Global Media Consumption: The Digital Reality

March 2013

INTRODUCTION

• Introduction to the GlobalWebIndex

• How do we measure time spent across different media?

• Analysis of global media consumption

• Wrap up and key insights

METHODOLOGY: QUESTION FORMAT

The majority of the data in this report comes from the sub-category “Cross Media Consumption” and question series “Time Spent”. The core time spend question is designed as follows:

Watching TV

Reading Physical Press

Listening to Radio

Online via PC/Laptop/Tablet

Watching Online TV

Reading Online Print / Press

Listening to Online Radio

Social Networking

Micro-Blogging

Blogging

“How many hours do you spend doing X on a typical day?”

Online via Mobile

Playing Games Consoles

Less than 30 minutes

30 minutes to 1 Hour

1 to 2 Hours

2 to 3 Hours

3 to 4 Hours

4 to 6 Hours

6 to 10 Hours

More that 10 Hours

Do not use

Time Spent on Other Online Activities = Total Time Spent

Online -Watching Online TV

Reading Online Print / Press

Listening to Online Radio

Social Networking

Micro-BloggingBlogging

Combined consumption time of:

METHODOLOGY: CALCULATING AVERAGES

Less than 30 minutes

30 minutes to 1 Hour

1 to 2 Hours

2 to 3 Hours

3 to 4 Hours

4 to 6 Hours

6 to 10 Hours

More that 10 Hours

Do not use

We use this data to create averages based on time multiples calculated at a respondent level and then aggregated. This provides clear, comparable data and enables an estimation of total media day across a total market or consumer segment

0.25 hours

0.45 hours

1.5 hours

2.5 hours

3.5 hours

5 hours

8 hours

10 hours

0 hours

=

C R O S S P L AT F O R M T I M E

March 2013

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”

GLOBAL TIME SPENT: Digital is 57% of daily media time I Social 48% of online.

42%

12%

23%

11%

5%6%

Online PC Online Mobile TV Radio

Physical Print Games Consoles

9%

9%

10%

27%12%

9%

24%

Online TV Online RadioOnline News Social NetworkingMicro-Blogging Blogging Other

10.7 hours of MEDIA TIME per day 5.6 hours of DIGITAL TIME per day

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by share of online.

TRADITIONAL VS ONLINE TIME SHARE: 23 out of 31 markets have higher digital share

Nethe

rland

s

Germ

any

Franc

e

Poland UK

USA

Argen

tina

Austra

lia

Sweden

Canad

aSpa

inIta

ly

Japa

n

Turke

yBra

zil

Hong

Kong

Russia

Thaila

nd

South

Kor

ea

South

Afri

ca

Saudi

Arabia

Taiwan

Indo

nesia

Mex

icoIn

dia

Singap

ore

Philipp

ines

Vietna

m

Mala

ysia

China

UAE0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

Offline Online

Online share greater than traditional

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total media time.

TOTAL MEDIA TIME: Emerging markets spend more time with media - Traditional & digital

Japa

n

South

Kor

ea

Germ

any

China

Franc

e

Sweden

Austra

lia

Canad

aIn

dia

Nethe

rland

s

Taiwan UK

Spain

Russia Ita

ly

Singa

pore

Turke

y

Hong

Kong

Vietn

amUAE

Polan

d

Mex

icoUSA

Saudi

Ara

bia

Indo

nesia

South

Afri

ca

Brazil

Philip

pine

s

Thaila

nd

Mal

aysia

Argen

tina

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

TV Radio Physical Print Games Consoles Online PC Online Mobile

Ave

rage

Hou

rs P

er D

ay

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total media time.

TOTAL MEDIA TIME SHARE: In China only 35% of the media time is spent in traditional media

Japa

n

South

Kor

ea

Germ

any

China

Franc

e

Sweden

Austra

lia

Canad

aIn

dia

Nethe

rland

s

Taiwan UK

Spain

Russia Ita

ly

Singa

pore

Turke

y

Hong

Kong

Vietn

am UAE

Polan

d

Mex

icoUSA

Saudi

Ara

bia

Indo

nesia

South

Afri

ca

Brazil

Philip

pine

s

Thaila

nd

Mal

aysia

Argen

tina

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TV Radio Physical Print Games Consoles Online PC Online Mobile

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total media time.

