A fascinating survey has been released by the Institute of Practitioners of Advertising (IPA) which reveals how we spend our time consuming media. Inevitably it reveals a difference between 'all adults' and younger audiences; but also a growing fragmentation as new technologies, platforms and media channels bring a wider choice of content.
It also reaffirms the importance of mobiles - as if we didn't know that! And the dominance of Facebook! Essential reading for anyone planning communications campaigns!
This is according to the comprehensive new IPA TouchPoints 2017 data published last week, 15 September, which reveals how the Great British population spends their daily lives and how their use of communications channels and devices fit into this. Multi-media consumption also continues to grow. Back in 2005, 79% of adults were consuming two or more media in the same half hour at some point during the week - this has now risen to 92% in 2017. Furthermore, over 26% of all adults are consuming more than three different media in any half hour. In terms of time, the TouchPoints 2017 data reveals that this means adults spend just over 2 hours a day (2 hours and 7 minutes) media multi-tasking - that is nearly a quarter of the time spent consuming media in total.