MEDIA CONSUMPTION According to Zenith’s Media Consumption Forecasts released today, we will spend 27.7 percent more time on mobile internet worldwide this year, resulting in a 1.4 percent increase in overall media consumption. Usage of all other media—including desktop internet—will decline by 3.4 percent during the same period.This second annual edition of the Media Consumption Forecasts examines the changing patterns of media consumption and predicts the resulting temporal impact for individual media between 2016 and 2018. The report examines time spent outside the home reading newspapers and magazines, watching TV, listening to the radio, going to the cinema, using the internet and viewing outdoor advertising. This edition covers 71 countries around the world, up from 65 last year.71 percent mobile Internet consumptionAt the beginning of this decade, desktop internet usage increased rapidly and peaked in 2014 at 52 minutes per day, up from 36 minutes per day in 2010. However, the switch by more and more people to mobile devices has led to a decline in desktop usage. In 2015, more people used the mobile internet than the desktop internet for the first time. And for this year, we forecast that people worldwide will use the mobile internet for an average of 86 minutes per day and the desktop internet for 36 minutes. This means that 71 percent of Internet consumption will be mobile. Broken down by region, mobile Internet consumption is highest in the Asia-Pacific region at 73%, closely followed by North America with a share of 72%.Mobile Internet is booming, all other media are losing outThe increasing use of the mobile internet is at the expense of all other media. According to our forecasts, we will spend an average of 27.7% more time on the mobile internet and 15.8% less time on the desktop internet this year. All traditional media will lose market share in 2016: Cinema by 0.5 percent, outdoor media by 0.8 percent, television by 1.5 percent, radio by 2.4 percent, newspapers by 5.6 percent and magazines by 6.7 percent .Note: These figures only relate to the time we spend using these media in their traditional form - print titles and television channels and radio stations. Consumers spend the majority of their time on the Internet with content produced by traditional publishers and broadcasters. Traditional media owners have invested heavily in extending their brand online and some of them have a larger audience online than their offline products ever had. Increasing mobile internet usage offers both opportunities and threats for traditional publishers and broadcasters.Mobile Internet continues to increase media consumptionThe ever-increasing use of the internet (first desktop, now mobile) led to an overall increase in media consumption of 7.9% between 2010 and 2015, from 403 minutes per day to 435 minutes per day. Average annual growth was 1.5% and we are forecasting further growth of 1.4% for 2016. For 2017, we expect growth of 1.2%, followed by just 0.4% growth in 2018, when mobile usage will begin to level off. In 2018, we expect media usage worldwide to average 448 minutes per day.Television continues to dominate worldwideDespite the recent decline in figures, traditional television remains by far the most popular medium worldwide and attracted people to the television for 177 minutes a day in 2015. Internet consumption followed in second place with 110 minutes a day. In 2015, television accounted for 41% of total media consumption. For 2018, we still expect a share of 38% and an internet share of 31%.

The use of all other media - including desktop Internet - will fall by 3.4% in the same period.

This second annual edition of Media Consumption Forecasts examines the changing patterns of media consumption and forecasts the resulting temporal impact for each medium between 2016 and 2018. The report examines time spent outside the home reading newspapers and magazines, watching television, listening to radio, going to the cinema, using the internet and viewing outdoor advertising. This edition covers 71 countries around the world, up from 65 last year.

71 percent mobile Internet consumption

At the beginning of this decade, desktop internet usage increased rapidly and peaked in 2014 at 52 minutes per day, up from 36 minutes per day in 2010. However, the switch by more and more people to mobile devices has led to a decline in desktop usage. In 2015, more people used the mobile internet than the desktop internet for the first time. And for this year, we forecast that people worldwide will use the mobile internet for an average of 86 minutes per day and the desktop internet for 36 minutes. This means that 71 percent of Internet consumption will be mobile. Broken down by region, mobile Internet consumption is highest in the Asia-Pacific region at 73%, closely followed by North America with a share of 72%.

Mobile Internet is booming, all other media are losing out

The increasing use of the mobile internet is at the expense of all other media. According to our forecasts, we will spend an average of 27.7% more time on the mobile internet and 15.8% less time on the desktop internet this year. All traditional media will lose market share in 2016: Cinema by 0.5 percent, outdoor media by 0.8 percent, television by 1.5 percent, radio by 2.4 percent, newspapers by 5.6 percent and magazines by 6.7 percent .

Please note: These figures only relate to the time we spend using these media in their traditional form - print titles, TV channels and radio stations. Consumers spend the majority of their time online with content produced by traditional publishers and broadcasters. Traditional media owners have invested heavily in extending their brand online and some of them have a larger audience online than their offline products ever had. Increasing mobile internet usage offers both opportunities and threats for traditional publishers and broadcasters.

Mobile Internet continues to increase media consumption

The ever-increasing use of the internet (first desktop, now mobile) led to an overall increase in media consumption of 7.9% between 2010 and 2015, from 403 minutes per day to 435 minutes per day. Average annual growth was 1.5% and we are forecasting further growth of 1.4% for 2016. For 2017, we expect growth of 1.2%, followed by just 0.4% growth in 2018, when mobile usage will begin to level off. In 2018, we expect media usage worldwide to average 448 minutes per day.

Television continues to dominate worldwide

Despite the recent decline in figures, traditional television remains by far the most popular medium worldwide and attracted people to the television for 177 minutes a day in 2015. Internet consumption followed in second place with 110 minutes a day. In 2015, television accounted for 41% of total media consumption. For 2018, we still expect a share of 38% and an internet share of 31%.

"Mobile technology is changing people's media behavior worldwide and is leading to higher media consumption overall," explains Frank-Peter Lortz, CEO Publicis Media DACH. "This gives owners of traditional media the opportunity to reach people and places previously inaccessible to them, and consumers can find and enjoy interesting content in a completely new way."