Friday, January 05, 2007

More time spent on media, especially on internet

At the beginning of the new year, annual reports are published about market shares for the Dutch media: print, radio and television and internet by three research bureaus (RTV: Stichting KijkOnderzoek, Print: HOI/Cebuco, Internet: STIR). All media claim to use up more time from the consumer; internet is the winner. Did the Dutch consumer spend 50 hours a week on print, RTV and internet last year, now the consumer spends 52,5 hours weekly.

In the print sector, newspaper subscriptions keep going down; in the fall there was a short rise. The run of Dutch magazines totals 26,1 million copies, of which 4 million copies of women magazines. For the first time the relationship between newspapers, newspaper portals and digital copies of newspapers has been measured. Visits of Dutch newspaper portals rose with 19,9 percent to 30 percent of all Dutch inhabitants of 13 years and older. Monthly 4,1 million Dutch internet users visit a site complementary to a printed newspaper. Also subscriptions to digital editions are rising, but the numbers are still under 100.000 copies per title. And the digital/weekend subscription format is also popular. During the week readers can read the newspaper online, while on Saturday, the readers receive the printed Saturday edition (there are only two Sunday newspapers in The Netherlands). The newspapers are at last clearly following the McDonald strategy of diversifying in the offer: free sheets, a daily for young professionals, digital copies of the dailies and the digital/weekend newspaper.

Dutch RTV research showed that Dutch viewers watch two more minutes of TV last year, due to the World Soccer Championships, the Winter Olympics and the Dutch elections. The public broadcast stations had together a market share of 35, 1 percent over against the commercial stations, where RTL had a market share of 25,9 per cent. Radio is still leading in the media taking 43,1 percent of the time spent on media.

Internet was the winner this year. The consumption of internet rose from 65 to 80 million hours a week. This rise was attributable to a rise of the number of surfers from 9, 4 million to 10,3 million users, but the consumption per surfer rose from 6,9 to 7,8 hours per week. This higher consumption is due to the increase of broadband facilities. Especially the time spent by a senior internet consumer of 50+ years is increasing by 1 hour to 3,1 hour a week. The figure of 3,1 hours a week for 50+ years seniors is still contrasted by the time young people of 13-34 years spent behind the terminal: 9,3 hours a week. The group of 34-49 years surfs 6 hours a week.

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