The consumption growth rate for digital media in the U.S. continued to slow down in 2015, according to new research from PQ Media. The research, which was showcased recently by MediaPost, also revealed that traditional media use – specifically television – also slowed last year.
U.S. digital media usage rose 7.1 percent in 2015 to 18 hours per week, according to PQ Media’s Global Consumer Media Usage & Exposure Forecast 2015-19. The gains primarily were driven by an increase in smartphone and tablet penetration, new gaming console launches, and the draw of major political and sporting events.
While growth is always good, the rate of increase fell short of the 9.6 percent increase in digital media usage in 2014. Additionally, PQ Media’s projected compound annual growth rate (CAGR) from 2015 through 2019 stands at 7.3 percent, which is only slightly stronger than last year’s growth rate. That means by 2019, consumers will spend an average of 23.9 hours per week consuming digital media.
Meanwhile, traditional media usage in the U.S. decreased 2.4 percent in 2015, to 46.8 hours per week, after declining 2.1 percent in 2014. Traditional media, which is dominated by television, tends to be stronger in even-numbered years, due to special events such as the Olympic games and election coverage.
PQ Media forecasts traditional consumption to decline at a compound annual rate of 2.1 percent through 2019, bringing usage hours per week for these media down to 43.1. That is significant, given the fact that the total traditional media consumed per week in 2009 was 53.4 hours.
PQ Media forecasts that in 2017, total television usage will account for less than half of all U.S. media consumption for the first time since 1953, when radio ruled the media roost. The strong growth in user-generated and other media content, combined with younger demographics watching less TV will drive the decline, the analysts said.
(For more information visit http://www.pqmedia.com/.)