Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Business News

Traditional vs. digital media consumption rates shifting

Social media consumption is on the rise and the trend is expected to continue according to the latest report from the Global Web Index.

social media

social media

Median consumption behaviors are changing

Global Web Index (GWI) has released their annual report detailing the difference in media consumption behaviors from consumers. It examines how media consumption is evolving globally, across age groups, and between countries. It also gives insight into how traditional media forms, like radio, television, and press, differ from those online.

Consumers were asked to estimate how much time they devoted daily to the following activities: internet usage (PC, laptop, tablet), television, radio (traditional or online), press (traditional print and online), gaming (via consoles), and social networking.

On a typical day, internet users now spend over six hours online

Smartphones are becoming ever more prominent within this; since 2012, daily time using the mobile web has jumped from 1.24 to 2.01 hours, with the share of internet time captured by smartphones rising from 22% to 33%. In regard to age, 16-24s are the heaviest daily users of the mobile web, clocking up 3.25 hours.

Compare this to the 55-64 age group who only clocks a modest 0.58 hours and we can begin to understand why mobile usage is on the rise: the younger generation enjoys their mobile devices.

Traditional still beats digital

Surprisingly, traditional media remains ahead of digital in just seven of GWI’s 34 markets. The US, Australia, France, the Netherlands, Belgium and Germany are the only countries rebelling against the global digital trend, at least in terms of media consumption.

Advertisement. Scroll to continue reading.

American consumers, in fact, watch more television than their counterparts in any other market. Elsewhere, the relative lack of enthusiasm for social networking is a major contributor.

The least surprising statistic in the report, at least in my opinion, is the time consumers spend on social networking has increased from 1.61 hours to 1.77 hours. This makes it by far the most popular online activity accounting for nearly 30% of online time.


Jennifer Walpole is a Senior Staff Writer at The American Genius and holds a Master's degree in English from the University of Oklahoma. She is a science fiction fanatic and enjoys writing way more than she should. She dreams of being a screenwriter and seeing her work on the big screen in Hollywood one day.



  1. lethbridge reator

    October 10, 2015 at 11:26 pm

    one has to wonder where this is all headed and if these trends can continue. The more people get immersed in online social networks the less offline social networking they actually do. It would be ironic if it wasnt also such a sad trend.

  2. Pingback: Traditional vs. Digital PR | Kristina Brunvall

Leave a Reply

Your email address will not be published. Required fields are marked *


American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.




Social Media

TikTok is making a shift to cement the platform as the most attractive spot for sponsored creators ("talent").

Social Media

(Social Media) Reddit's UI hasn't always been super intuitive. 'Deck for Reddit' organizes your feed into themed columns, making it way more user-friendly.

Tech News

Creeping, stalking, checking...whatever you call it, we all do it. Here's how to look at a LinkedIn profile privately.

Social Media

Social media censorship has been a hot topic across the board, but now the federal court upholds free speech rights in TX by law.

The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.