Time spent on digital media to overtake TV

March 17, 2014 7:00 pm

Time spent on digital media to overtake TV

By Robert Cookson, Digital Media Correspondent

The amount of time UK adults spend accessing digital media is forecast to surpass hours spent watching television for the first time this year – reflecting big changes in consumer habits.

The average adult will spend 3 hours 41 minutes a day consuming digital media through computers, tablets and mobile phones in 2014, an increase of 34 minutes from the previous year, according to new estimates from eMarketer, a research group.

Meanwhile, the amount of time spent watching television will remain roughly the same at 3 hours 15 minutes.

The rapid increase in digital media consumption – which includes everything from playing games to checking emails to watching online video clips – is largely driven by the rise of internet-connected mobile devices, including smartphones, tablets and feature phones.

“The really massive change going on right now is mobility,” said Ezra Palmer of eMarketer.

People will this year spend 1 hour 49 minutes a day on mobile devices, an increase of 30 minutes compared to last year.

While the use of mobile devices is climbing, use of desktop and laptops is levelling off. Time spent accessing digital media on laptops and desktops is forecast to reach 1 hour and 52 minutes this year, an increase of just four minutes from last year.

The shifts in media consumption are forcing big changes in the business of media and marketing.

Mark D’Arcy, a creative director at Facebook, said that traditional ways of advertising to the mass market are increasingly being replaced by more personalised campaigns.

However, the rapid growth of media content has made it increasingly difficult to capture the attention of consumers.

Marketing has also become more complex because of the rise of “simultaneous media consumption” – such as when someone uses a mobile device at the same time as watching television.

Mr Palmer of eMarketer said that the figures on changes to media consumption were “not a road map for marketers”, because an hour spent checking email, for instance, was not equivalent to an hour spent watching television.

But he added that while the time people spend watching broadcast television is roughly flat, watching videos online via services such as YouTube and Netflix is rising rapidly.

eMarketer compiled its forecasts using data from research companies, government agencies and company reports.


About bambooinnovator
Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (www.heroinnovator.com), the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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