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

Jun 15, 2005, 01:00 ET from NOP World

    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.
     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, or Anna Lovejoy at + 44 (0) 20-7890-9710 or
     About NOP World ...
     A leading supplier of syndicated and custom research, NOP World offers
 focused expertise across six areas-automotive, business and technology,
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 Marketing Effectiveness and Customer Management.  The fifth-NOP World's
 Research Center of Excellence-provides best-in-field research design,
 methodologies and analytics.
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 more than 120 affiliates and subsidiaries in 61 countries, GfK is among the
 top-5 market research companies worldwide.