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TRADITIONAL media - print publications and television broadcasts - continues to be the most highly consumed media by adults in Singapore, according to a Nielsen report released on Thursday.
More than nine in 10 adults (92.7 per cent) read print newspapers and watch TV broadcasts weekly, while more than six in 10 adults (64.7 per cent) utilised digital or online platforms to access news and entertainment in the past month, the 2015 Media Index report found.
Printed newspapers continued to be the staple read for most Singapore adults (54.6 per cent), while digital newspapers were "well perceived" by 14.5 per cent of local readers on an average daily basis.
Some 84 per cent of local viewers continued to tune in to free to air (FTA) TV channels on an average weekly basis, while some seven in 10 (65.5 per cent) watched FTA TV daily.
Internet usage continued its momentum, reaching 76.2 per cent daily and 79.5 per cent monthly, the report found.
Close to three in five adults (59.2 per cent) complement their weekly offline media consumption with monthly digital media consumption. This, as local media owners are increasingly integrating offline and online offerings to deliver a multi-platform experience to the Singapore audience, Nielsen reported.
"In today's information age, the thirst for media consumption is growing exponentially and consumers are faced with multiple platforms and choices to satisfy this need," said Rebecca Tan, managing director for media client leadership at Nielsen Singapore, Malaysia and Indonesia.
She added: "Local media providers have been diversifying and continuing to enhance their offerings to cater to the escalating demands of these consumers and provide an omni-channel experience to their audience."