Zenith Media Expects Mobile Internet Consumption To Grow 28% In 2016

Expects Radio To Shrink 2.4%

The amount of time people around the world devote to using mobile internet will increase by 27.7% this year, driving a 1.4% increase in overall media consumption, according to ZENITH’s Media Consumption Forecasts published TODAY (6/14). The consumption of all other media – including desktop internet – will decline by 3.4% in total.

This is the second annual edition of the Media Consumption Forecasts, which surveys changing patterns of media consumption and assesses how the amount of time people allocate to different media will change between 2016 and 2018. The report looks at the amount of time spent reading newspapers and magazines, watching television, listening to the radio, visiting the cinema, using the internet, and viewing outdoor advertising while out of the home. This edition covers 71 countries across the world, up from 65 last year.

71% Of Internet Consumption Is Now Mobile

Desktop internet consumption grew rapidly in the early years of this decade, peaking at 52 minutes a day in 2014, up from 36 minutes a day in 2010. But desktop consumption is now in decline as users switch to mobile devices. In 2015 mobile overtook desktop to become the primary means of accessing the internet, and this year we forecast that people across the world will spend on average 86 minutes a day using mobile internet, compared to 36 minutes using desktop internet. This means that 71% of internet consumption will be via mobile. The region most heavily skewed towards mobile internet consumption is ASIA PACIFIC, where 73% of internet consumption is mobile, closely followed by NORTH AMERICA, where the mobile share is 72%.

Mobile Internet Grows While All Other Media Decline

Mobile internet consumption is now growing at the expense of all other media. ZENITH forecasts that the average time spent with mobile internet globally will grow 27.7% this year, while time spent with desktop internet will fall 15.8%. All traditional media will shrink this year: cinema by 0.5%, outdoor by 0.8%, television by 1.5%, radio by 2.4%, newspapers by 5.6% and magazines by 6.7%.

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