The amount of time people spend consuming media continues to rise, with the head of forecasting at Publicis’ Zenith unit projecting that it will max out right around our total awake time, MediaPost reports.
Jonathan Barnard, Zenith head of forecasting and director of global intelligence, did say, “I think we’ve got a way to go.” But he noted that with new technologies, particularly 5G connectivity and Internet of Things connected devices, the upper limit of media consumption will be determined only by sleep.
His comments came in connection with this week’s release of the agency’s new Media Consumption Forecast.
“Currently, the average American’s non-sleeping day is about 912 minutes, according to the U.S. Bureau of Labor Statistics,” MediaPost reports. “Zenith’s new forecast estimates the average American will spend 636.6 minutes daily with media this year, or about 70% of the time we are awake.”
Barnard’s forecast suggests that another 13 minutes per day will be added to our media consumption during the next two years.