In GWI Core, we ask respondents how much time they spend using different media types. The Media Consumption Segmentation splits the time respondents spend on each media type into identical manageable segments.
Daily time spent on media question
This segmentation is based upon the following question from GWI Core:
Roughly how many hours do you spend on / doing the following during a typical day?
Less than 30 minutes | 30 minutes to 1 hour | 1 to 2 hours | 2 to 3 hours | 3 to 4 hours
4 to 6 hours | 6 to 10 hours | More than 10 hours | Do not use
Online on a Mobile
Online on a PC / Laptop / Tablet
Watching TV
Watching Online TV / Streaming
Listening to Music Streaming Services
Listening to Radio
Reading Physical Print Press
Reading Online Press
Games Consoles
Social Media
As the question is not asked in the mobile survey, this segmentation excludes mobile only respondents.
Groups
All times spent for each media type are then grouped into the following universal groups:
Do Not Use
Less than 30 Minutes
30 Minutes to 2 Hours
2 Hours to 4 Hours
More than 4 Hours