INTERNET SHARE: In some markets, mobile makes up over 30% of internet time

Japa

n

South

Kor

ea

Germ

any

China

Franc

e

Sweden

Austra

lia

Canad

aIn

dia

Nethe

rland

s

Taiwan UK

Spain

Russia Ita

ly

Singa

pore

Turke

y

Hong

Kong

Vietn

am UAE

Polan

d

Mex

icoUSA

Saudi

Ara

bia

Indo

nesia

South

Afri

ca

Brazil

Philip

pine

s

Thaila

nd

Mal

aysia

Argen

tina

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Online PC Online Mobile

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total online time.

“Other” is a calculated time variable: (“Online via PC” OR “Online via Mobile”) – (All Online behaviours combined)

TOTAL ONLINE TIME: Huge variation in behaviour patterns by market

Japa

n

Germ

any

Nethe

rland

s

Franc

e

Austra

lia

Sweden UK

South

Kor

ea

Canad

a

Spain

Italy

Russia

Polan

d

Turke

y

Hong

Kong

Taiwan

Indi

aUSA

China

Singa

pore

Vietn

amBra

zil

Argen

tina

South

Afri

ca

Saudi

Ara

bia

Mex

ico

Thaila

nd

Indo

nesia

UAE

Philip

pine

s

Mal

aysia

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

Online TV Online Radio Social Networking Micro-Blogging Blogging Online News Other

Ave

rage

Hou

rs P

er D

ay

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total online time.

“Other” is a calculated time variable: (“Online via PC” OR “Online via Mobile”) – (All Online behaviours combined)

TOTAL ONLINE TIME: Social increasingly dominates internet time in most markets

Japa

n

Germ

any

Nethe

rland

s

Franc

e

Austra

lia

Sweden UK

South

Kor

ea

Canad

a

Spain

Italy

Russia

Polan

d

Turke

y

Hong

Kong

Taiwan

Indi

aUSA

China

Singa

pore

Vietn

amBra

zil

Argen

tina

South

Afri

ca

Saudi

Ara

bia

Mex

ico

Thaila

nd

Indo

nesia

UAE

Philip

pine

s

Mal

aysia

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Online TV Online Radio Social Networking Micro-Blogging Blogging Online News Other

GlobalWebIndex Q4 2012

SEB VS TIME SPENT ONLINE: Direct relationship between the two

20 30 40 50 60 70 80 90 1003

3.5

4

4.5

5

5.5

6

France

Germany

Italy

Netherlands

Poland

Russia

SpainSweden

UK

Argentina

Brazil

Canada

China

Hong Kong

India

Indonesia

Japan

Malaysia

Mexico

Philippines

Saudi Arabia

Singapore

South Africa

South Korea

Taiwan

Thailand

Turkey

UAEUSA

SOCIAL ENGAGEMENT BENCHMARK

AV

ER

AG

E T

IME

SP

EN

T O

NL

INE

VIA

AN

Y D

EV

ICE

PE

R D

AY

(H

OU

RS

)

Average Time Online V Social Engagement Benchmark (SEB Score)

More Socially Engaged

GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”.

“Other” is a calculated time variable: (“Online via PC” OR “Online via Mobile”) – (All Online behaviours combined)

EXPLORING DEMOGRAPHICS MEDIA TIME: Young groups rejecting TV

16 to 24 25 to 34 35 to 44 45 to 54 55 to 640.00

2.00

4.00

6.00

8.00

10.00

12.00

Average Time

RadioGames ConsolesPhysical PressTVOnline on mobileOnline on PC/Tablet/Laptop

16 to 24 25 to 34 35 to 44 45 to 54 55 to 640%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Time Share

RadioGames ConsolesPhysical PressTVOnline on mobileOnline on PC/Tablet/Laptop

S U M M A RY A N D I M PA C T S

March 2013

KEY LEARNINGS AND IMPACTS FOR BRANDS

• Digital increasingly dominates time, and online marketing must gain a bigger share of the advertising pie, not just in mature, high-penetration markets but in every market;

• Social media dominates many internet markets and should be the central component of a brand’s digital strategy, especially due to its increasing effects on other parts of the digital journey such as search marketing and brand websites. This is even more compelling in fast-growth internet markets such as Brazil, China and Indonesia;

• Traditional media is not dead; it exists in parallel, and this points to the need for holistic, integrated communications strategy. Increasingly, however, this strategy needs to be digital first;

• Mobile makes up over 30% of internet time in leading mobile internet markets. We can no longer just think of the internet as a browser on a PC;

This means going beyond banners and micro-sites to develop mobile first content and apps

It also means employing multi-platform measurement, content and buying strategies

• There is a clear path for the digitisation of content with news being followed by radio and now TV. It is clear that the internet will be the primary.