DIGITAL MEDIA

People now spend more than half of their daily lives consuming media of one form or another, a new survey suggests. The study of nearly 13,000 consumers, conducted by News Digital Media, also reveals that at certain times of day the internet is the dominant medium, outstripping both TV and radio.

A key finding of this week’s Digital Insight Report is that on average respondents spend 14 hours and 54 minutes of every workday using different forms of media. And it also reveals that in the middle of the day and the afternoon, online far out rates any other medium.

A total of 98% of the survey respondents said they access the internet more than once a day – the average was 4.6 times on weekdays and 3.4 times a day at weekends. They also said they spend an average of 28 hours a week online. However, this high figure would not necessarily apply to the general population because the survey was of users of NDM sites.

The groups most likely to be accessing the net though mobile equipment were senior managers and young people. Most indicated they would be happy to see advertising around their mobile content if it meant the service was free. They listed banking and pre-purchase research as their most important uses of the internet along with news and weather information. More than 87% said they go online to research products they are considering buying, while 79% said they have made online purchases.

NDM, which Nielsen Online estimates to have a unique monthly audience of 9.7 million, is to produce the report on a quarterly basis. CEO Richard Freudenstein said: “By looking at their behaviour online and understanding more about their backgrounds, we have been able to identify our audience as a significant group of motivated consumers.

“They don’t just use the internet to find out the latest news, but to comment on that news. They research, shop and find entertainment at levels far beyond those in the wider community.”

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