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The Global Media Consumption Report 2022

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Insights into global media and device usage in 44 markets, and how consumer habits shifted towards mobile after the 2020 pandemic lockdown.

Contents:

 

I. Asia Pacific

II. Southeast Asia

III. Western Europe

IV. Central and Eastern Europe

V. Latin America

VI. Middle East and Africa

VII. United States

VIII. Canada

Consumer Media Habits Shifted and Reformed

As the world emerged from the strict pandemic lockdown that began in 2020, consumer media habits shifted and reformed, which incited us to examine what has changed regionally over the last three years.

The world is decidedly more mobile. Time spent with mobile devices increased from 2019 to 2022 in every region.

 

  • North America increased mobile time the most, with almost an hour more spent on mobile (a 57-minute increase since 2019).

 

  • Western Europe, Central and Eastern Europe, Latin America, and the Middle East and Africa, each increased time spent with mobile by about half an hour.

 

  • Asia-Pacific and Southeast Asia added 11 minutes and 14 minutes to mobile time spent, respectively.

When we look at activities and devices, Latin America leads the world in five-time spent categories: PC/tablet, mobile, social/messaging apps, music streaming, and online media.

 

  • No other region leads in more than two categories. North America and Western Europe top one category each, while Asia-Pacific and Middle East and Africa lead in two apiece. By contrast, all subregions in Asia and Europe are last on the list in a handful of categories.

 

  • Western Europe is not on the leading edge of digital media usage. Users across this culturally diverse part of the continent range widely in their time spent with media activities, but collectively they lag every other region in time spent on mobile and social/messaging apps.

TV consumption is significantly higher in the US than in any other country tracked by the GWI.

 

  • The US is the No. 1 market worldwide for TV viewing—by a wide margin. Average time spent with TV was 2 hours and 56 minutes (2:56)—more than any other country tracked (The UK and Romania tied for second place, at 2:40 daily). Since 2019, US time spent with broadcast TV only increased 5 minutes. Online TV/streaming added 31 minutes since 2019.

 

  • Western Europe trails North America and Latin America in time spent watching traditional TV. This is despite a strong tradition of broadcast TV in the region, especially in the UK and France. Western Europe online TV/streaming viewing, at 1:13 in 2022, increased 21 minutes since 2019, while time spent with broadcast TV was the same at 2:20.

Only two regions increased time spent with social media/messaging from 2019 to 2022, North America and Western Europe.

 

  • Since 2019, internet users in Western Europe have added an average of 11 minutes to their daily time spent on social/messaging apps. That puts the region’s time spent at a close second behind North America’s 15-minute gain. By contrast, in every other region, time spent on those apps has decreased over the past three years.

 

  • Even with that increase, Western Europe has the world’s lowest rates of time spent on mobile and social/messaging platforms. In both cases, time spent among users in Western Europe was roughly half that of global leader Latin America.

 

  • Latin America, which led at 3:35 spent with social media/messaging, spent the same amount of time in 2022 as in 2019. Asia-Pacific (at 2:12) and Southeast Asia (at 2:56) also maintained roughly the same levels of time spent with social/messaging over the last three years.

Sources

Insider Intelligence, eMarketer