These are the Media Types that Grab the Most Consumer Attention

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Adi Ahdiat 01/12/2022 15:00 WIB

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Of all the various media types currently in existence, social media has been the most successful in capturing consumer attention.

Average Time Spent by Consumers Accessing Media (Second Quarter 2022)

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Average Time Spent by Consumers Accessing Media (Second Quarter 2022)

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Of the various types of media currently in existence, social media has been the most successful in capturing consumer attention.

According to a Global Web Index (GWI) survey, consumers spend an average of 2 hours and 28 minutes, or 148 minutes per day, accessing social media.

This duration is the longest compared to other media types, such as conventional TV, music streaming, video/online TV streaming, or online media, with details as shown in the graph.

"In Latin America, the Middle East, and Africa, consumers spend an average of 3 hours per day accessing social media," said GWI in its *The Global Media Landscape* report released in November 2022.

According to GWI, this long duration of social media access is mainly influenced by younger respondents, namely Gen Z and Millennials, who spend an average of 2 hours and 44 minutes per day. Older respondents, on average, spend 2 hours per day on social media.

Besides the popularity of social media, GWI found that global online media consumption increased from 59 minutes per day in 2018 to 1 hour and 15 minutes per day in 2022.

"Online media makes it easier for consumers to find news, so the time spent there has increased and reached a record high in 2022," said GWI.

The duration of online TV or streaming service consumption also increased from 1 hour and 10 minutes in 2018 to 1 hour and 31 minutes in 2022, although its popularity is still below conventional TV.

According to the GWI survey, YouTube is the most popular video streaming service in Asia Pacific, Europe, the Middle East, and Africa. Netflix holds the top position in North America and Latin America.

This survey involved approximately 3 million respondents spread across 48 countries. Respondents were aged 16-64 years and were all internet users.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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