Media activities done in the last 12 months – Global by age
Global total
18-24
25-34
35-44
45-54
55+ 95% 78% 90% 88% 84% 68% 77% 65% 54% 66% 44% 42%
95% 88% 87% 85% 83% 82% 82% 78% 75% 74% 66% 61%
Visiting websites or apps Interacting with social media
94% 94% 83% 75% 78% 91% 83% 86% 92% 79% 84% 75%
96% 93% 84% 83% 81% 91% 86% 85% 89% 80% 81% 76%
96% 91% 86% 86% 84% 89% 85% 82% 83% 77% 76% 66%
96% 89% 88% 88% 85% 85% 83% 79% 77% 75% 65% 59%
Watching live TV
‘Stickiness’ is a metric designed to demonstrate continued media engagement. Out of people who have maintained or increased their media use in the past 12 months, stickiness denotes the proportion of that group who intend to maintain or increase their media use in the following 12 months too.
Listening to the radio
Reading a newspaper or magazine in print or online
Streaming video
Watching non-live TV
Watching movies at the cinema
Streaming music
Attending live in-person events
Playing video games Listening to podcasts
Stickiness by media type – Global total
100%
91% 90% 89% 88% 88% 88%
86% 86% 85% 84% 83% 83%
86%
80%
70%
68%
65%
65%
60%
63% 61%
61%
49%
40%
43%
40%
39%
20%
0%
Visiting websites or apps
Listening to the radio
Streaming music
Streaming video
Interacting with social media
Reading a newspaper or magazine in print or online
Watching live TV
Listening to podcasts
Watching movies at the cinema
Watching non-live TV
Playing video games
Attending live in-person events
Maintained/increased in the last 12 months
Stickiness
Stickiness by media type – Global by age
Although new media, like video games and podcasts, continues to expand its presence, radio still appears to be a sticky media source. According to YouGov, listening to the radio had 90% overall stickiness between 2022 and 2023, especially for older generations. Among those aged 55+, listening to the radio had 95% stickiness, compared to 77% among those 18-24.
Global stickiness
18-24
25-34
35-44
45-54
55+ 92% 95% 87% 89% 90% 92% 91% 87% 85% 87% 84% 84%
91% 90% 89% 88% 88% 88% 86% 86% 85% 84% 83% 83%
Visiting website or apps Listening to the radio
87% 77% 87% 84% 84% 82% 77% 82% 81% 74% 78% 78%
90% 84% 89% 87% 88% 83% 83% 86% 85% 83% 83% 83%
92% 90% 90% 90% 89% 87% 85% 86% 86% 85% 84% 83%
92% 92% 89% 89% 88% 90% 88% 87% 86% 85% 83% 84%
Streaming music Streaming video
Interacting with social media
Reading a newspaper or magazine in print or online
Watching live TV
Listening to podcasts
Watching movies at the cinema
Watching non-live TV Playing video games
Attending live in-person events
@feedzinesocial
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