Global Media Habits 2010
How media is consumed around the world
Average Daily Time Spent Viewing Television by Person Across
Measured Markets Serbians watch the most TV per day
hours:minutes
hours:minutes
Serbia
5:39
Macedonia
5:18
Mexico
3:22
Malaysia
3:18
3:16
United States*
5:04
South Africa
Greece
5:03
Sweden
3:10
Croatia
4:49
New Zealand
3:08
Hungary
4:47
4:18
South Korea
3:06
Ireland
3:05
Italy
Turkey
4:17
Indonesia
3:01
Poland
4:14
Australia
2:59
Puerto Rico
Lebanon
Philippines
Slovenia
4:06
3:41
3:30
3:28
Taiwan
2:41
China**
2:36
Venezuela
2:35
Thailand
2:11
*United States estimate based on Q1 2010 monthly average. For all of the most current estimates of U.S. cross-platform video consumption, please refer to Nielsen’s U.S.
Three Screen Report. **China estimate for directional use only, based on China 3 Screen Shanghai Pilot, April 2010.
Source: The Nielsen Company, Global Television Audience Measurement. Minimum reporting age is 4; except in Indonesia, New Zealand, Turkey (5); in Sweden (3);
in Philippines and United States (2) and in Australia, Cyprus, Dominican Republic and Italy (0).
Global Media Habits 2010
How media is consumed around the world
Number of TVs Per Household in Selected Countries
Spain, United Kingdom, USA, Chile, Columbia, Venezuela and Mexico have the greatest number of TVs
Country
2005
2010
Country
2005
2010
Country
2006
2010
Germany
1.331
1.568
UAE
1.230
1.217
Argentina
1.626
1.676
Spain
1.948
2.106
Kenya
.734
.803
Brazil
1.659
1.822
France
1.618
1.810
South Africa
1.078
1.146
Chile
2.414
2.482
United
Kingdom
2.158
2.228
Japan
1.918
1.765
Columbia
1.818
2.071
Italy
1.872
1.781
India
1.114
.967
Ecuador
1.824
1.916
Egypt
1.076
1.072
China
N/A
.185
Peru
1.839
1.838
Kuwait
1.244
1.390
Canada
N/A
1.892
Venezuela
2.117
2.212
Lebanon
1.529
1.702
USA
2.377
2.429
Mexico
2.060
1.995
Source: Global TGI network, coordinated byKantar
Global Media Habits 2010
How media is consumed around the world
Index of HDTV Ownership by Region
Index = 100. Both North America and Europe over-index for HDTV ownership
180
160
157
140
120
110
100
80
90
60
63
63
Middle East, Africa,
Pakistan
Latin America
40
20
0
Asia Pacific
Europe
North America
Notes: n=27,665 online consumers, ages 15+; Indexed to all respondents, globally. Source: The Nielsen Co., Global Online Survey, March 2010
Global Media Habits 2010
How media is consumed around the world
Total Number of Newspaper Titles (Paid and Free), 2005-2009
By region.
6,241 newspaper titles in Asia,
a region where the number of
dailies is still growing
Region (No. of Territories*)
No. of Dailies
4 YR %
Change
1 YR %
Change
2005
2006
2007
2008
2009
(2009/05)
(2009/08)
403
422
448
469
469
16.38
0
North America (27)
2,140
2,143
2,134
2,128
2,145
0.23
0.8
South America (13)
1,112
1,121
1,157
1,293
1,308
17.63
1.16
Asia (48)
5,196
5,513
5,928
6,080
6,241
20.11
2.65
90
92
92
91
91
1.11
0
Europe (47)
2,389
2,497
2,519
2,504
2,493
4.35
-0.44
Total (196)
11,330
11,788
12,278
12,565
12,747
12.51
1.45
Africa (48)
Australia & Oceania (13)
Notes: This table includes figures from countries and territories for which WAN had at least one year of data on number of titles or circulation of paid or free dailies.
*WAN estimated some figures for countries and territories that do not have a complete set of data for all five years.
