Mobile boom but TV remains the most popular medium | Media Analysis | Business
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Even as consumers are set to spend 800 hours using mobile internet devices in 2019, television remains the biggest medium globally, according to research from advertising agency Zenith.

EE TV TV guide lifestyle shot 15 Nov 2016 sm The fifth edition of the Media Consumption Forecasts, which surveys changing patterns of media consumption since 2011, and forecasts how the amount of time people allocate to different media will change between 2019 and 2021, found that television has attracted 167 minutes of viewing each day in 2019. However, the study found that between 2014 and 2019, the average amount of time spent watching television has fallen from 171 to the current figure and that viewing is forecast to fall slowly to 165 minutes a day in 2021.

That said Zenith stressed that TV will remain the world’s favourite medium, accounting for a third of all media consumption in 2021, down from 35% in 2019.

“Mobile internet technology has expanded both the amount of time people spend with media, and what counts as media,” said Jonathan Barnard, head of forecasting at Zenith commenting on the findings of the Media Consumption Forecasts. “Media now means comparing prices on the high street, sharing jokes with friends and booking your next holiday, opening up new opportunities for brands to connect with consumers.”

“To take advantage of this abundance of media, brands need to communicate with consumers in the environments that best matches their values, and at the times when consumers are ready to move along the path to purchase,” added Matt James, Zenith’s global brand president. “This requires investing in talent and technology to unlock the value of data and create personal brand experiences.”