Next year, for the first time, adults in Germany will spend more time with online digital media than viewing TV, a shift in viewing patterns that are even showing up with older consumers.
eMarketer forecasts that German adults will spend 3 hours and 44 minutes per day online compared to 3 hours and 38 minutes watching television; in all, digital media consumption will be up by 5.8% among consumers 18 and older, while daily TV viewing time is forecast to decline 0.3%.
“Recent years have seen internet penetration climb even among Germany’s older residents,” said Karin von Abrams, an eMarketer analyst. “We’re already seeing a shift in viewing patterns, as more TV content migrates to digital platforms. So a steady increase in time spent with digital is definitely in the cards.”
The trend is expected to continue. With online time increasing to 3 hours and 53 minutes by 2018 and TV viewing time expected to be flat.
As in many other developed countries, mobile access to the Internet is expected to surpass laptop and desktop in 2017, 1 hour and 53 minutes to 1 hour and 31 minutes.
Germany has Western Europe’s largest national online population, about 63.6 million Internet users, with the Internet being a daily or near-daily activity for most adults, including older users.
“Mobile access is also fueling a big leap in time spent with digital media,” said von Abrams.