Source: World Association of Newspapers
Global Media Habits 2010
How media is consumed around the world
Circulation of Dailies, 2005-2009
Total average circulation, in thousands
-3.74% North American
circulation is declining, but
Europe’s rate of decline is
greater
Circulation of Dailies
4 YR %
Change
1 YR %
Change
Region (No. of Territories*)
2005
2006
2007
2008
2009
(2009/05)
(2009/08)
Africa (46)
9,267
10,068
10,755
11,681
12,246
32.15
4.84
North America (26)
71,186
70,716
69,710
66,942
64,436
-9.48
-3.74
South America (12)
14,128
14,775
15,670
16,277
15,963
12.99
-1.93
305,791
321,513
340,562
345,884
348,770
14.06
0.83
3,675
3,735
3,779
3,670
3,626
-1.33
-1.20
Europe (47)
109,922
117,521
119,457
118,264
108,406
-1.38
-8.34
Total (192)
513,969
538,328
559,933
562,718
553,447
7.68
-1.65
Asia (48)
Australia & Oceania (13)
Notes: This table includes figures from countries and territories for which WAN had at least one year of data on number of titles or circulation of paid or free dailies.
*WAN estimated some figures for countries and territories that do not have a complete set of data for all five years.
Source: World Association of Newspapers
Global Media Habits 2010
How media is consumed around the world
Average Circulation Per Title, 2005-2009
By region, in thousands
In Africa, daily newspapers are
increasing their circulation
Circulation Per Title
Region (No. of Territories*)
2005
2006
2007
2008
2009
4 YR %
Change
1 YR %
Change
(2009/05)
(2009/08)
Africa (46)
23.1
24.0
24.1
25.0
26.2
13.42
4.80
North America (26)
33.3
33.0
32.7
31.5
30.1
-9.61
-4.44
South America (12)
13.8
14.3
14.7
13.5
13.2
-4.35
-2.22
Asia (48)
58.9
58.3
57.4
56.9
55.9
-5.09
-1.76
Australia & Oceania (13)
40.8
40.6
41.1
40.3
39.8
-2.45
-1.24
Europe (46)
57.9
59.8
59.9
59.4
56.1
-3.11
-5.56
Total (191)
47.8
48.2
48.0
47.0
45.8
-4.18
-2.55
Notes: This table includes figures from countries and territories for which WAN has information on both number of titles and circulation for both paid and free dailies.
*WAN estimated some figures for countries and territories that do not have a complete set of data for all five years.
Source: World Association of Newspapers
Global Media Habits 2010
How media is consumed around the world
Total worldwide broadband penetration, 2005-2009
Approximate broadband subscribers, in millions
Annual
change
580
2010
485
2009
410
2008
344
2007
286
2006
2005
Source: Paul Budde Communication, 2010
221
20%
19%
19%
20%
29%
36%
2010
At year’s end,
broadband
subscribers will
number over
500M and account
for 35% of all
internet
connections
Global Media Habits 2010
How media is consumed around the world
Total Number of Broadband Households by Region, 2009
Broadband subscriber households, in millions.
Market
share
108
Western Europe
99
South and East Asia
93.5
North America
64.3
Asia Pacific
27.9
Latin America
23.6
Eastern Europe
Middle East and Africa
12.6
Source: Paul Budde Communication, 2010
25%
23%
22%
15%
6.5%
5.5%
3%
Western
Europe
has the
highest
percentage
of broadband
households
globally
Global Media Habits 2010
How media is consumed around the world
Top ten countries by number of broadband subscribers, 2008-2009
Subscribers, in millions
71
China
70
United States
88
84
28.5
31
Japan
21
Germany
France
16
18
United Kingdom
16.5
18
24
14.5
15.5
South Korea
Italy
Q1 2009
Q1 2008
10
12.5
Brazil
8
10
Canada
9.5
9.5
Note: Figures are rounded. Broadband is defined as a service with minimum speed of 144Kb/s. Figures are based on self reporting by carriers.
Source: Paul Budde Communication, 2010
24%
Increase in
broadband
subscribers in
China, where
the average
user spends
2.7 hours a
day online
Global Media Habits 2010
How media is consumed around the world
Mobile subscribers by region, 1993-2009
Subscribers, in millions
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
North
America
92.9
116
138
151
168
180
208
247
270
292
304
Western
Europe
155
235
283
303
332
365
394
428
478
492
519
Eastern
Europe
13.5
27
50
74.4
100
190
250
332
376
416
425
Asia Pacific
152
234
330
434
529
645
849
1,060
1,339
1,700
2,050
Latin
America
40.9
63.2
86.8
100.8
123.7
175.1
239.6
307.7
381
458
483
Other
20.4
49.3
63.2
69.1
101
120
—
—
—
—
—
Middle East
—
—
—
—
—
—
99
129
169
210
235
Africa
—
—
—
—
—
—
134
195
269
378
463
470
734
950
1,113
1,355
1,675
2,174
2,750
3,343
4,012
4,479
World Total
2.05B
China, India
and
Indonesia are
markets with
high numbers
of mobile
users
Notes: Statistics for Turkey are included in the Middle East. North America includes USA and Canada, but excludes Mexico, which is included in Latin America.
