GfK NOP Culture ScoreSMIndex Examines Global Media Habits...Uncovers Who’s Tuning In, Logging On and Hitting the Books

New York, June 15, 2005—GfK NOP (formerly NOP World) today announced results of its Culture ScoreSM "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 spent 16.6 hours watching television, 8 hours listening to the radio, 6.5 hours reading and 8.9 hours on computers/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 computer/Internet and reading.

Watching TV Listening to Radio Reading Computer/Internet
(Not for Work)***
Mean
Hours
Mean
Hours
Mean
Hours
Mean
Hours
Thailand 22.4 Argentina 20.8 India 10.7 Taiwan 12.6
Philippines 21.0 Brazil 17.2 Thailand 9.4 Thailand 11.7
Egypt 20.9 South Africa 15.0 China 8.0 Spain 11.5
Turkey 20.2 Czech Republic 13.5 Philippines 7.6 Hungary 10.9
Indonesia 19.7 Thailand 13.3 Egypt 7.5 China 10.8
USA 19.0 Turkey 13.3 Czech Republic 7.4 Hong Kong 10.7
Taiwan 18.9 Poland 12.5 Russia 7.1 Poland 10.6
Brazil 18.4 Hungary 12.1 Sweden 6.9 Turkey 10.6
U.K. 18.0 Germany 11.5 France 6.9 Brazil 10.5
Japan 17.9 Australia 11.3 Hungary 6.8 Egypt 10.3
Saudi Arabia 17.7 Mexico 11.1 Saudi Arabia 6.8 Philippines 9.8
France 17.3 Sweden 10.9 Hong Kong 6.7 Korea 9.6
Hong Kong 16.7 U.K. 10.5 Poland 6.5* Saudi Arabia 9.3
GLOBAL 16.6 USA 10.2 GLOBAL 6.5 South Africa 9.0
Czech Republic 16.2 Spain 9.9 Venezuela 6.4 GLOBAL 8.9
Poland 15.9 Philippines 9.5 South Africa 6.3 Argentina 8.9**
Spain 15.9 Canada 9.1 Australia 6.3 Russia 8.9**
China 15.7 Egypt 9.0 Indonesia 6.0 France 8.8
Korea 15.4 France 9.0 Argentina 5.9 U.K. 8.8
Germany 15.2 GLOBAL 8.0 Turkey 5.9 USA 8.8
Hungary 15.1 Venezuela 7.6 Spain 5.8 Canada 8.3
Russia 15.0 Italy 7.2 Canada 5.8 Sweden 8.0
Italy 14.9 Russia 6.6 Germany 5.7 India 7.9
South Africa 14.8 Indonesia 5.8 USA 5.7 Indonesia 7.7
Canada 14.7 Hong Kong 5.1 Italy 5.6 Venezuela 7.5
Argentina 14.0 Taiwan 4.7 Mexico 5.5 Australia 7.0
Australia 13.3 Japan 4.1 U.K. 5.3 Czech Republic 7.0
India 13.3 India 4.1 Brazil 5.2 Japan 6.9
Sweden 12.3 Saudi Arabia 3.9 Taiwan 5.0 Germany 6.4
Venezuela 11.9 Korea 3.0 Japan 4.1 Italy 6.3
Mexico 11.6 China 2.1 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 GfK NOP Culture ScoreTM

The Culture Score Index Series is based on further analysis of the Roper Reports® Worldwide 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.

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