Media consumption has changed rapidly over the past decade, with digital increasingly claiming a larger share of the daily time spent with media. Increased mobile usage is driving much of the growth in digital time spent, as smartphones become more powerful and capable of handling tasks otherwise completed on desktop. Meanwhile, cord-cutting and cord-shaving will continue as consumers seek more affordable alternatives to traditional pay-TV. Marketers need to understand the underlying consumer trends that are driving billions of dollars in global advertising, and how those behaviors are likely to play out in the near term.
In this three-part forecast book, Business Insider Intelligence forecasts how much time users spend consuming each format as we approach peak media, and how those changes reflect how advertising dollars are spent globally and in the US.
Note: To access the data from the forecasts, right-click on the charts in the slides and select 'Edit Data In Excel.'