Internet users are spending almost 3 hours daily on social networks (Facebook, Twitter, Snapchat and Instagram) and messaging services – around 30 minutes more than the average digital consumer. Traditional linear TV visibly retains its position in their media portfolios, but significantly less time is spent on it.
These figures are, however, subject to some important age-based variation. As the study from Globalwebindex illustrates, while social media time decreases in line with age, time devoted to linear TV increases. In fact, the oldest age groups (45-64 year old) continue to display a clear preference for traditional TV.
These figures are, however, subject to some important age-based variation. As the study from Globalwebindex illustrates, while social media time decreases in line with age, time devoted to linear TV increases. In fact, the oldest age groups (45-64 year old) continue to display a clear preference for traditional TV.