Overall, the time adults spend per day with traditional media, such as newspapers, magazines, radio and television, will drop 8 minutes this year to 5 hours, 57 minutes. This is the first time traditional media consumption in France has dropped below 6 hours per day, or below 60% of total daily media time.
For comparison, average total digital time in France among adults will grow 8 minutes this year to 4 hours, 9 minutes per day, surpassing 40% of total media time.
“France is now entering a new phase: Digital media time is replacing traditional time, not adding to it,” said Karin von Abrams, principal analyst at eMarketer. “As the figures suggest, gains in digital time spent are balancing out declines in time spent with traditional media, so total media time is reaching a plateau. Fundamentally, people are reaching a saturation point where they cannot consume much more media, even when they multitask. That’s partly because many of the digital media activities that have posted the most significant growth are quite engaging. They demand a certain amount of attention and therefore, don’t lend themselves to multitasking. Mobile social networking and on-demand digital video are prime examples of this.”