Traditional media to remain dominant while mobile strives ahead, says Zenith Media

Traditonal media still reigns in media consumption, says Zenith

Traditional media will still reign, accounting for 69% of global media consumption in 2017, according to Zenith Media Consumption forecasts.

Mobile internet use will rise to 26% of global media consumption in 2019, up from 19% in 2016, but still falling short in dethroning traditional media such as newspapers, magazines, broadcast TV, radio, cinema and outdoor advertising.

These traditional media owners have launched their online efforts, which were counted as internet operations in this report. Despite traditional media consumption falling 13% over the last seven years, the online efforts have helped in recapturing some of the lost time on the internet.

Mobile internet consumption has increased on average of 44% a year between 2010 and 2016, driven by the spread of mobile devices, improvements in technology and abundance of mobile-adapted content. While some of the consumption was cannibalised from traditional media, the spread of mobile has boosted overall media consumption by providing more access. A person on average spent 456 minutes consuming media in 2016, up from 411 minutes in 2010, an average increase of 2% a year.

However, since the proliferation of mobile devices has made it a central tenet of our everyday lives, future growth is slowing, and with it the boost to overall media consumption. Mobile internet use grew 25% in 2016, down from 43% growth in 2015, with a further slowing to 17% in 2017, according to the report. Overall media consumption is now expected to be static in 2017, with growth of less than 1% a year to 2019.

Mobile internet use now accounts for 71% of all Internet use, with forecasts of 71% of all Internet consumption to be mobile in 2017. North America (76%) and Asia Pacific (75%) have embraced mobile Internet use the fastest, according to Zenith.

TV remains the king of media consumption, averaging 170 minutes of viewing per day, compared to 140 minutes for the internet. TV is expected to retain its crown till 2019, however the 30 minutes gap between TV and internet is expected to narrow to just seven minutes in 2019.

“Mobile technology has thoroughly disrupted consumers’ media habits in less than a decade. The pace of change is now slowing – at least until the next disruptive technology takes off,” said Jonathan Barnard, head of forecasting at Zenith.

“Consumers now expect to be able to communicate and transact with brands at the time and place of their choosing. Brands need to respond to and anticipate changes in media behaviour, to build stronger and more durable relationships with consumers and expand their business,” said Vittorio Bonori, global brand president, Zenith.