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Insider Intelligence, Publicis Media, GWI Release Global Media Intelligence Report 2022

Comprehensive annual report details how device usage and consumer media habits shifted and reformed this year across 8 regions and 44 markets

NEW YORK (October 27, 2022) Insider Intelligence, Publicis Media, and GWI today released their Global Media Intelligence Report 2022, a robust annual guide detailing media and device usage in 44 markets. For the first time, the report presents this data on a regional basis, allowing for robust global comparisons.

Each of the eight regions’ media habits and behaviors is analyzed by the following metrics: device ownership, smartphone and tablet owners, smart TV owners, average time spent with media, traditional media users, TV viewers, video-on-demand (VOD) viewers, social media/messaging users, digital audio listeners, and voice assistant/search users.

Key findings this year include:

  • Time spent with mobile devices increased from 2019 to 2022 in every region. Mobile time increased the most in North America, with almost an hour more spent on mobile since 2019. Four other regions—Western Europe, Central and Eastern Europe, Latin America, and the Middle East and Africa—each increased time spent with mobile by about half an hour.
  • Internet users in Latin America are among the most active users of digital media. They lead the world in time spent consuming content, including via mobile, social media and messaging, and music streaming. 
  • Social media and messaging service adoption is ubiquitous across most regions, but Asia-Pacific countries are unique in the number of apps consumers use regularly. It is more common to use seven or more apps, a reflection of how ingrained these apps are for communication and commerce in the region.
  • While Western Europe is home to four of the world’s 10 largest economies by GDP, according to the World Bank, the region is not on the leading edge of digital media usage. Users across this culturally diverse swath of the continent range widely in their time spent with media activities, but collectively they lag behind every other region in time spent on mobile and social/messaging apps.
  • TV viewership in the US is higher than in any other country tracked by the GWI, in terms of time spent viewing TV. The US appetite for linear TV is fueled by a wide array of programming choices, including a surplus of services delivered via digital channels across devices. 
  • Countries in the Middle East and Africa are home to the most active gamers in the world. The region’s gaming industry will keep booming over the coming years and lead on a global scale in gaming technologies, given recent investments in the region.

The Global Media Intelligence report provides in-depth analysis of changing consumer media habits and compares them across geographies,” said Insider Intelligence principal analyst Paul Briggs. “Our team of analysts focused on providing timely answers for media buyers and brand marketing teams, especially relating to key questions about shifting traditional and digital media behaviors this year in the 44 countries and markets covered.”

“When, where, and how people consume media continues to evolve. The momentum of digitally connected behaviors across desktop/laptop/tablets, mobile, social/messaging, online TV/streaming, and traditional media continue to lend themselves to more opportunities for marketers to connect with consumers across the marketing funnel. Shoppable media with easy click-to-collect options is an example of this,” said Kelly Kokonas, EVP, Global Data Strategy, Publicis Media-Starcom. “From emerging markets to industrialized nations, the Global Media Intelligence Report 2022 provides deep insights on how consumer habits continue to evolve and how to best harness technology to build strong connections.”

“Media consumption habits are returning to their pre-pandemic trajectories—with mobile and social media still king, but gaming and streaming making some of the biggest year-on-year gains,” said Jason Mander, Chief Research Officer, GWI. “Even so, many forms of traditional media continue to hold their own, and the 2022 Global Media Intelligence Report highlights the importance of understanding opportunities at a regional level—from the power of broadcast TV in North America and Western Europe, to the rise of podcasts in emerging regions.  



GWI surveys internet users ages 16 to 64 in more than 44 markets on a range of questions about their digital lives and lifestyles. The minimum sample size per quarter, per market is 1,250; bigger markets have larger quarterly sample sizes, with the maximum being 25,000 in China and the US. The final data set is weighted to interlocking age, gender, and education quotas which reflect the internet population in each country. 


About Insider Intelligence

Insider Intelligence is a leading research provider focused on digital transformation. We empower professionals with actionable data, insights, and analysis to make informed decisions in a digital world. Formed as a merger of eMarketer and Business Insider Intelligence in 2020, we produce nearly 200 forecasts, 300 reports, 7,000 charts, and 1,500 newsletters across the advertising, media and marketing, financial services, healthcare, and retail and ecommerce industries. Insider Intelligence is a division of Axel Springer S.E.


About Publicis Media

Publicis Media harnesses the power of modern media through global agency brands Spark Foundry, Starcom, Performics Collective, and Zenith. A key business solution of Publicis Groupe, Publicis Media’s digital-first, data-driven global practices deliver client value and drive growth in a platform-powered world. It is present in more than 60 countries with over 23,000 employees worldwide.


About GWI 

GWI is an audience insights technology company. Its SaaS platform and custom data products are trusted by the world’s biggest brands, media organizations, and agencies on a daily basis to gain a deep understanding of their audiences at speed.

The company’s flagship survey represents 2.7 billion people globally. Through a combination of survey data and analytics, clients can gather in-depth insights into behaviors, attitudes, and interests from rich data sets including GWI Kids, GWI Sports, GWI USA, GWI Gaming, GWI Travel, and GWI Work.


For Insider Intelligence

Steve Severinghaus

For Publicis Media

Britta Petersen

Posted on October 27, 2022.