Media usage highlights the importance of online marketing
Posted: Thu Mar 27, 2025 5:45 am
Today we'll take a brief look at media usage research and present some figures on online communication that promise good prospects for online marketing. Our interpretation is based on the figures and facts about German citizens from the 2017 ARD/ZDF online study .
Media use online vs. offline
Studies on media usage originate from the field of media studies. They typically aim to capture all media usage, both online and offline. Therefore, they are primarily collected through surveys. Technical measurement of personalamazon data usage data is difficult , as individuals often use multiple devices, and some devices are used by multiple people.
The current figures clearly indicate a further advance in online media usage.
According to the study, almost 90 percent of people used the internet in 2017. Of these, 72 percent are already online daily. The average usage time is 2 hours and 29 minutes per day.
Online media usage of different age groups
When comparing the usage behavior of young and older age groups , clear differences emerge online (but also offline) .
The younger target group between 14 and 29 years of age now uses online media 100 percent of the time , with an average daily usage of 4 hours 34 minutes. This figure continues to decline with increasing age.
This also means that overall, online usage can be expected to continue to grow in the coming years – particularly among middle-aged people, as the current younger target group grows into this group.
What content is used
The younger target group spends most of their time using the internet for media, i.e., consuming videos, music, or articles on various platforms and websites. The older target group, on the other hand, rarely consumes media offerings online, but uses the World Wide Web for personal communication and other errands.
The following average distribution was determined across all age groups:
45 minutes for media use (moving images, audio, text; video streaming services and listening to music via Spotify or YouTube are particularly popular),
about 1 hour for individual communication (email, messenger, etc.) and
1 hour 11 minutes for other internet use (including shopping, surfing, gaming).
Mobile internet usage is increasing
The use of mobile internet accounts for a significant and ever-increasing share .
Around 30 percent access the internet while on the go. Currently, mobile web usage is up to 3 hours and 29 minutes per user per day.
Here, too, a further increase can be expected in the coming years, as the young target group in particular shows increased mobile internet usage.
Media use online vs. offline
Studies on media usage originate from the field of media studies. They typically aim to capture all media usage, both online and offline. Therefore, they are primarily collected through surveys. Technical measurement of personalamazon data usage data is difficult , as individuals often use multiple devices, and some devices are used by multiple people.
The current figures clearly indicate a further advance in online media usage.
According to the study, almost 90 percent of people used the internet in 2017. Of these, 72 percent are already online daily. The average usage time is 2 hours and 29 minutes per day.
Online media usage of different age groups
When comparing the usage behavior of young and older age groups , clear differences emerge online (but also offline) .
The younger target group between 14 and 29 years of age now uses online media 100 percent of the time , with an average daily usage of 4 hours 34 minutes. This figure continues to decline with increasing age.
This also means that overall, online usage can be expected to continue to grow in the coming years – particularly among middle-aged people, as the current younger target group grows into this group.
What content is used
The younger target group spends most of their time using the internet for media, i.e., consuming videos, music, or articles on various platforms and websites. The older target group, on the other hand, rarely consumes media offerings online, but uses the World Wide Web for personal communication and other errands.
The following average distribution was determined across all age groups:
45 minutes for media use (moving images, audio, text; video streaming services and listening to music via Spotify or YouTube are particularly popular),
about 1 hour for individual communication (email, messenger, etc.) and
1 hour 11 minutes for other internet use (including shopping, surfing, gaming).
Mobile internet usage is increasing
The use of mobile internet accounts for a significant and ever-increasing share .
Around 30 percent access the internet while on the go. Currently, mobile web usage is up to 3 hours and 29 minutes per user per day.
Here, too, a further increase can be expected in the coming years, as the young target group in particular shows increased mobile internet usage.