Decline in Media Time Across Most Formats
According to GWI data for the first half of 2024 (H1 2024), global media consumption decreased across nearly all categories compared to H1 2023. The notable exception was mobile media, which maintained steady usage levels. This trend underscores the dominance of mobile as a preferred medium in the digital age.
Implications for Advertisers
Despite the slight declines in media time for most formats, the changes were not significant enough to prompt advertisers to overhaul their budget allocations. Print media, however, saw a more pronounced decline, further emphasizing its diminishing relevance in today’s media landscape.
Mobile Media: The Centerpiece of Consumer Attention
Mobile continued to dominate as the most consumed media format globally. Its sustained popularity is reflected in robust forecasts for mobile ad spending. According to projections from March 2024, mobile advertising spend is expected to grow by 12.3% in 2025, reaching $561.04 billion. This growth highlights the increasing reliance of marketers on mobile channels to reach their audiences effectively.
Leveraging Data for Strategic Decisions
Marketers can use these insights to guide strategic decisions regarding advertising investments:
- Advocate for Mobile Advertising: The data reinforces the importance of prioritizing mobile channels in advertising strategies.
- Emphasize Digital Formats: With digital media’s prominence, aligning budgets with this trend can enhance campaign effectiveness.
- Budget Benchmarking: The trends can serve as a reference point for planning 2025 media budgets, ensuring alignment with global consumption patterns.
Related Reports and Resources
The findings are part of broader research captured in the following reports:
- The Global Media Intelligence Report 2024
- 7 Charts That Define Digital Markets in 2024 and Beyond
These resources provide additional insights into evolving digital markets, consumer behaviors, and global media trends.
GWI Methodology: A Closer Look
The data comes from GWI’s comprehensive quarterly research program. Here’s how they collect and analyze their data:
- Sample Demographics: GWI surveys internet users aged 16-64 in over 49 countries. The sample sizes vary, with a minimum of 1,250 respondents per quarter in smaller markets and up to 25,000 in larger markets like the US and China.
- Survey Design: Respondents answer a combination of short mobile surveys (approximately 70 questions) and longer surveys offered via various devices.
- Data Aggregation: Self-reported data is aggregated to calculate average media consumption times.
- Representation and Weighting: The data set is weighted to reflect internet user demographics within each country, accounting for variations in age, gender, and education levels.
Key Insights from GWI’s Methodology
- Regional Variations: In countries with high internet penetration (e.g., Australia, North America, much of Europe), survey samples closely mirror the general population. However, in regions with lower penetration (e.g., parts of Latin America, Asia-Pacific, Middle East, and Africa), the samples skew younger, more urban, and more educated.
- Device-Specific Insights: The dual-survey approach (short mobile and longer multi-device surveys) ensures robust representation across different user profiles.
- Question Routing: Surveys are designed to avoid overburdening respondents, ensuring high-quality data.
Strategic Takeaways for Advertisers and Marketers
The data highlights critical opportunities for advertisers:
- Prioritize Mobile: Mobile’s dominance makes it the cornerstone of future media strategies.
- Adapt to Evolving Formats: As traditional formats like print decline, reallocating budgets to mobile and digital channels can maximize ROI.
- Leverage Research for Precision: Marketers can refine their campaigns using the granular insights provided by GWI’s detailed methodology.
Final thoughts
The media consumption landscape in H1 2024 signals a continued shift towards mobile-first strategies. With mobile advertising set for significant growth, marketers must align their efforts with these trends to stay ahead. Additionally, GWI’s comprehensive data collection and analysis provide a valuable framework for understanding consumer behaviors and optimizing media budgets for maximum impact.