NEWS | 24 Feb 2016

Intense competition for user attention on the Internet

The DR Audience Research Department annually publishes a report on the use of electronic media in Denmark. Media Development 2015 is now available, and one of its main points is that the internet is becoming more mobile.

Overall, Danes spent 5 % more time on the  Internet equivalent to an increase to 2.5  hours daily in 2015. The mobile phone is be coming ever more important to Danes, and more access the Internet via their mobile  phones than ever before.

"The mobile phone is the first thing we look at when we wake up, and the last thing we look at before we go to sleep. It has changed our habits  in record time so that we are always online and can swipe for a date, pay the bills and get the news – all on the go. In the future, the mobile phone will be  even smarter and will act as our personal assistant." That's how Jacob Lyng Wieland and Rasmus Thaarup describe the media development in Media Development 2015.

The report points to that the internet is becoming more mobile. In 2015, over half of the Danish population accessed the Internet on their mobile phones daily. Radio still has a lot of listeners in the  morning, and on the way home from work. The computer is still used by most people during  working hours, and TV still has a lot of evening viewers during prime time. But the mobile  phone is being used in combination with the  older media types virtually around the clock.

Challenges for digital advertising

Other interesting numbers from Media Development 2015 shows that 31 % of Danes now block adverts on the Internet, with 9 % blocking  adverts on their mobile phone. At the same time, approximately one-quarter use private browsing, while nearly half regularly delete cookies.

In the light of these figures the number of Danes blocking online adverts seem to have risen. According to a study made by PageFair and Adobe in August 2015 only 23 % of the Danes used ad blockers.

As noted by the authors of Media Development 2015 "Danes' future use of ad blockers and deleting cookies may be pivotal in relation to the future of digital advertising".

The Media Development 2015 report (English version) can be downloaded at DR's website.

Direct link to PDF-report

More information: Media Development 2015 provides a status on Danes’ use of media content – on TV and radio as well as the Internet. Among other subjects it deals with changes in media consumption. From news and social media on mobile phones to the podcast phenomenon on the radio to streaming services that are taking over music listening from our home music collections.