PQ Media Study: Mobile Audio Leads Rapid Digital Media Usage Growth
February 3, 2016 at 4:01 AM (PT)
PQ MEDIA's annual Global Consumer Media Usage & Exposure Forecast on traditional and digital media usage projects a 7.3% compound annual growth rate for digital media usage in the 2014-19 period, averaging 23.9 hours per week by 2019, which is over double the 2009 usage. U.S. digital media usage rose 9.6% in 2014 and 7.1% in 2015 to 18 hours per week, which the study says was the result of more smartphone and tablet penetration, the introduction of new gaming consoles, and the impact of major political and sporting events.
Digital media usage represented 27.7% of overall U.S. media consumption in 2015; it was at 17.3% in 2009. Among all digital media channels, mobile audio grew the most in 2015, with usage jumping 33.5% behind the growth of SPOTIFY and other music subscription services. Mobile video usage rose 26.9%.
But use of traditional media fell 2.4% in 2015 to 46.8 hours per week, and the report projects a 2.1% compound annual decrease, off over 10 hours per week. TV, including digitally-delivered programming, is still the largest medium of all, with the average consumer watching 32.4 hours per week, 50.2% of all media consumption. However, PQ projects that TV will drop below the 50% mark by next year, which would be the first time since 1953, when radio dominated, that television did not represent the majority of all media consumption.
“Increasingly, online and mobile media usage is being driven by the digital brand extensions of traditional media, driving up overall media usage as more content is repurposed for digital devices, such as Internet and mobile video streaming of TV programs and movies; online radio stations; web-based multiplayer editions of console videogames; and mobile newspaper and magazine apps,” said PQ MEDIA Pres./COO PATRICK QUINN.