The rise of mobile internet consumption is seeing all other media outlets decline, according to the latest Zenith report.
The second annual edition of ‘Media Consumption Forecasts’, which assessed how the amount of time people allocate to different media will change between 2016 and 2018, predicted that mobile internet consumption will increase by 27.7 per cent throughout 2016.
Zenith found that 71 per cent of internet consumption is now mobile, with consumers spending an average of 86 minutes a day using mobile internet, compared to 36 minutes using desktop internet.
The report forecasted that desktop internet usage will fall by 15.8 per cent in 2016. As for other outlets, it predicted that cinema would drop by 0.5 per cent, outdoor by 0.8 per cent, TV by 1.5 per cent, radio by 2.4 per cent, newspapers by 5.6 per cent and magazines by 6.7 per cent.
“Mobile technology is transforming the way people around the world consume media, and is expanding overall media consumption,” said Jonathan Barnard, Zenith’s head of forecasting.
“It provides traditional media owners the opportunity to reach people and places they’ve never had access to previously, and gives consumers entirely new ways to find and enjoy compelling content.”
Zenith added that, despite its recent decline, traditional television remains by far the most popular of all media globally, attracting 177 minutes of consumption a day in 2015. In the same year, internet consumption averaged 110 minutes a day.