The media and communications market, whether traditional or digital, is in perpetual development. The consumption patterns of different generations adapt and evolve, keeping pace with various changes and new trends.
What is the relationship consumers have with social media? What is the time spent on TikTok? What are the figures for local television advertising?
Local campaigns represent 1/5th of national television advertising time
In March 2024, Kantar Media launched a new monitoring method for local advertising. But what does this new scope include? TV includes both regional variations of national channels, regional breaks, as well as several independent local channels. This additional tracking provides insight into brands' strategies and the financial impact of their local advertising campaigns. All these combined factors help to identify local advertisers.
Initial data collected in January 2024 reveals that local adverts account for 20% of national television advertising time.
The French are increasingly connected
The Digital Report France 2024, published in January, reveals some interesting data on screen and digital usage. Notably, more than 97.1% of 16-64 year-olds now own a smartphone. 41.41% also own a games console and 26.51% a smartwatch or fitness tracker (an increase of 6.41% compared to last year). Furthermore, 62.1% watch TV via streaming or on-demand services. Music consumption is also increasingly via streaming, with 55.5% of French internet users listening to music this way – an increase of 2.7% compared to 2022 – and nearly 54.1% listening to podcasts (+3.8%).
40 hours spent on TikTok per month
The world is becoming increasingly connected to various online devices, and the French seem to be no exception. Their relationship with social media continues to evolve, and certain platforms appear to be standing out more.
Facebook retains its leading position in terms of the number of active users. In the summer of 2022, the platform surpassed the 3 billion mark for monthly active users worldwide and remains the most widely used social network in France. 72.31% of French people aged 16 to 64 who are online use the platform. The top three is completed by two other platforms from the same group (META): WhatsApp (63.71%) and Instagram (60.31%), both of which are seeing an increase in their usage rates.
In contrast, when it comes to time spent on apps, one medium stands out significantly. TikTok is the social network that best manages to capture its users' attention. Among the French people who actively use the platform, the average time spent per month amounts to 38 hours and 38 minutes, which is more than on YouTube (16 hours and 50 minutes). It should be noted that this usage time is growing, with an increase of over 17 hours compared to 2022.
