Forrester

Why Read This Report

Most consumers around the globe report that in a typical week, they spend the greatest number of hours watching television compared with other media like reading the newspaper or talking on a mobile phone. In the US, metropolitan mainland China, Hong Kong, and Japan, time spent online, for either personal or work purposes, is second. However, in metropolitan India, time spent online ranks last. Another exception is South Korea, where time spent online ranks first. Consumers there now spend a bit more time online than watching TV. In contrast, media consumption behavior by generation often tells a dramatically different story: Metropolitan Chinese and South Korean Gen Y consumers spend twice as many hours online as they do watching television.