers spend on the mobile internet.

Traditional broadcast TV remains dominant among all media, averaging 170 minutes of daily viewing this year, compared to 140 minutes for the internet, and Zenith expects TV to remain on top – at least until 2019 when the gap between TV and internet consumption is forecast to narrow to just seven minutes.

Looking more closely at mobile internet consumption, Zenith reported that it had increased at an average rate of 44% a year between 2010 and 2016.

But now that mobile devices have taken such a central role in many people's lives, the growth in mobile internet usage is slowing – and with it the growth in overall media consumption.

Mobile internet use grew 25% in 2016, down from 43% growth in 2015, and Zenith expects its growth rate to slow further to 17% in 2017.

In addition, overall media consumption is expected to be largely static this year, with growth of less than 1% a year through to 2019.

"Mobile technology has thoroughly disrupted consumers' media habits in less than a decade," said Jonathan Barnard, Head of Forecasting at Zenith. "The pace of change is now slowing – at least until the next disruptive technology takes off."

Data sourced from Zenith; additional content by WARC staff

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