The internet will overtake traditional TV as the most consumed form of media for the first time in June 2010 if current growth trends continue.
According to a new report from Microsoft, internet consumption in 2010 will average 14.2 hours per week, or over 2.5 days a month, compared to 11.5 hours a week, or 2 days a month, for TV.
For some segments of the market, such as the 18-24 year old segment, the PC is often the only television screen; for others, it can be a second or third screen, said Microsoft.
To this generation, TV frequently means video, delivered on demand. In fact, one in seven 18-24 year-olds now watch no live TV at all. 42% of young adults regularly watch TV through a PC, it added.
The report outlines that over the next five years time we should see the PC move from being almost the sole provider of the internet (95%) to representing just 50% of internet usage as other web enabled or connected devices grow in popularity – such as TV, mobile phones and games consoles.
John Mangelaars, vice president, Microsoft, consumer and online, EMEA, said: “The three screens – TV, mobile and PC will remain the most important media and technology in our lives. While today the experience is fragmented across multiple media devices and environments – from the living room television to the bedroom PC to the portable music player and mobile phone – in future, software from Microsoft and others will enable connected, integrated entertainment experiences.
Almost 50% (48.5%) of Europeans now have an internet connection and people spent almost 9 hours per week using the web in 2008, up 27% from 2004 – more time than they spent reading print media, watching movies offline or playing video games, said Microsoft.
In addition, Microsoft highlights in its report how the internet has created a social media revolution – not just with the rise of social networks but with the socialization of online media. Research shows that content on online news sites now includes a mix of user-generated photos (58%), home videos (18%) and independent articles (15%).