NOP World Culture Score(TM) Index Examines Global Media Habits... Uncovers Who's Tuning In, Logging On and Hitting the Books

NOP World Culture Score(TM) Index Examines Global Media Habits... Uncovers Who's Tuning In, Logging On and Hitting the Books

NEW YORK, June 15 /PRNewswire/ -- NOP World today announced results of its Culture Score(TM) "Media Habits" Index offering a global perspective on the time consumers report watching television, listening to the radio, searching the Internet and reading.

Globally, individuals say they spend 16.6 hours watching television, 8 hours listening to the radio, 6.5 hours reading and 8.9 hours on computers/the Internet (for non-work related reasons) on average each week.

It is interesting to note that consumers in the US and UK are below the global average (5.7 and 5.3 hours per week respectively) when it comes to reading, but significantly above the average on TV viewing (19 hours per week in the US and 18 in the UK), listening to the radio (10.2 hours per week in the US and 10.5 in the UK) and just slightly below the global average for computer/Internet usage (8.8 hours per week in both the US and UK).

Stay Tuned

Consumers in Thailand report the most time each week in front of the television at 22.4 hours per week, followed closely by the Philippines at 21.0, Egypt at 20.9 and Turkey at 20.2 hours. Mexicans report watching the least amount of television at 11.6 hours per week, followed by Venezuelans at 11.9 and Swedes at 12.3.

Radio Nations

Argentineans spend the most time (20.8 hours per week) listening to the radio, followed by Brazilians at 17.2 and South Africans at 15.0 hours. Consumers in China spend the least amount of time listening to the radio at only 2.1 hours a week. Koreans and Saudis also report low radio time (at 3 hours and 3.9 hours per week respectively.)

World Wide Web

Consumers in Taiwan report the most computer/Internet time, averaging 12.6 hours a week for non-work related purposes, followed by consumers in Thailand (11.7) and Spain (11.5) hours.

Individuals in Mexico (6.3 hours), Italy (6.3 hours) and Germany (6.4 hours) spend the least amount of time on computers/Internet.

Bookworms

Consumers in India are most likely to spend time reading, at an average of 10.7 hours per week, followed by consumers in Thailand and China (at 9.4 hours and 8 hours per week respectively). At 3.1, 4.1 and 5 hours respectively, individuals in Korea, Japan and Taiwan fall to the bottom of the reading list.

Following is the complete list of the average weekly hours consumers report spending watching television, listening to the radio, on computers/the Internet and reading:

Watching TV Listening to Radio

Mean Hours Mean Hours
Thailand 22.4 Argentina 20.8
Philippines 21.0 Brazil 17.2
Egypt 20.9 South Africa 15.0
Turkey 20.2 Czech Republic 13.5
Indonesia 19.7 Thailand 13.3
USA 19.0 Turkey 13.3
Taiwan 18.9 Poland 12.5
Brazil 18.4 Hungary 12.1
U.K. 18.0 Germany 11.5
Japan 17.9 Australia 11.3
Saudi Arabia 17.7 Mexico 11.1
France 17.3 Sweden 10.9
Hong Kong 16.7 U.K. 10.5
GLOBAL 16.6 USA 10.2
Czech Republic 16.2 Spain 9.9
Poland 15.9 Philippines 9.5
Spain 15.9 Canada 9.1
China 15.7 Egypt 9.0
Korea 15.4 France 9.0
Germany 15.2 GLOBAL 8.0
Hungary 15.1 Venezuela 7.6
Russia 15.0 Italy 7.2
Italy 14.9 Russia 6.6
South Africa 14.8 Indonesia 5.8
Canada 14.7 Hong Kong 5.1
Argentina 14.0 Taiwan 4.7
Australia 13.3 Japan 4.1
India 13.3 India 4.1
Sweden 12.3 Saudi Arabia 3.9
Venezuela 11.9 Korea 3.0
Mexico 11.6 China 2.1

Reading Computer/Internet
(Not for Work)***
Mean Hours Mean Hours
India 10.7 Taiwan 12.6
Thailand 9.4 Thailand 11.7
China 8.0 Spain 11.5
Philippines 7.6 Hungary 10.9
Egypt 7.5 China 10.8
Czech Republic 7.4 Hong Kong 10.7
Russia 7.1 Poland 10.6
Sweden 6.9 Turkey 10.6
France 6.9 Brazil 10.5
Hungary 6.8 Egypt 10.3
Saudi Arabia 6.8 Philippines 9.8
Hong Kong 6.7 Korea 9.6
Poland 6.5* Saudi Arabia 9.3
GLOBAL 6.5 South Africa 9.0
Venezuela 6.4 GLOBAL 8.9
South Africa 6.3 Argentina 8.9**
Australia 6.3 Russia 8.9**
Indonesia 6.0 France 8.8
Argentina 5.9 U.K. 8.8
Turkey 5.9 USA 8.8
Spain 5.8 Canada 8.3
Canada 5.8 Sweden 8.0
Germany 5.7 India 7.9
USA 5.7 Indonesia 7.7
Italy 5.6 Venezuela 7.5
Mexico 5.5 Australia 7.0
U.K. 5.3 Czech Republic 7.0
Brazil 5.2 Japan 6.9
Taiwan 5.0 Germany 6.4
Japan 4.1 Italy 6.3
Korea 3.1 Mexico 6.3

* Hours spent reading in Poland are the same as the global average.
** Hours spent on the Internet/Computer in Argentina and Russia are the
same as the global average.
*** Computer usage excludes those who report no time using
computer/Internet for non-work purposes.

About NOP World Culture Score(TM) ...

The Culture Score Index Series is based on further analysis of the NOP World Roper Reports Worldwide(TM) survey, which includes in-depth personal interviews with more than 30,000 people age 13 and older in 30 countries between December 2004 and February 2005. The data are weighted to the sampled population in each country. For more information about the Culture Score Index series, please contact Francine Vassallo at 212-752-8338 or fvassallo@psbpr.com, or Anna Lovejoy at + 44 (0) 20-7890-9710 or alovejoy@nopworld.com.

About NOP World ...

A leading supplier of syndicated and custom research, NOP World offers focused expertise across six areas-automotive, business and technology, consumer and retail, financial services, health and media. Industry specialists are supported by five Centers of Excellence. Four focus on the key stages of the marketing cycle-Market Opportunity, Brand Strategy, Marketing Effectiveness and Customer Management. The fifth-NOP World's Research Center of Excellence-provides best-in-field research design, methodologies and analytics.

In June 2005, NOP World was acquired by GfK Aktiengesellschaft (GfK). With more than 120 affiliates and subsidiaries in 61 countries, GfK is among the top-5 market research companies worldwide.

Source: NOP World

CONTACT: Francine Vassallo, fvassallo@psbpr.com, or Deanna Decker,
ddecker@psbpr.com, both of Padilla Speer Beardsley, both at +1-212-752-8338

Web site: http://www.nopworld.com/

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