Today's consumer enjoys a variety of options to customize their media use across television, radio and digital, according to Nielsen's Q2 Total Audience report.
Highlights Include:
- U.S. adults spend 10 hours and 24 minutes per day connected to media
- Adults 50-64 spend more time per day on media than any other age group
- Adults 18-34 spend more time on digital than TV and TV-connected devices
- Black adults spend 2 hours and 22 minutes longer per day across all media than average
- TV and TV-connected device usage peaks during the 9pm hour
- Nearly three-quarters (73%) of media time spent at 11pm is consumed through the TV glass
- 92% of adults listen to radio during the average week, more than any platform
- 19% of U.S. adults listen to podcasts each week
- 24% of households own a smart speaker
- vMVPDs exist in 3.4% of all TV households as of June 2018
- Over half of Asian American households have an enabled smart TV
This iteration of the Q2 Total Audience Report provides a seasonal look at usage as Nielsen now have four full quarters of data based on a common methodology. Nielsen notes it’s important to note that seasonality plays a role across linear platforms, but less so for digital. Additionally, “prime time” is outlined for each platform, giving an insight into time of day usage of different media devices.
Total U-S Population, 6+ |
Radio is more closely tied to traditional business hours. Listening time peaks at 12 p.m. but radio’s share of total media time spent per hour is consistently at its highest between 7am and 5pm. Digital usage is also remarkably consistent for an even longer period of time throughout the day. There is less than a one minute fluctuation in time spent from 9 a.m.-9 p.m. From morning until night, the internet is an integral part of people’s lives.
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