STATS 2016: A pile of things every comms person needs to know from the Ofcom communications market report

Here’s a thing. Everybody apart from maybe your Gran should know what’s in the Ofcom Communications Market Report.

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Everybody who is interested in communicating as part of their jobs should know it.

Press officers, comms people, social media mavens, marketing people and internal comms too. You all should know it.

Why? Because quite simply, this is a report filled with data that you can hang your hat on and use as a reference point for what you do. Cricket has Wisden. Comms people have the Communications Market Report. It’s that good.

If you are a communicator in Wales, Scotland and Northern Ireland there’s also a national breakdown of your nation’s media use too. How useful is that?

So, here is a quick summary so you all go off and read all of its 266 glorious pages.

Internet connectivity

4G now reaches 97.8 per cent of the population.

86 per cent of homes have an internet connection.

66 per cent of people use their mobile phone to access the internet.

41 per cent think they spend too much time on the internet.

11 per cent check the internet 50 times a day or more.

15 per cent say they are ‘hooked’ on theiir favouriote device.

34 per cent say they have difficulty disconnecting from the internet.

51 per cent go to bed with their mobile phone within reach.

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Smartphone Britain

71 per cent of adults have a smartphone.

Over two hours a day on average is spent using smartphones.

59 per cent of households have a tablet.

 

Video

26 per cent use video on demand sites like Netflix.

91 per cent watch live TV.

25 per cent watch online video clips

 

Email

70 per cent use email.

 

Instant messaging is rising

43 per cent use instant messaging apps like WhatsApp

63 per cent send SMS texts.

21 per cent use photo messaging

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The Digital Day

An adult will consume the media for eight hours 45 minutes a day – 27 minutes more than sleeping.

An adult will be second screening for two hours and seven minutes a day to consume extra media.

SMS text messaging and email are dropping.

Instant messaging is increasing.

The Digital Day: Activity and time spent

Live TV 2 hours 55 minutes Live TV

Live Radio 1 hour 54 minutes

Recorded TV 1 hour 12 minutes

Video games 1 hour 9 minutes

Paid on demand video 1 hour 2 minutes

Email 1 hour

Other websites or applications 55 minutes

Instant messaging 48 minutes

Social networking 45 minutes

Streamed music 44 minutes

Books (print and digital ) 44 minutes

Personal digital audio 39 minutes

DVD and Bluray 37 minutes

Newspapers print and web 31 minutes

Short online video 29 minutes

Phone calls 27 minutes

CD and vinyl 26 minutes

Sports news and updates 25 minutes

On demand radio 24 minutes

Texting 21 minutes

Video calls 16 minutes

Other online news 14 minutes

Magazines print or digital 13 minutes

Online shopping 12 minutes

Photo or video messaging 9 minutes

Other activities 1 hour 16 minutes

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How much media we consume

 

People consume eight hours and 45 minutes media a day.

The majority of those under 65 use social media at least weekly.

50 per cent of time on social media is spent on a phone.

Those aged four and above watch three hours and 36 minutes watching TV.

Those who listen to the radio listen to three hours and three minutes a day.

19 per cent of media is consumed while multi-tasking.

40 per cent fceel ignored at least once a week by someone engrossed in a smartphone.

34 per cent say they had taken a digital detox.

16 per cent choose a holiday dfestination that  has no internet.

 

Popular social media and instant messaging sites

 

In 2016 64 per cent of adults use social media

The popular sites by users

38.9 million Facebook

22.5 million Facebook Messenger

21. 8 million LinkedIn

20.9 million Twitter

16.7 million whatsapp

16.5 million Instagram

12.8 Google +

11.5 million Pinterest

7.1 million Snapchat

 

Teenagers

15 per cent said that they were most likely to keep in touch with friends through social media.

69 per cent said that if they could not access the internet their life would be boring.

49 per cent said that they have communicated with someone who was in the same room by using the internet.

60 per cent think its unacceptable to communicate using the internet with someone who is in the same lesson.

61 per cent have had a device taken off them as a punishment.

 

16 to 24 year-olds

99 per cent use social media weekly spending 2 hours 26 minutes.

They spend more of their time communicating (32 per cent) than watching 29 petr cent.

Instant messaging is more important than any other means of communication.

Playing video games is as important as watching live TV.

The smartphone is used five hours a day.

87 per cent said they kept up to date with current affairs or social issues

Watch 55 minutes less TV a week than they did since 2014.

Watch 43 minutes more on demand TV than they did in 2014.

25 per cent say they feel nervous or anxious without the internet.

60 per cent say they spend too much time online.

72 per cent say that they missed out on sleep to use the internet.

 

25 – 35-year-olds

84 per cent use social media spen ding 1 hour 1 minute

Watching live TV has dropped by 37 minutes.

 

35 – 44-year-olds

77 per cent use social media spending 1 hour a day.

 

45 – 54-year-olds

64 per cent use social media spending 1 hour a day..

Watching live TV has dropped by 37 minutes

 

55 – 64-year-olds

Listening to the radio has increased by 23 minutes spending on average 58 minutes.

65+

24 per cent use social media spending 35 minutes on average.

 

Picture credit: US National Archives / Flickr


3 Comments on “STATS 2016: A pile of things every comms person needs to know from the Ofcom communications market report”

  1. Nicola Weatherburn says:

    A really useful breakdown – thank you!

    >


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