British adults spend 7 hours and 56 minutes a day consuming media, with TV dominating that time.
The figures are from the IPA Touchpoints 2017 report which says overall media consumption has risen nine per cent from 2016 and 13 per cent from 2005. Furthermore, 2005 saw 79 per cent of adults consume two or more media in the same half hour once a week – this has now risen to 92 per cent in 2017. In addition, more than 26 per cent of all adults consume more than three different media in any half hour.
TV and video tops the list on the basis of hours viewed at 4.35 hours, following is out of home placements at 3.28 hours, radio and audio placed third at 3.9 hours. Social media (2.53), cinema (2.16), internet (2.14), newsbrands (1.1) and magazines (0.5) follow.
The research also revealed that more than half of the British public (54 per cent) watch video between 9-10pm on an average week night. Netflix makes up a significant amount of this figure with 19 per cent of adults watch it for an average of two hours a week.
More than three quarters of adults are using social media and/or instant messaging each week says the report, with cumulative time spent now at an average of 4.43 hours.