“The new media reality is now commonplace”
The DR Media Research Department annually publishes a report on the use of electronic media in Denmark. Media Development 2014 is now available, and one of its main points is that streaming is still in the process of somewhat taking over audiences from traditional television.
“In 2013, streaming went mainstream in Denmark. In 2014, Danes became more inclined to take control over what they see on screen, so streaming now accounts for 17% of their TV viewing time. In other words, the new media reality is now commonplace,” says Dennis Christensen, Deputy Head of Research in DR Media Research. The report shows that the Danes’ use of streaming has grown by 38 per cent, while the use of traditional TV has declined by 4 per cent.
In recent years, there has been significant development among 60-74-year-olds as regards new digital devices. Access to a smartphone shows massive growth. Forty-four per cent of people aged 60-74 years have their own smartphones, a percentage that has almost doubled in just 18 months. Besides smartphones, particularly tablets have gained in popularity in the homes of older people: 42 per cent of Danes aged 60 to 74 years have access to a tablet at home. In 2012 and 2013 this group’s access to a tablet at home was 10 and 23 per cent, respectively.
When it comes to radio listening, the report shows some unexpected results. Danish teenagers consume more radio each day, and the decline in radio consumption in general is the lowest in years. Ninety-three per cent of Danes used the radio medium weekly in 2013, a figure that fell only slightly to 92 per cent in 2014. As for listening time, the average Dane listened to radio for 117 minutes a day in 2013, and 116 minutes in 2014. Teenagers, however, have actually increased their listening time from 55 to 59 minutes.
More information: Media Development 2014 provides a status on Danes’ use of media content – on TV and radio as well as the Internet. Among other things, the report looks into both young and older people’s use of mobile units, how the population channel surfs, and the use of secondary devices when watching TV.
The report also contains a thematic section, which looks at changes in Danish TV-viewing habits. Furthermore, media researchers speculate on the current trends in media technology, business models and viewer behavior.
BY: MOGENS VESTERGAARD KJELDSEN