TV Still Dominates World Media Use

by Wayne Friedman , August 20, 2014

Worldwide, TV viewing remains the single biggest media activity.

On average, 2.58 hours per day are consumed globally, according to London-based GlobalWebIndex’s recent Media Consumption report. That's 23% of total time spent on the media.

The U.S. remains the biggest TV market, with an average of 4.33 hours a day. Those in China watch the least TV overall, at 2.2 hours.

Online TV viewing continues to rise -- now at 0.7 hours a day.

That's a 6% share of all media time. Online viewing now accounts for 33% of total TV time among 16- to-24-year-olds. This compares with 7% for people on the other end of the age spectrum -- 55- to-64-year-olds.

China watches the most TV online -- at 1.03 hours a day. U.S. Internet users watch just under one hour a day of TV online.

Mobile usage now accounts for 30% of the time we spend on online media -- an increase from 22% in 2012. Those 16 to 24 are the biggest consumers of media via the mobile Internet -- at 2.77 hours per day, up from 1.88 in 2012.

The report is culled from a global sample size of more than 40,000 Internet users in 32 countries.

china, international, media, media measurement, mobile, streaming, trends, tv

2 comments about "TV Still Dominates World Media Use".

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Ed Papazian from Media Dynamics Inc, August 20, 2014 at 3:42 p.m.
I would be highly skeptical of the findings due to questions that can be raised about the nature and composition of the sample and whether the answers supplied by respondents can be taken at anything like face value on a purely volumetric basis. On the other hand, trending such studies over time may offer insights within each of the media or by demographic sub sets ----providing one is very cautious about comparing one medium to the other.
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Nicholas Schiavone from Nicholas P. Schiavone, LLC, August 21, 2014 at 7:34 p.m.

Ed has taken a polite, measured and tolerant view of this so-called "Media Consumption Report." He is a true gentleman.
I am not as kind or convinced of anything here.
The fact that the study is based on an Internet-only sample executed on a global basis makes the report and its findings suspicious and ludicrous. What's in it for GlobalWebIndex? isn't it obvious. What a farce!
Hence, Ed's skepticism is beyond justified in my book.
Wayne Friedman & MediaPost must do a far better job of assessing the medthodology of the research it reports.
Mr. Mandese, are you listening or reading? Do you even care? This is worrisome for a trusted source to be so irresponsible or laissez-faire in its treatment of critical issues.
Without adequate methodological assessment, such reporting is irresponsible.
You can and must do better, MediaPost.
Onwards & upwards.