Zenith: 26% of media consumption will be mobile in 2019
Mobile internet use will account for 26% of global media consumption in 2019, up from 19% in 2016, according to new research by Zenith.
Globally, people will spend an average of 122 minutes a day accessing the internet on mobile devices - an amount that has grown from just ten minutes a day since 2010.
Mobile internet consumption increased at an average rate of 44% a year between 2010 and 2016, driven by the spread of mobile devices, better tech and greater availability of mobile-adapted content. However, the growth rate is slowing, and with it the growth in media consumption overall, Zenith states.
Some of the extra consumption time was cannibalised from traditional media, but the spread of mobile technology has given a boost to overall media consumption by allowing users to access more media while on the move.
The average person spent 456 minutes consuming media in 2016, up from 411 minutes in 2010 - an average increase of 2% a year.
Despite the rapid rise of the internet, traditional media - printed newspapers and magazines, broadcast television and radio, cinema and outdoor advertising - will still account for 69% of global media consumption in 2017.
People will spend an average of 316 minutes a day with traditional media this year, down from 364 in 2010.
Traditional, broadcast TV is still the largest single medium by consumption time, averaging 170 minutes of viewing per day this year, compared to 140 minutes for the internet, and Zenith expects it remain dominant for the rest of its forecast period.
“Mobile technology has thoroughly disrupted consumers’ media habits in less than a decade,” said Jonathan Barnard, head of forecasting at Zenith.
“The pace of change is now slowing - at least until the next disruptive technology takes off.”