LONDON: Adults in in Great Britain are spending 7 hours and 56 minutes a day consuming media, new research shows, and almost all are engaged in multi-media consumption at some point during the course of a week.

The data are contained in the new IPA TouchPoints 2017 report, which documents the evolving media landscape (regarding media habits, devices, gaming etc) and how we spend our daily lives (working habits, moods, shopping habits, pub frequency etc).

At almost eight hours a day, media consumption is up 9% from 2016 and 13% from 2005.

Twelve years ago, 79% of adults were consuming two or more media in the same half hour at some point during the week, a figure that now stands at 92%. Further, over 26% of all adults are now consuming more than three different media in any half hour.

In terms of time, the TouchPoints 2017 data reveals that this means adults spend just over 2 hours a day (2 hours 7 minutes) media multi-tasking – or nearly a quarter of the time spent consuming media in total.

This combination of growth and fragmentation – driven by technology, new platforms and media channels making more content available on an always-on basis – is having a profound impact.

“The knock-on effect on our lives – both personally and professionally – cannot be underestimated,” said Sarah Golding, IPA President and CEO of CHI & Partners, as she urged the advertising industry to “recognise the most appropriate ways to approach consumers – one that improves lives rather than interrupts”.

For all adults, television/video remains the largest medium in terms of both weekly reach (99.1%) and average hours viewed (4 hours 35 minutes).

Out of home (OOH) is the second largest (99.5%, 3 hours 28 minutes), followed by radio/audio (91.1%, 3 hours 9 minutes) and then social networking/messaging (76.1%, 2 hours 53 minutes). Figures for the internet (74.8%, 2 hours 15 minutes) refer only to its use for activities such as shopping and searching rather than media consumption, or social or communications activity.

Among millennials, television (98.9%, 3 hours 45 minutes) maintains its position as the largest medium overall, however, social media/messaging (99.5%, 3 hours 38 minutes) is now vying with OOH (94.6%, 3 hours 38 minutes) to be their second largest medium.

Data sourced from IPA Touchpoints; additional content by WARC staff