Australia ranks at third place in the global rankings for the consumption of digital media, according to a report by PQ Media issued today.
Australians engage in some form of digital media usage for 16.48 hours a week, only fractions behind their counterparts in the UK and South Korea.
The UK is slightly out in front at 16.87 average hours per week, followed by South Korea in second place at 16.58 average hours. Australia comes some way ahead of both Canada (15.15 hours) and the US (14.92 hours).
Several commonalities exist across these markets: broadband penetration rates tend to exceed 70%; there is more than 50% smartphone penetration; a growing demand for computer tablets; an army of young men who are heavy console gamers and an available range of on-demand video services.
PQ Media defines and segments consumer digital media usage consistently across 15 leading global markets by three broad platform categories: internet media, mobile media, and other digital media and 21 specific media channels, including online and mobile video, online and mobile social media, online, mobile and console videogames, video-on-demand platforms and digital out-of-home media.
Of the three digital media platforms, mobile media usage worldwide rose fastest in 2013, climbing 24% during the year.
Consumers spent the most time with internet media at 2.58 hours weekly, while video-on-demand was the most-used digital media channel.
Traditional media usage inched up only 1.3% in 2013 to 37.99 hours per week, a slight deceleration from 2012.
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