Global Media Habits 2010, an 8,000-word report with 24 charts and
14 Power Point-ready slides to download, can be purchased at
Ad Age Insights' latest white paper, Global Media Habits 2010, by
Greg Lindsay, is a look at how media are actually being consumed
around the world, divorced from business considerations. Here, 10
trends that are shaping media consumption in traditional and
emerging media markets.
1) Even relatively poor populations now consider TV a
In 2010, nearly half of Indian households have TV, up from less
than one-third in 2001. But in urban areas, that figure jumps to
96%. (Compare that to 7% of Indians who use the internet.) In
Kenya, the TV-penetration rate rose from roughly 60% to 70% from
2005 to 2009, even as the number of households measured increased
by nearly half. Even in the slums of Sao Paulo, TVs are the top
seller of Brazilian retail chain Casas Bahia, despite the fact that
residents tend not to have electricity or running water.
2) Despite the internet, we're watching more, not
The average American watched 280 minutes of TV each day in 2009,
more than four-and-a-half-hours worth and a three-minute increase
compared to the year before. A similar rise can be seen around the
world, where the average human being watched three hours and 12
minutes worth of TV a day.
3) What is the world watching? Football, 'American
Idol'-like contests and telenovelas.
The 2010 FIFA World Cup was the most watched TV event in
history, broadcast in every country (including North Korea) and
garnering an average audience of 400 million viewers per match.
More than one-third of Afghanistan tunes into "Afghan Star," that
country's version of "American Idol." And Brazil's Globo network
has broadcast locally produced soap operas since the 1970s, many of
which reach 80 million viewers.
4) The U.S. and Western Europe are losing newspaper
circulation, but the rest of the world is experiencing a newspapers
In both number of titles and circulation, Asia, Africa and Latin
America are climbing at an annual double-digit pace. And China and
India are now home to nearly half the world's top 100 dailies, with
the average newspaper boasting a circulation of 109,000 or more. In
India alone, the number of paid dailies has surged by 44%, to 2,700
titles since 2005, accounting for more than one-fifth of all
newspaper titles on the planet.
5) Here's why you need to keep an eye on
When it comes to time spent on the site, Facebook crushes all
rivals, with six hours vs. less than half that time for every other
site in the top 10.
Facebook's user base is 517 million people, 70% of whom live
outside the U.S. According to a DDB study of 1,642 international
Facebook users, the average self-avowed fan is 31 years old and
follows nine brands. Three-quarters (76%) have already pressed
"like" to signal they are a fan of a brand. In return, they expect
special treatment (95%) and are willing to advocate for the brand
if necessary (94%).
6) Cyber cafes are the entry for emerging market
populations to get online.
The innovation of "cyber caf?s" has helped spread internet use
in emerging markets. In South Korea, people can rent broadband
access for roughly 80 cents an hour, eliminating the need for
costly monthly subscriptions, and leading to Koreans' embrace of
social networking and multiplayer online gaming. Cyber cafes or
"warnets" have since spread to Indonesia, where only 5% of homes
have a PC; and to Brazil, where the cafes are known as "LAN houses"
and have hourly rates as low as $1.
7) BRIC leads for online video consumption.
Brazil, Russia, India, China and Indonesia are home to the most
avid consumers of online video. Internet users in China and
Indonesia, for example, were 26% more likely than the average user
globally to watch online video, while Indian viewers were 21% more
likely and both Russians and Brazilians were 11% more likely.
Increasingly, the internet will become TV. In 2009, one third of
all internet traffic was video. This year, that figure will climb
to 40%, on its way to a projected 91% by 2014, according to
8) Internet usage and penetration rates are hobbled by
access costs. Mobile isn't.
Only 81 million Indians (7% of the population) use the internet,
but six times as many (507 million) have mobile phones. The same
pattern is playing out worldwide. Witness PC vs. mobile penetration
rates for China (20% vs. 57%); India (4% vs. 41%); Brazil (32% vs.
86%); and Indonesia (5% vs. 66%).
9) Netbooks, e-readers, tablets will drive growth of
The proliferation of new screens, netbooks, e-readers and
tablets is expected to quadruple global IP traffic by 2014,
according to Cisco. By then, the equivalent of 12 billion DVDs will
be criss-crossing online monthly. The biggest growth driver is
video -- data-rich 3D and HD streams delivered to computers, TV
sets and to phones, which will lead global mobile traffic to double
every year for the foreseeable future.
10) For the foreseeable future, the forecast for the
planet's media habits is in a word, more.
Time spent with computers has tripled over the past decade among
kids age 8 to 18. The bulk of this group's time is spent on social
media, followed by games, video sites and instant messaging. The
average kid packs a total of 10 hours and 45 minutes worth of media
content into a daily seven and a half hours of media exposure. Just
think how this group will consume media in 10 years when they enter
the work world and start consuming in earnest.