Featured Research

from universities, journals, and other organizations

Media consumption to average 15. 5 hours a day by 2015

Date:
October 30, 2013
Source:
University of Southern California Marshall School of Business
Summary:
A new report looks at media consumption by individuals in and out of the home, excluding the workplace, between 2008 and 2015, breaking “media” down into 30 categories of media type and delivery (e.g. television, social media, computer gaming) and conclude that the average person will consume 15.5 hours per day by 2015.

Americans consume an enormous amount of media daily via television, radio, phone and computer. As you read this article on the Internet, perhaps while checking the text messages on your smartphone or listening to satellite radio, that statement undoubtedly rings true. But exactly how much media flows to individuals and households in a year? Try 6.9 zettabytes -- that's 6.9 million MILLION gigabytes.

This massive U.S. media consumption is the topic of "How Much Media? 2013 Report on American Consumers," produced by the Institute for Communication Technology Management (CTM) at the USC Marshall School of Business and CTM Visiting Researcher James E. Short.

The report looks at media consumption by individuals in and out of the home, excluding the workplace, between 2008 and 2015, breaking "media" down into 30 categories of media type and delivery (e.g. television, social media, computer gaming). Information reported in the study was canvassed from several hundred data sources, including media measurement firms such as Nielsen, Arbitron, ComScore, investor and analyst firms, government sources and foundation and research publications.

Growth From 2008-2012

• U.S. media consumption totaled 3.5 zettabytes, an average of 33 gigabytes per consumer per day (One byte is one character of text. A gigabyte is 109 bytes. A zettabyte is 1021 bytes.). By 2012, total U.S. consumption had increased to 6.9 zettabytes, an average of 63 gigabytes per person per day. Put another way, researcher Short said, if we printed 6.9 zettabytes of text in books, and stacked those books as tightly as possible across the United States, including Alaska and Hawaii, the pile would be almost 14 feet high.

• In 2008, Americans talked, viewed and listened to media for 1.3 trillion hours, an average of 11 hours per person per day. By 2012, total consumption had increased to 1.46 trillion hours, an average of 13.6 hours per person per day, representing a year over year growth rate of 5%.

2015: What's Ahead

• By 2015, the data indicate that Americans will consume media for more than 1.7 trillion hours, an average of approximately 15.5 hours per person per day. The amount of media delivered will exceed 8.75 zettabytes annually, or 74 gigabytes -- 9 DVDs worth -- of data sent to the average consumer on an average day.

• Mobile messaging hours, which in 2012 accounted for approximately 9% of voice call hours, will double to over 18% of voice hours, a year over year growth rate of more than 27%.

• Viewing video on the Internet averaged less than 3 hours a month in 2008; by 2012, viewing time increased to almost 6 hours a month, a year over year growth rate of 21%. By 2015, the report projects that Americans will be watching video for almost 11 hours a month, a compound annual growth rate of 24% a year.

• From 2008 to 2015, total annual hours for users of Facebook and YouTube will grow from 6.3 billion hours to 35.2 billion hours, a year over year growth rate of 28%.

Media Consumption:

Looking across different sources of media -- from traditional media (TV, radio, voice calls) to new digital sources (tablet computers, mobile gaming devices, smartphones, mobile video) -- the report makes a surprising discovery. "Despite the popular belief that the ubiquitous computer and smartphone dominate modern media life, traditional media, including TV, radio and voice calls, still account for two-thirds of total U.S. household media time," Short concluded. "Of course the picture is a changing one as digital platforms continue to grow, but they are still only a third of total annual media time."

New digital sources, however, are having major effects on most forms of media consumption. If we change our focus from the time people spend viewing media to the number of bytes presented, over half of all bytes are now received by computers, with mobile computers the most rapidly growing segment. The report also includes data on Americans' use of media dating back to the 1960s. Over those decades, the supply of digital media measured in bytes has been growing at compounded rates ranging between 6 and 30 percent each year. Media consumption, on the other hand -- what we actually pay attention to -- has been growing at compounded rates ranging between 3 and 5 percent each year.


Story Source:

The above story is based on materials provided by University of Southern California Marshall School of Business. Note: Materials may be edited for content and length.


Journal Reference:

  1. James E. Short. How Much Media? 2013 Report on American Consumers. Institute for Communication Technology Management (CTM) at the USC Marshall School of Business, October 2013

Cite This Page:

University of Southern California Marshall School of Business. "Media consumption to average 15. 5 hours a day by 2015." ScienceDaily. ScienceDaily, 30 October 2013. <www.sciencedaily.com/releases/2013/10/131030111316.htm>.
University of Southern California Marshall School of Business. (2013, October 30). Media consumption to average 15. 5 hours a day by 2015. ScienceDaily. Retrieved September 21, 2014 from www.sciencedaily.com/releases/2013/10/131030111316.htm
University of Southern California Marshall School of Business. "Media consumption to average 15. 5 hours a day by 2015." ScienceDaily. www.sciencedaily.com/releases/2013/10/131030111316.htm (accessed September 21, 2014).

Share This



More Science & Society News

Sunday, September 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Will Climate Rallies Spur Change?

Will Climate Rallies Spur Change?

Newsy (Sep. 21, 2014) Organizers of the People's Climate March and other rallies taking place in 166 countries hope to move U.N. officials to action ahead of their summit. Video provided by Newsy
Powered by NewsLook.com
Thousands March in NYC Over Climate Change

Thousands March in NYC Over Climate Change

AP (Sep. 21, 2014) Accompanied by drumbeats, wearing costumes and carrying signs, thousands of demonstrators filled the streets of Manhattan and other cities around the world on Sunday to urge policy makers to take action on climate change. (Sept. 21) Video provided by AP
Powered by NewsLook.com
Sierra Leone in Lockdown to Control Ebola

Sierra Leone in Lockdown to Control Ebola

AP (Sep. 21, 2014) Sierra Leone residents remained in lockdown on Saturday as part of a massive effort to confine millions of people to their homes in a bid to stem the biggest Ebola outbreak in history. (Sept. 20) Video provided by AP
Powered by NewsLook.com
Climate Change Rally Held in India Ahead of UN Summit

Climate Change Rally Held in India Ahead of UN Summit

AFP (Sep. 20, 2014) Some 125 world leaders are expected to commit to action on climate change at a UN summit Tuesday called to inject momentum in struggling efforts to tackle global warming. Duration: 00:41 Video provided by AFP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins