Media consumption has plateaued in the UK according to a new report from eMarketer.
According to the report, adults in the UK will spend half of their media time with digital.
Mobile will account for 32 per cent of media time this year – with UK adults expected to spend an average of 9 hours, 23 minutes each day watching, streaming, reading, and listening to media overall in 2018.
eMarketer says this is the first year of flat growth since it began tracking media time spent in the UK in 2012/2013.
“The way that people consume media will continue to change,” said eMarketer’s UK analyst, Bill Fisher.
"Many traditional habits are simply transitioning over to digital devices and platforms, while digital-only habits continue to proliferate. However, what’s apparent from this forecast is that UK adults have reached a plateau. While the media mix may ebb and flow, and it will increasingly flow toward mobile, adults’ media consumption capacity has reached its peak.”