We asked respondents to select he most important purpose for their consumption of TV, radio, internet, social media, newspaper, magazines. The four purposes we included were hobbies & interests (e.g. sport, fashion), general knowledge, entertainment, education. Across the forms of media, entertainment was the highest ranked purpose, with the exception of newspapers and the internet. In the case of the internet, 29.8% of respondents use it for entertainment purposes, while another 34.8% using it for education. For newspapers, general knowledge was the highest rank, then followed by education. 71.9% of respondents watch TV for the purpose of entertainment. 66% also consume social media for entertainment too.
94.5% of respondents said they spend less than 1 hour a day on magazines. 89.7% said they spend less than 1 hour a day on newspapers. 73.9% said they spend less than 1 hour listening to the radio and then 38.4% spend less than 1 hour on TV. Notably only 6.6% use the internet for less than 1 hour a day, and another 11.5% of respondents use social media for less than an hour. The media with the most time spent on it was the internet, where 28% of respondents spend more than 4 hours on it each day.
59.1% of respondents consume more media at the weekends. TV is mostly consumed between 6 – 10 pm which checks out considering that that period of time is known as primetime. Radio and newspapers are mostly consumed during the morning between 6 – 10 am. Most respondents use the internet during the day between 2 – 6 pm. Similarly to TV, social media is consumed mostly between 6 – 10 pm, however unlike TV, there is more distribution between the time periods is more even than TV.
