People are spending more time consuming media but despite a rise in multitasking, usage of traditional media, including television, is falling, according to a new report from media buyer ZenithOptimedia.
In the U.S., the average number of minutes consuming media per individual is expected to rise to 620.4 minutes per day, up 0.4%, close to the high of 620.8 minutes set in 2012. By 2017, Zenith expects daily consumption to continue to rise, reaching 625.3 minutes per day in 2017.
Usage of traditional television is in decline. Consumers viewed 325.4 minutes per day on TV sets in 2010. In 2014 it was 308.1 minutes and Zenith forecasts consumption falling 3% to 299.6 minutes this year and dropping to 289.1 by 2017. Those numbers do not include TV being watching on computer screens, tablets or smartphones, so the figures underestimate the influence TV has.
Instead Zenith attributes most digital viewing to its internet TV platform category, which is growing rapidly, from 85.9 minutes per day of consumption in 2010 to 154.9 minutes in 2014. Zenith expects consumption on the Internet to rise 11% to 172 minutes in 2015 and 199.8 minute in 2017.
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