The average time global consumers spent reading newspapers shrank by 25.6 per cent between 2010 and 2014, according to research from Zenith Optimedia.
The ‘Media Consumption Forecasts’ report surveyed the changing patterns of media consumption in 65 countries, finding that people spend an average of 492 minutes a day consuming media in 2015.
In the four year window, internet use grew by 11.8 per cent, whereas traditional media consumption (i.e. newspapers, magazines, television, radio and cinema) decreased from 402.2 to 375.8 minutes.
Global newspaper consumption and paper reading time was touted to continue its slump by 4.7 per cent a year until 2017.
Jonathan Barnard, Zenith Optimedia head of forecasting, said: “The average person already spends half their waking life consuming media but people around the world are clearly hungry for even more opportunities to discover information, enjoy entertainment and communicate with each other, and new technology is supplying these opportunities.
“Technology also enables brands to communicate with and learn from consumers in new ways. We expect media consumption to continue to grow for the foreseeable future, multiplying the opportunities for brands to develop relationships with consumers.”
Despite reporting a minor slump, TV remained the most popular media attracting 183.9 minutes of consumption a day in 2014