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In the run up to publication of ‘Media in Focus’ by Les Binet and Peter Field, we take a look at one of the big changes in media consumption – the amount of time spent online, which has almost quadrupled over the last ten years.

Les and Peter presented their initial findings in a presentation at Effectiveness Week 2016 under the name ‘Media in the Digital Age’.

Recent years have seen a huge increase in the amount of time people spend online. The average adult now spends nearly 4 hours a day online.

The first chart looks at online behaviour by breaking down time spent online into the main activities. As in real life, the online day is dominated by social interaction; the main thing that people do with their time is talk to one another. The big change here is that social media and online messaging have overtaken email as the preferred way of talking, and they now account for around 39% of time online.

Video is an increasingly important feature of social, and of internet time generally.

The second chart looks at how people are watching video, now that there are so many options available to them and compares the behaviour of young people to the whole population.

A day in online video
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Effectiveness Week 2016

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA