The report found that, as consumers’ media palate ebbs and flows throughout the day, so too does the share of consumers' time on these different devices. For example, during the weekdays, radio usage is greatest between 6:00 a.m.-6:00 p.m., with a 40% device share during the heaviest usage hour at 7:00 a.m.—surpassing even television. However, between 6:00 p.m.-6:00 a.m., television accounts for at leasthalf of all media use, peaking at 9:00 p.m. when it makes up almost two-thirds of the total audience.
- TV-connected devices make up a larger share of the average audience into the late evening.
- Radio usage is greatest between 6AM-6PM, with 40% share during the heaviest usage hour of 7AM – surpassing television.
- The PC audience aligns with daytime working hours of 9AM-4PM with around 11 million adults.
- Smartphone and tablet average audience is more stable, accounting for about one in six adult media users throughout the day.