Television and radio remain Germany's dominant media
44 percent of those surveyed in the ARD/ZDF Long-Term Mass Communication Study 2005 would save their television if they were only allowed to keep one medium.
Most Germans would still opt for television if they were only allowed to keep one medium: 44% of those surveyed in the ARD/ZDF Long-Term Mass Communication Study 2005 would save their television in such a situation. In 1970, however, the proportion was still 60 percent. In general, the study, which was conducted in the ninth wave, again found a significant increase in media use:
In 2005, German citizens spent a total of ten hours a day with the media. In 2000, the figure was just under eight and a half hours. People continue to devote most of their time to radio and television: On average, every adult aged 14 and over listens to the radio for 3 hours and 41 minutes a day and watches TV for 3 hours and 40 minutes. Even though the authors of the study note a change in society due to digitalization and the Internet has tripled its usage time, it cannot keep up with the established media: At 44 minutes a day, Internet use is on a par with listening to music via CD/MC or MP3 player (45 minutes a day). The daily newspaper is read for 28 minutes a day, books for 25 minutes and magazines for 12 minutes.
A comparison of the image profiles and usage motivations reveals clear task assignments for the four media of television, radio, daily newspapers and the Internet, although there are overlaps between the media: Television, with its wide range of offerings, fulfills both information and entertainment functions, the daily newspaper remains an information medium, radio a daily companion and "mood modulator". The Internet is primarily an information medium. Large sections of the population have now integrated the Internet into their everyday media life without fundamentally changing their previous usage patterns and the functions assigned to the media.
ARD and ZDF are using the results of the study to call for the legally stipulated upper limit for their Internet expenditure to be lifted. "In today's media landscape, the digitalization of content and its distribution on a wide variety of platforms is playing an increasingly important role. The study proves once again that our public service offerings fulfil a central and indispensable function in this new media world," commented the Chairman of the ARD/ZDF Media Commission, Dr. Helmut Reitze, on the findings.
In 2005, German citizens spent a total of ten hours a day with the media. In 2000, the figure was just under eight and a half hours. People continue to devote most of their time to radio and television: On average, every adult aged 14 and over listens to the radio for 3 hours and 41 minutes a day and watches TV for 3 hours and 40 minutes. Even though the authors of the study note a change in society due to digitalization and the Internet has tripled its usage time, it cannot keep up with the established media: At 44 minutes a day, Internet use is on a par with listening to music via CD/MC or MP3 player (45 minutes a day). The daily newspaper is read for 28 minutes a day, books for 25 minutes and magazines for 12 minutes.
A comparison of the image profiles and usage motivations reveals clear task assignments for the four media of television, radio, daily newspapers and the Internet, although there are overlaps between the media: Television, with its wide range of offerings, fulfills both information and entertainment functions, the daily newspaper remains an information medium, radio a daily companion and "mood modulator". The Internet is primarily an information medium. Large sections of the population have now integrated the Internet into their everyday media life without fundamentally changing their previous usage patterns and the functions assigned to the media.
ARD and ZDF are using the results of the study to call for the legally stipulated upper limit for their Internet expenditure to be lifted. "In today's media landscape, the digitalization of content and its distribution on a wide variety of platforms is playing an increasingly important role. The study proves once again that our public service offerings fulfil a central and indispensable function in this new media world," commented the Chairman of the ARD/ZDF Media Commission, Dr. Helmut Reitze, on the findings.
