Page 14 - AeM_June_2017

RESEARCH, ANALYSIS & TRENDS

Zenith’s Media Consumption Forecast 2017

According to Zenith's latest Media Consumption Fore- As said, now that mobile devices have become the fo-
cast, 71 % of the total Internet consumption will be allot- cal point of media consumption, the increase in mobile
ted to mobile this year, whereby the largest growth rates web consumption is flattening. By way of comparison:
are expected in North America (75%) and the Asia Pa- in 2015, the growth of mobile Internet use was 43%,
cific region (75%). 2016 just 25%, and for the current year the experts ex-
pect an increase of "only" 17%.
It is even forecasted that by 2019 a quarter of the
world's total media consumption will be spent on the Despite these developments, 69% of the world's media
mobile Internet. Worldwide, people will then use the mo- consumption continues to be allotted to traditional me-
bile web via browsers and apps 122 minutes a day, dia. Zenith’s report states that the world population will
which is an enormous growth, considering that in 2010 it spend 316 minutes a day with newspapers, magazines,
was only ten minutes. television, radio, cinema and outdoor advertising this
year. TV remains dominant with media consumers sit-
Due to the strong growth in mobile media usage in the ting 170 minutes a day in front of the TV this year, alt-
past few years, however, the rate of increase is flatten- hough the gap between TV and Internet consumption is
ing out a bit. Between 2010 and 2016, mobile consump- expected to shrink from 30 minutes this year to just
tion grew by an average of 44% annually due to the seven minutes in 2019.
spread of mobile devices. The average media consump-
tion between 2010 and 2016 grew from 411 minutes per Zenith’s Media Consumption Forecast is investigating
person to 456 minutes, which equates to an annual in- media usage in 71 countries since 2010.◊
crease of 2%. By MediaBUZZ

14 June 2017 - Mobile Marketing & Apps