As the platforms we can use to consume media increase, the competition for our attention increases. The latest Touchpoints research provides insight into current media consumption patterns and how they are changing.
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We spend 8 hours and 8 minute per day consuming media, this is less than a 1% increase from 2018.
94% of adults consume two or more media platforms in the same half hour each week.
Peak times for media consumption
Peak times for reading news brands are still in the morning and around lunchtime.
Digital media content is accessed throughout the day and we are exposed to out of home as we travel around.
Peak times for watching television/video and cinema are still in the evening.
Media consumption by weekly reach and hours
OOH is the second largest medium with a weekly reach of 100% and 3 hours and 1 minute per day of exposure.
Radio/audio takes third place with a weekly reach of 91% and average daily hours of 2 hours and 23 minutes. Year on year, radio/audio has maintained its reach but increased average daily hours from 2 hours 18 minutes in 2018 to 2 hours 23 minutes in 2019, an increase of 4%.
Listening to online streaming services e.g. Spotify, Apple Music etc. has shown significant growth in 2019 with adult weekly reach now standing at 33% (28% in 2018). 15 – 34s reach is now 57% (up from 51% in 2018).
Social networking/messaging is now the fourth largest medium for adults with 80% weekly reach (down from 87% in 2018) and average hours a day of 2 hours and 32 minutes (up from 2 hours and 29 minutes in 2018).
For social media Facebook still reaches 60% of adults each week (62% in 2018), with 42% of adults using Facebook Messenger. The weekly reach for Facebook for 15 – 34s has also declined from 81% in 2018 to 76% in 2019.
Instagram has increased its weekly reach from 24% in 2018 to 28% in 2019.
Whatsapp has also increased from 48% in 2018 to 53% in 2019.
With us wherever we go
Mobile phones are the device of choice for both adults and 15 – 34s (87% for all adults and 99% for 15 – 34s).
Desktops/laptops are the next favoured device with 79% of all adults and 86% of 15 – 34s personally using them. Tablets are used by 49% of adults and 43% of 15 – 34s (a very slight decline on 2018).