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11/1/13 Media Consumption To Average 15.5 Hours A Day By 2015

www.sciencedaily.com/releases/2013/10/131030111316.htm

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Oct. 30, 2013 Americans consume an enormousamount of media daily via television, radio, phone andcomputer. As you read this article on the Internet,perhaps while checking the text messages on your

smartphone or listening to satelliteradio, thatstatement undoubtedly rings true. But exactly howmuch media flows to individuals and households in ayear? Try 6.9 zettabytes -- that's 6.9 million MILLIONgigabytes.

This massive U.S. media consumptionis the topic of "How Much Media? 2013Report on American Consumers,"produced by the Institute forCommunicationTechnologyManagement (CTM) at the USC Marshall

School of Business and CTM VisitingResearcher James E. Short.

The report looks at media consumptionby individuals inand out of the home,excluding the workplace, between 2008and 2015, breaking "media" down into

30 categories of media type and delivery(e.g. televi sion, socialmedia, computer gaming). Information reported in the study wascanvassed from several hundred data sources, including mediameasurement firms such as Nielsen, Arbitron, ComScore,investor and analys t firms, government sources and foundationandresearch p ublications.

Growth From 2008-2012

U.S. media consumption totaled 3.5 zettabytes, an average of33 gigabytes per consumer per day (One byte is one characterof text. A gigabyte is 109 bytes. A zettabyte is 1021 bytes.). By2012, total U.S. consumption had increased to 6.9 zettabytes,

an average of 63 gigabytes per person per day. Put another way,researcher Short said, if we printed 6.9 zettabytes of text inbooks, and stacked those books as tightly as possible acrossthe United States, including Alaska and Hawaii, the pile wouldbe almost 14 feet high.

In 2008, Americans talked, viewed and listened to media for 1.3trillion hours, an average of 11 hours per person per day. By2012, total consumption had increased to 1.46 trillion hours, anaverage of 13.6 hours per person per day, representing a yearover year growth rate of 5%.

2015: What's Ahead

By 2015, the data indicate that Americans will consume mediafor more than 1.7 trillion hours, an average of approximately 15.5hours per person per day. The amount of media delivered willexceed 8.75 zettabytes annually, or 74 gigabytes -- 9 DVDsworth -- of data sent to the average consumer on an average day.

Mobile messaging hours, which in 2012 accounted forapproximately 9% of voice call hours, will double to over 18% ofvoice hours, a year over year growth rate of more than 27%.

Viewing video on the Internet averaged less than 3 hours amonth in 2008; by 2012, viewing time increased to almost 6hours a month, a year over year growth rate of 21%. By 2015,the report projects that Americans will be watching video foralmost 11 hours a month, a compound annual growth rate of24% a year.

From 2008 to 2015, total annual hours for users of Facebookand YouTube will grow from 6.3 billion hours to 35.2 billion hours,a year over year growth rate of 28%.

Media Consumption:

Looking across different sources of media -- from traditionalmedia (TV, radio, voice calls) to new digital sources (tabletcomputers, mobile gaming devices, smartphones, mobile video) -

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8/14/2019 Media Consumption To Average 15.pdf

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11/1/13 Media Consumption To Average 15.5 Hours A Day By 2015

www.sciencedaily.com/releases/2013/10/131030111316.htm

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