Global Media Habits 2010
How media is consumed around the world
Worldwide Smartphone Sales by Operating System, 2008-2009
By units and market share (%)
NOKIA
A majority of smartphones still use
its Symbian operating system
2009
Company
2008
Units
Market share
Units
Market share
Symbian
80,878.60
46.9%
72,933.50
52.4%
Research in Motion
34,346.60
19.9%
23,149.00
16.6%
iPhone OS
24,889.80
14.4%
11,417.50
8.2%
15,027
8.7%
16,498.10
11.8%
Linux
8,126.50
4.7%
10,622.40
7.6%
Android
6,798.40
3.9%
640.5
0.5%
WebOS
1,193.20
0.7%
NA
NA
OtherOS
1,112.40
0.6%
4,026.90
2.9%
172,373.1
100%
139,287.9
100%
Microsoft Windows
Total
Source: Gartner, Feb. 2010
Global Media Habits 2010
How media is consumed around the world
Tablet sales forecast and computing mix U.S., 2008-2015
Share of U.S. consumer PC sales by form factor
NOTEBOOK
DESKTOP
NETBOOK
TABLET
2015
18%
42%
17%
23%
2014
19%
42%
17%
23%
2013
2012
2011
2010
2009
2008
20%
42%
23%
17%
43%
27%
17%
44%
32%
21%
17%
44%
38%
18%
13%
18% 6%
44%
45%
18%
45%
Percentages not total 100% because of rounding. Note: As of Q3 2010, the data in this forecast is currently being updated. Source: Forrester
9%
23%
Projected
sales of
tablets,
expected to
pass desktop
PC sales
Global Media Habits 2010
How media is consumed around the world
Mobile Phone Video Penetration by Region, 2010
Index = 100. Emerging markets over-index for mobile video
160
140
145
136
120
118
100
80
60
55
40
45
20
0
Asia Pacific
Europe
Middle East, Africa,
Pakistan
Latin America
North America
Notes: n=27,665 online consumers, ages 15+; Indexed to all respondents, globally. Source: The Nielsen Co., Global Online Survey, March 2010
Global Media Habits 2010
How media is consumed around the world
Global Internet Traffic Growth Forecast, 2009-2014
Consumer internet traffic, petabytes per month
2009
2010
2011
2012
2013
2014
CAGR*
2009-2014
North America
2,279
3,351
5,015
6,495
8,096
9,652
33%
Western Europe
2,277
3,179
4,538
6,361
8,541
11,143
37%
Asia Pacific
3,251
4,416
5,961
7,944
10,475
13,856
34%
Japan
474
730
1,062
1,457
1,857
2,286
37%
Latin America
297
482
744
1,132
1,727
2,726
56%
Central Eastern Europe
304
447
651
941
1,336
1,893
44%
Middle East and Africa
49
78
120
216
329
515
60%
File sharing
4,091
5,075
6,197
7,492
9,125
11,340
23%
Internet video
2,776
4,725
7,718
11,026
14,838
19,468
48%
107
263
711
1,502
2,686
4,075
107%
1,688
2,273
3,006
3,930
4,933
6,134
29%
Video calling
83
128
199
284
407
599
48%
Online gaming
63
86
120
167
226
307
37%
122
134
141
144
145
146
4%
8,930
12,684
18,092
24,546
32,361
42,070
36%
BY GEOGRAPHY
BY SUB-SEGMENT
Internet video to TV
Web/data
VoIP
Total Consumer internet traffic
Asia
Will be
responsible
for the
biggest slice
of internet
traffic by
2014
Video
Note: Petabyte = one million gigabytes. *CAGR = compound annual growth rate. Source: Cicso
Internet
traffic will
increase
mainly as
demand for
video grows