The future of mediais quicklychanging right before our very eyes.Digital is taking over the world, and the generational shift is in full effectas millennials and Generation X grow older and smartphones, computers, and tablets become the primaryoutlets for media consumption.This increasein digital dominance won't just affect news. Advertising and television will also deal withmajor disruption in the next few years.But we can't know where we're going until we have a thorough understanding of where we are now. eMarketer, the leading research firm for marketing in a digital world, has done just that in its Global Media Intelligence Report 2016.This is the authoritative guide to country-by-country digital media and digital adoption. This deep dive into the state of digital media covers more than 40 countriesand highlightsthe prevalence of various media in each of them through more than 450 detailed charts.The areas covered include:TelevisionOver-the-top streaming services (Netflix, Hulu, etc.)InternetMobile PhonesNewspapersRadioMagazinesFurthermore, the report breaks down the demographic profile of media consumers in these nations by gender, age, and socioeconomic status.For example, in the United States:Television is the most widespread content-based medium in the nation, as 89.1% of adults watched at least one half hour of free-to-air or cable television during a typical week in Spring 2016.Internet penetration reached 81.7% of the adult population in Spring 2016.Nearly 80% of adults had listened to radio, but just 18.1% had done so through the Internet or apps.72.4% of respondents had read a print magazine during an average month in Spring 2016.46.3% of adults had read a print newspaper in the last month, and 21.3% had read a daily newspaper.Social media usage was more common among females than males at 71.7% to 60.2%.Nearly 56% of males had watched a YouTube video in the last 30 days, compared to 49.6% of females.More than 95% of adults had a mobile phone in Spring 2016, and 77.6% had a smartphone. And 45.1% had a tablet or e-reader.71.6% of adults had gone online with a mobile phone or smartphone in the last month, which surpassed the 69.8% who had done so with a laptop or desktop.But that's just a sample of the wealth of information this report contains. Some of the other nations include Argentina, Brazil, China, France, Great Britain, Italy, Mexico, Russia, Spain, Thailand, and more. And eMarketer analyzes each country with the same high level of insight you see here.Here's how you get this exclusive Digital Media research:To provide you with this exclusive report, eMarketer has partnered with BI Intelligence, Business Insider's premium research service. This report is not available for individual sale anywhere else, and we're bringing it to you at a deep discount!If you're involved in media at any level, you simply must understand the tremendousshifts that are occurring in this space.Executives at major media outlets, reporters at digital startups, and everyone in between is eager to understand how the future of media will look.And the digital mediafield is evolvingright before our eyes. Companies are figuring out on the fly how to best attract viewers and advertisers. What lessons are they learning' Who's doing it best' What threats are traditional media companiesfacing' Where are the opportunities for exponential growth for newer outlets'eMarketer'sGlobal Media Intelligence Report 2016is theONLYresource that answers all of these questions and more. Click here to purchase this exclusive report.Join the conversation about this story
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