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Gracie Page
Emerging Technology Director at VMLY&R London

71% of internet usage now happens on mobile but TV still dominates global media consumption

Mobile internet consumption will rise by more than a quarter in 2016 across the globe, according to a new study.

Zenith’s Media Consumption Forecasts reports that desktop web consumption continues to fall mobile established itself as the dominant platform in 2015.

A total 71 per cent of internet consumption occurred on mobile, with Asia Pacific the most mobile friendly at 73 per cent followed by the US at 72 per cent.

Time spent with desktop internet will fall 15.8 per cent. All traditional media will shrink this year: cinema by 0.5 per cent, outdoor by 0.8 per cent, television by 1.5 per cent, radio by 2.4 per cent, newspapers by 5.6 per cent and magazines by 6.7 per cent.

Zenith found that there has been a 7.9 per cent increase in media consumption between 2010 and 2015.

“Mobile technology is transforming the way people around the world consume media, and is expanding overall media consumption,” said Jonathan Barnard, Zenith’s head of forecasting.

“It provides traditional media owners the opportunity to reach people and places they’ve never had access to previously, and gives consumers entirely new ways to find and enjoy compelling content.”

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