Media consumption 2021: media time and devices.

MEDIA REPUBLIK > BIG PICTURE > MEDIA ACTIVITY GUIDE 2021: TIME & devices

Media usage in Germany reached a new record in 2021. The coronavirus pandemic had a direct effect on media usage. However, the underlying trend was already in action. In this post, the first of four, find the key takeaways from the annual Media Activity Guide commissioned by SevenOneMedia and published in November 2021.

MEDIA TIME

13

HOURS A DAY
DAILY HOURS

4

WATCHING TV
THE SMARTPHONE

92%

MOST USED DEVICE

Media usage: time spent.

Germans spend exactly 13 hours a day with mass and individual communication. The pandemic impacted both the time spent consuming media – information and entertainment-, and the time spent with individual communication tools, from telephoning to messaging.

Particularly noteworthy is the continued growth in media consumption also in 2021. At nearly 4 hours, the largest part (37%) of this time is still spent watching television. Consumption of Internet content stood at around 2.5 hours. Online videos are still the strongest driver for this growth, but eLearning is also posting strong gains in the pandemic era.

For the first time, the smartphone exceeds TV.

Nearly 90 percent of 14- to 69-yearolds use at least one television. For the first time, at 92 percent, the device most widely in use in Germany is the smartphone.

Device usage (personal) | Data in %

schermata 2021 12 15 alle 18.07.06
schermata 2021 12 15 alle 18.07.58

Source: MEDIA ACTIVITY GUIDE 2021

Smart TV is the new standard at home.

Smart TVs in particular are increasingly becoming the standard in German living rooms: 73 percent now have Internet-capable televisions in their household. For 58 percent of respondents, at least one TV set is also connected to the Internet. Streaming sticks (24%), which bring Internet capability to TVs without smart TV technology, are also spreading.

The impact of the pandemic.

Part of the increase in media consumption time is surely due to the pandemic, but do not expect a a downward trend in 2022 and beyond. The corona crisis has been more of an accelerator, than a disruptor of media trends.

Avg. daily usage time of media & communication Figures in minutes
schermata 2021 12 15 alle 18.13.44
LIGHT BLUE = COMMUNICATION; RED = MEDIA CONSUMPTION

Source: MEDIA ACTIVITY GUIDE 2021

For each reading experience, which is also transforming into a listening (narrated articles, both on-the-go and at home) and watching experience (embedded videos), the e-paper must experiment and develop accordingly.

The most popular e-papers in Germany, Bild, Handelsblatt, FAZ and Der Spiegel, are also examples of constant reworking to optimise user experience based on data signals and, especially Der Spiegel, frequent user surveys.

The Media Activity Guide 2021.

The MEDIA ACTIVITY GUIDE comprehensively documents the use of media content across all available platforms, access channels and end devices. The survey, commissioned by SevenOne Media together with Discovery Communications, covers four weeks and is issued every year. For this MEDIA ACTIVITY GUIDE 2021, a total of 3,021 people aged 14 and over were interviewed by telephone (CATI / dual frame share 30 percent) by FORSA on all weekdays in March 2021. The study also includes current surveys from the media usage study VIEW TIME REPORT. The VIEW TIME REPORT examines the development of moving image use in Germany on a quarterly basis and forms the average of the previous four quarters for the rolling wave view.

All the takeaways from the Guide published on Media Republik:

  1. Media consumption guide 2021: time spent and devices.
  2. Media consumption guide 2021: TV and video.
  3. Media consumption guide 2021: audio content.
  4. Media consumption guide 2021: online.

Here the full report to download from SevenOneMedia, in German and English:

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