Global internet use is set to grow by almost 12% this year, with people spending more than eight hours a day consuming media, according to forecasts by ZenithOptimedia.
The agency’s Media Consumption Forecast reported people will spend an average of 492 minutes a day consuming media this year – up 1.4% from 485 minutes a day in 2014.
Jonathan Barnard, the head of forecasting at ZenithOptimedia, said: "The average person already spends half their waking life consuming media.
"But people around the world are clearly hungry for even more opportunities to discover information, enjoy information, enjoy entertainment and communicate with each other, and new technology is supplying these opportunities."
The report forecasts internet consumption will grow by 9.8% a year between 2014 and 2017 to reach 144.8 minutes a day.
Internet use a share of overall media consumption rose from 12.9% in 2010 to 22.6% in 2014. It will grow to 28.6% of the total in 2017.
Apart from outdoor, the growth in Internet use means traditional media — newspapers, magazines, television, radio and cinema — fell between 2010 and 2014, with this decline expected to continue.
The average time spent reading newspapers fell by 25.6%, with magazine reading time declining by 19% between 2010 and 2014.
Television consumption dropped by 6% over the same period.
But the report does not count reading newspapers on digital devices, or watching television via the internet, which are instead listed as "internet" consumption.
The report surveys the changing patterns of media consumption in 65 countries around the world from 2014 to 2017.