Definitions
Notes on Methodology
Sample Size by Market
Global Trends in Media Consumption
Media Consumption by Age
National Differences in Media Consumption
Traditional vs Digital: TV, Radio and Press
More From Globalwebindex
CONTENT
INSIGHT REPORT SUMMARY |Q1 2017
globalwebindex
INTRODUCTION
The shift from traditional to digital media is much
discussed but rarely quantified. In this report,
GlobalWebIndex offers a unique perspective on
day-to-day media consumption behaviors by age
and across 34 markets – analyzing how much time
people are spending online, tracking the types of
media they are consuming and assessing the share
of time spent on digital vs traditional forms of
television, radio and print press.
In this summary version, we highlight key insights
and figures from our research. To read the full
version of this report, start a free trial with
GlobalWebIndex HERE.
In this report, we draw on our cross-media
consumption questions which ask internet
users to estimate how much daily time they
typically devote to the following activities:
INTERNET USAGE
Via PC/laptop/tablet
Via Mobile
TELEVISION
Linear
Online
RADIO
Traditional/Broadcast
Online
PRESS
Traditional Print Press/News
Online Press/News
SOCIAL NETWORKS / SERVICES
GAMES CONSOLES
As a result, all figures referring to time spent on these activities is based upon
self-reported estimates and the following definitions:
LINEAR TV
Television that is traditionally broadcast and watched in real-time.
ONLINE TV
Television that is streamed online or watched on-demand. This includes
usage of catch-up services like BBC iPlayer and TV streaming services like
Netflix.
BROADCAST RADIO
Radio channels that are traditionally aired and listened to in real-time.
ONLINE RADIO
Radio channels that are listened to online, typically via streaming.
TRADITIONAL PRINT PRESS
Physical, printed forms of press e.g. newspapers and magazines.
ONLINE PRESS
Press or news stories that are read online e.g. via news websites or apps.
DEFINITIONS
Less than 30 minutes0.25 hours
30 mins to 1 hour0.75 hours
1 to 2 hours1.5 hours
2 to 3 hours2.5 hours
3 to 4 hours3.5 hours
4 to 6 hours5 hours
6 to 10 hours8 hours
More than 10 hours10 hours
Do not use 0 hours
We use this data to create average amounts
of time spent on each activity per day in
2012, 2013, 2014, 2015 and 2016. To do
this, we assign a number of minutes to each
period of time (as shown below), multiply
this by the relevant universe figure and
then calculate the average. This generates
easily comparable data which enables us to
estimate total time spent across markets or
consumer segments.
Each year, GWI interviews over 350,000 internet users,
asking a wide range of questions about their lives,
lifestyles and digital behaviors.
To ensure that our research is reflective of internet
users, we set appropriate quotas on age, gender and
education – meaning that we interview representative
numbers of men vs women, of 16-24s, 25-34s, 35-
44s, 45-54s and 55-64s, and of people with secondary
vs tertiary education.
To do this, we conduct research across a range of
international and national sources, including the World
Bank, the ITU, the International Labour Organization, the
CIA Factbook, Eurostat, the US Bureau of Labor Statistics
as well as a range of national statistics sources,
government departments and other credible and robust
third-party sources.
Japan93
Netherlands93
United Kingdom92
UAE91
Sweden91
South Korea90
Canada88
Germany88
Belgium85
Hong Kong 85
France85
Australia85
Singapore82
Taiwan82
Ireland80
Spain79
United States75
Russia73
Malaysia71
Saudi Arabia70
Argentina69
Portugal69
Poland68
Italy66
Brazil59
Mexico57
Turkey54
Vietnam53
South Africa52
China50
Philippines41
Thailand39
India26
Indonesia22
NOTES ON METHODOLOGYINTERNET PENETRATION RATES
(ITU Internet Penetration Metric 2015)
Because internet penetration rates can vary significantly
between countries (from a high of 90%+ in parts of
Europe and North America to lows of c.20% in parts
of APAC), the nature of our samples is impacted
accordingly. Where a market has a high internet
penetration rate, its online population will be relatively
similar to its total population and hence we will see good
representation across all age, gender and education
breaks. Where a market has a medium to low internet
penetration, its online population can be very different
to its total population; broadly speaking, the lower the
country’s overall internet penetration rate, the more
likely it is that its internet users will be young, urban,
affluent and educated.
Please keep in mind that all figures given in this report
relate to the country’s internet users, not to its total
population.。