Exposure to Outdoor Advertising Rises as Access to the Internet Changes Media Consumption Patterns
UNITED KINGDOM — According to ZenithOptimedia’s latest Media Consumption Forecast, traditional media platforms, such as newspapers, magazines, television, radio and cinema, are continuing to decline as access to Internet-based platforms multiply. The consumption of every traditional medium except outdoor (out-of-home advertising) fell between 2010 and 2014, directly because of competition from the Internet, and ZenithOptimedia forecast expects their decline to continue through 2017.
Newspapers have suffered the most from competition from the Internet, followed by magazines. Between 2010 and 2014 the average time spent reading newspapers fell by 25.6%, while time spent reading magazines fell 19.0%. Television consumption fell by just 6.0%. Between 2014 and 2017, ZenithOptimedia expects newspaper consumption to shrink by an average of 4.7% a year, while magazines and TV shrink at average rates of 4.4% and 1.6% respectively.
According to ZenithOptimedia, these figures only refer to time spent with media in their traditional forms, with printed publications and broadcast programs watched on television sets. Any time that consumers spend with broadcasters’ and publishers’ online brand extensions is included in the Internet total.
The Internet has propelled growth in overall media consumption, people around the world will spend more than eight hours a day consuming media this year. ZenithOptimedia’s report found that media consumption has risen to an average of 492 minutes a day in 2015, up 1.4% from 485 minutes a day in 2014, driven by the rapid growth in Internet use, which will increase by 11.8%.
ZenithOptimedia’s Media Consumption Forecasts report surveys the changing patterns of media consumption in 65 countries across the world, and assesses how the amount of time people allocate to different media will change between 2014 and 2017. The report looks at the amount of time spent reading newspapers and magazines, watching television, listening to the radio, visiting the cinema, using the Internet, and viewing outdoor advertising while out of the home.
Exposure to Outdoor Advertising On the Rise
The amount of time people are exposed to outdoor advertising, which includes digital billboards and digital out-of-home (DOOH) media, increased by 1.2% between 2010 and 2014, from 106.0 to 107.2 minutes a day. This is the result of several factors: more displays being built in public spaces, migration to cities in emerging markets, and consumers’ greater willingness to spend their leisure time out of the home as their disposable income recovered after the financial crisis. Between 2014 and 2017 we expect exposure to outdoor advertising to increase by 0.2% a year.
Additional findings from ZenithOptimedia’s Media Consumption Forecast include:
Television Still Dominates Global Media Consumption
Despite its recent relatively minor decline, television remains by far the most popular of all media globally, attracting 183.9 minutes of consumption a day in 2014. Internet consumption came a distant second at 109.5 minutes a day. Television accounted for 42.4% of global media consumption in 2010, and 37.9% in 2014. ZenithOptimedia forecast expects TV will still account for more than a third (34.7%) by 2017.
Internet Consumption to Grow at 10% a Year, Expanding Overall Consumption
Global media consumption increased from an average of 461.8 minutes a day in 2010 to 485.3 minutes a day in 2014, an increase of 5.1%, or an average of 1.2% a year. Over these years, the amount of time people spent using the internet nearly doubled from an average of 59.6 to 109.5 minutes a day, while time allocated to more traditional media shrank from 402.2 to 375.8 minutes. Mobile technology in particular has created new opportunities to consume media, by allowing people to access the Internet while out and about – shopping, commuting to work, waiting to meet friends, and so on.
ZenithOptimedia forecast says the amount of time spent consuming media around the world between 2014 and 2017 will increase by an average 1.4% a year, reaching 506.0 minutes in 2017. Meanwhile, Internet consumption will grow by 9.8% a year to reach 144.8 minutes a day. The Internet’s share of overall media consumption will rise from 12.9% in 2010 and 22.6% in 2014 to 28.6% in 2017.
Latin Americans spend the most time with media, people in Asia Pacific the least
Media consumption is highest in Latin America, where people spent an average of 744 minutes consuming media in 2014, and lowest in Asia Pacific, where consumption averaged just 301 minutes that year. Time spent consuming media in Asia Pacific is growing well ahead of the global average, however, as economic development gives people access to more media, and more leisure time in which to consume them: media consumption expanded by 6.7% in 2014. ZenithOptimedia forecast is calling for an average annual growth of 2.9% to 2017.
“The average person already spends half their waking life consuming media,” said Jonathan Barnard, ZenithOptimedia’s Head of Forecasting. “But people around the world are clearly hungry for even more opportunities to discover information, enjoy entertainment and communicate with each other, and new technology is supplying these opportunities. Technology also enables brands to communicate with and learn from consumers in new ways. We expect media consumption to continue to grow for the foreseeable future, multiplying the opportunities for brands to develop relationships with consumers.”
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