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How much time do Ukrainians spend on media consumption?

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This year people around the world will spend 9 hours per day on media.

A new “Media consumption” forecast, prepared by ZenithOptimedia, shows that an average citizen of our planet will spend 492 minutes a day on Mass media anyhow in 2015, and not 485 minutes as in the past year. That is more by 1.4%. Such an increase in attention to the media is due to the Internet, on which people will spend more time by 11.8%.
The “Media consumption” study covers 65 countries, including Ukraine. Its goal is to find out the amount of time and the media people spend their time on, as well as to study out the way of this behavior’s changing in the coming years. Regular reports will show the amount of minutes spent on people’s reading printed versions of newspapers and magazines, watching TV, listening to the radio, surfing the Internet, frequency of going to the movie and the amount of outdoor advertising they can see.

People will spend more time on the Internet by 10% from year to year

The media consumption in the world increased from 461.8 minutes a day in 2010 up to 485.3 minutes in 2014. That is more by 5.1%. During these years people started spending almost twice more time on the Internet (it was 59 minutes, and became 109.5), and less time on the traditional Mass media, i.e 402.2 minutes in 2010 dropped to 375.8 minutes in the last year. We shall note that a significant role in this process is played by mobile technologies that allowed people to have Internet access outside their home and office, while shopping, going to work, waiting for friends, etc.
ZenithOptimedia forecasts that in 2014 – 2017 the time spent by people on media will increase by 1.4% annually and worldwide, and it will reach 506 minutes a day in 2017. At the same time, the humanity will spend more time on the Internet by 9.8% annually. Thus, its share in the mixed media consumption will increase up to 22.6% in 2017.

Traditional Mass media lose out to Internet

Along with outdoor advertising other traditional media (newspapers, magazines, TV, radio and cinema) will lose the attention of consumers in the coming 3 years.
The greatest losses will be incured by newspapers and magazines, as people will spend less time on them by 25.6% and 19% respectively. TV will drop by 6%. We shall note that these figures refer only to the time spent on paper versions of the print Mass media and on watching TV broadcasts. The time spent on watching the same articles / TV programs online is accounted for Internet.

The impact of outdoor advertising grows

The amount of time, when people succumb to the outdoor advertising’s influence, increased by 1.2% in 2010 – 2014, i.e. from 106 to 107.2 minutes a day. This happened due to the concurrence of several factors, i.e. more spaces are located in public places, the trend of spending more time outdoors, recuperation of people’s purchasing power after the global crisis. Therefore, it is anticipated the extension of outdoor advertising’s impact by 0.2% per year in 2014 – 2017.

Television dominates in the global Mass media consumption as before

Television actually remains the most popular mass media all over the world, keeping 183.9 minutes per day of the people’s attention in 2014. This is 37.9% of the time spent by people on Mass media. It’s more than likely that TV will gain over a third of human attention, captured by Mass media, in 2017, i.e. 34.7%.

Ukraine

The consumption of all traditional media by Ukrainians has been reduced, and the time spent online has been increased like in other countries. But in view of improper Internet penetration, its growth doesn’t compensate sufficiently for the losses of other Mass media.
Therefore the general media consumption has reduced provisionally.
Mainly, the Internet replaces the traditional Mass media, and not complements them. Google’s Consumer Barometer evidences that just 28% of Ukrainians go online while watching TV. At the same time the online versions of videos and articles become more and more popular.
Three mobile operators obtained 3G-license, but the roll-out of networks has been still continuing. For sure, it slows down the spread of data consumption via mobile devices.
The media consumption is significantly distinct in various age categories. Ukrainians aged 16-35 watch TV and listen to the radio online twice as much than the senior citizens. And they read more publications online than in print media. They also watch less the traditional TV.
Ukrainian women watch more TV and read more press than men. The latter, instead, listen to the radio more than women.

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