Media development in Denmark in 2016 - English summary
The young and elderly populations have moved in opposite directions in traditional media consumption – a decrease for the young and an increase for the elderly. At the same time, the elderly are well on the move in using digital media. An English summary of the Media development in Denmark report is now available.
The 2016 edition of the annual report on media development, published by the Danish Agency for Culture and Palaces, focuses on media consumption. It concludes that age is very much the deciding factor when it comes to media use.
TV viewing – a social thing for the young
In 2015, the Danes watched traditional TV on average for 172 minutes a day, only one minute less than the year before.
However, among the young traditional TV consumption has continued to decline. From 2010 to 2015 it fell by as much as 71 minutes – corresponding to more than 50 per cent (in 2014–2015 it fell by 12 minutes). In turn, TV viewing has increasingly become a social thing for the young – that is, it is something they do with others rather than alone.
The share of the population streaming films, series or TV programmes daily/almost daily has risen from 12 to 15 per cent.
Increase in radio listening
In 2015, for the first time since the current measurements of radio listening in Denmark began in 2008, there has been an increase in the average daily listening time.
Throughout the period 2008 to 2014, daily listening fell continuously and the overall decline in the period was a total of 15 minutes. From 2014 to 2015, the trend reversed and listening increased – for a while at any rate. This growth is explained by increased radio listening among the oldest age group, 70 years and over.
Most people still listen via the FM band, but there is an ongoing decrease in FM listening and an increase in digital listening.
Readers’ eschewal of printed newspapers has slowed
The trend for printed dailies in the period 2010–2015 was characterized by a continuous decline in readership figures.
However, in the period 2014–2015, for the first time in several years, the majority of newspapers have either put a stop to the decline in their readership or have experienced a more limited decline than in previous years. The largest drop in the reach of print newspapers has been among the youngest readers.
Largest online increase among the elderly
The share of the Danish population that uses the Internet on a daily basis has steadily increased in recent years, as has the share using smartphones to go online. Approximately nine out of ten in the younger population use a smartphone for Internet access, compared to around three in ten of 75–89 year olds.
However, even though the oldest population group still exhibits significantly lower use of the Internet and of smartphones to access the Internet than the youngest users, it is in this section of the population that we see the greatest growth rates.
About the report: This is the third edition of the Danish Agency for Culture and Palaces’ “Report on media development in Denmark”. As in previous years, this year’s report was compiled in consultation with an external editorial panel, consisting of seven expert media professionals, researchers and industry representatives.
BY: MOGENS VESTERGAARD KJELDSEN and EVA HARRIE