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Individuals in France, Germany and the UK, the three countries studied by research firm eMarketer, are spending increasingly more time with media, largely as a result of media multitasking on smartphones. In the first forecast of media time spent in those countries, eMarketer estimates that adults in France will average 10 hours, 8 minutes per day using major media in 2016—37 minutes more than UK adults and 22 minutes more than adults in Germany, as explored in an eMarketer report, Time Spent with Media in France, Germany and the UK: eMarketer’s Estimates and Forecasts for 2013–2018.
Because eMarketer counts each minute of media consumption time regardless of whether it is simultaneous with any other media, total media consumption time continues to grow, even as the number of hours in a day remains the same.
Adults in France will spend an average of 10 hours 8 minutes per day using major media in 2016, up 14 minutes from 2015. Media multitasking, especially via mobile devices, will be responsible for this growth. By 2018, average daily time spent with media will total 10 hours 27 minutes.
TV still plays a prominent role for adults in France, with 3 hours 50 minutes of daily usage expected in 2016 and next year. However, 2017 will mark an inflection point in France’s media landscape, with daily digital time surpassing that of TV for the first time.
In Germany, adults will spend an average of 9 hours 46 minutes a day using media in 2016, eMarketer estimates, a gain of 10 minutes from 2015. The surge in time spent with mobile devices will be the main driver for this increase.
Daily time spent with non-voice mobile activities in Germany will climb to 2 hours this year, compared to just 1 hour 9 minutes in 2013. Additionally, 2016 will mark the first time that average daily time spent with mobile internet surpasses time spent with Internet on desktop/laptop computers.
Despite the rapid increase of digital media consumption in Germany, traditional channels will continue to account for the bulk of adults’ daily media time through 2018. TV, print and radio will command 64 per cent of total media time in 2016. In 2018, that share will slide to 61.4 per cent.
Compared with France and Germany, adults in the UK have been quick to embrace digital media. eMarketer estimates that UK adults will spend 4 hours 45 minutes per day consuming digital content in 2016, an increase of 17 minutes from 2015.
Digital time spent shows no signs of slowing down in the UK, with eMarketer projecting an increase of 13 minutes in 2017. Next year will mark the first time that daily time spent with digital media exceeds time spent with TV, radio and print.
Mobile is responsible for this shifting landscape. The average UK adult will dedicate nearly 2.5 hours per day to mobile nonvoice activities in 2016, accounting for more than one-quarter of total media time. These patterns are indicative of the more immersive and time-consuming activities that are popular on mobile devices, such as video viewing, social networking and gaming.