UK consumers are not spending considerably more time with media in 2019 than they were the previous year according to a forecast from eMarketer.
Overall, UK consumers will spend 9:38 hours with media, a one-minute increase from 2018.
By 2020, consumers will spend two minutes more.
Digital media is making up 54.7% of time spent, up from 52.4% with mobile being a core driver of this growth.
Adults are spending 5:16 hours to consume digital media in 2019, representing a 13-minute rise from 2018. By 2020, that figure is expected to reach 5:27 hours.
Mobile alone makes up 3:32 hours, whilst traditional TV consumes 2:37 hours, a decline of 9 minutes from 2018.
Although traditional TV consumption appears to be declining, consumers are still viewing content on digital formats.
“There’s a misconception that people are spending less and less time watching TV,” said Bill Fisher, eMarketer’s UK senior analyst. “Sure, they’re spending less time watching TV on a TV set, but much of their digital video consumption is of TV-like content. From live sports to long-form content via Netflix-like platforms, UK consumers still spend considerable amounts of time with video.”
Smartphone usage has elevated digital video growth with UK adults now spending 45 minutes to view video on mobile devices, up from 27 minutes in 2017. By 2020, UK consumers are expected to view 58 minutes of mobile videos.
“Smartphones continue to be the growth driver for time spent with video,” added Fisher. “But unlike some countries in Asia-Pacific, where mobile is the entry point for most digital activities, other devices are retaining some of their traction—they aren’t seeing declines, at least—as UK consumers extract as much digital use from as many digital devices as they can.”