This is a rise of 9% since 2016 – and up 13% since 2005 – as multi-media consumption becomes the norm. In 2005, 79% of adults were consuming two or more media in the same half hour at some point during the week but this has now risen to 92% in 2017. More than a quarter of adults ( 26%) are engaged in more than three different media in any half hour.

Television/video remains the largest medium – in terms of both weekly reach and average hours viewed – followed by Out Of Home (OOH), radio and then social networking/messaging in fourth place. TV holds the top spot among millennials as well but social media/messaging is challenging OOH as the second largest medium.

Among other stats revealed in TouchPoints are:

• 54% of adults watch video between 9-10pm on an average week night
• Netflix is viewed by 19% of all adults each week.
• 17% of adults listen to the radio live on a radio set between 8.30 and 9 am on a weekday morning.
• 76% of all adults use social media and/or messaging each week.
• Digital platforms increase the total print weekly reach for national and local newsbrands by just over a third ( 35%).
• Facebook reaches 83% of millennials and 62% of adults each week

Sarah Golding, IPA president and CEO of CHI & Partners, said: "This latest TouchPoints 2017 data proves, unequivocally, that our media consumption patterns are continuing to grow and fragment as technology, new platforms and media channels are delivering an ever wider choice of content, available to us on a 24/7 basis.

"The knock-on effect on our lives – both personally and professionally – cannot be underestimated. As such, this data is invaluable in helping our industry to recognise the most appropriate ways to approach consumers – one that improves lives rather than interrupts."
 
The TouchPoints Daily Life data is based on a representative sample of about 6,000 adults aged 15+, living in Great Britain. Each respondent keeps a diary detailing their activities on a half hourly basis over a seven day period and completes a questionnaire covering attitudes, product ownership, shopping, media behaviour, etc.
 

All adults:

 
*Internet time/reach refers to any internet use such as shopping, searching etc but not for media consumption, or social or communications activity.