People are spending less time with media across almost all categories
%20scale(0.100000,-0.100000)%22%0A%20%20fill=%22%23000000%22%20stroke=%22none%22%3E%0A%20%20%3C/g%3E%0A%3C/svg%3E%0A)
Key stat: People worldwide spent less time with media across all categories except mobile (which remained the same) in H1 2024 as compared with H1 2023, per GWI data.
Beyond the chart:
- With the exception of print press, declines were too small for advertisers to reallocate their budgets.
- People continue to spend the most time with mobile, which will see healthy growth in worldwide ad spend next year at 12.3%, to reach a total of $561.04 billion, per our March 2024 forecast.
Use this chart: Marketers can use this chart to make the case for mobile advertising spend, emphasize the importance of prioritizing digital formats, or benchmark their overall media budget allocation for 2025.
Related EMARKETER reports:
Methodology: GWI runs a quarterly research program asking internet users ages 16-64 (ages 16+ in select markets) in more than 49 countries a range of questions about their digital lives and lifestyles. The minimum sample size per quarter, per country is 1,250; bigger markets have larger quarterly sample sizes, with the maximum being 25,000 in China and the US. Respondents can participate in GWI's research only once per year. The survey is designed to cover attitudes, perceptions, and actual behaviors. All data is self-reported, and therefore, the answers are from the respondents' perspective rather than any passively observed metrics. For questions such as time spent with specific media, respondents are asked to select a time estimate from a list rather than entering a precise figure; all answers are then aggregated to produce an average time. The results presented in this report are drawn from questions fielded in two different surveys running concurrently. The first is a short survey offered via mobile; it contains a key set of about 70 questions and reaches mobile (as well as mobile-only) respondents (who tend to be younger, less affluent, and concentrated in emerging markets). The second is a longer survey offered via PC, laptop, tablet, or mobile; this longer survey contains all of the same questions asked in the shorter mobile survey together with a wide range of additional ones. Within each survey, questions are routed and filtered to ensure a respondent sees only relevant queries. Similarly, some sections of the longer survey are shown to representative subsections of the full sample, to avoid overburdening respondents. As a result, the total sample that sees each question will vary; some questions will have been answered by all respondents across the shorter and longer surveys, whereas others will have been answered by only respondents taking part in the longer survey (or by a subsection of these respondents). For every question, GWI nevertheless ensures a robust and representative sample. The final data set is weighted to interlocking age, gender, and education quotas that reflect the internet population in each country. Note that GWI interviews and represents each country's online population ages 16+ (in Canada, Hong Kong, Japan, Israel, Singapore, the UK, and the US) or ages 16-64 (in other markets)—not its total population. In countries with a high internet penetration (including in Australia, North America, and much of Europe), online samples will have an age, gender, and education profile that closely resembles that of the general/total population. Conversely, low-internet-penetration countries (including in Latin America and large parts of Asia-Pacific and the Middle East and Africa) will have online samples that contain proportionally higher levels of young, urban, and educated individuals, reflecting the nature of internet usage in those countries. In some markets in Asia-Pacific and the Middle East and Africa, there will also be a gender skew toward the male population, in line with their increased likelihood to be internet users.