Time Spent Using Media
eMarketer assesses time spent by U.S. adults with media* in 2010 as follows (change from a year prior in parenthesis):
• TV and video: 4:24, or 264 minutes (-1.1%)
• Internet: 2:35, or 155 minutes (6.2%)
• Radio: 1:36, or 96 minutes (-2.0%)
• Mobile: 0:50 (28.2%)
• Newspapers: 0:30 (-9.1%)
• Magazines: 0:20 (-9.1%)
• Other: 0:46 (no change)
* includes multitasking or simultaneous use of media
According to The Nielsen Company (www.nielsen.com), the average time per day, in minutes, consumers spend using various media is as follows:
Age TV Newspapers Radio Magazines Internet
• 13-to-17: 226.8 7.8 66.6 12.6 152.4
• 18-to-34: 232.8 13.8 73.2 13.2 192.6
• 18-to-49: 267.6 19.2 90.6 13.8 181.2
• 25-to-49: 273.6 20.4 100.8 13.8 168.0
• 25-to-54: 283.8 21.6 106.2 15.0 160.2
• 35-to-64: 348.6 32.4 106.8 16.2 147.0
• 65 or older: 431.4 34.2 59.4 19.2 93.0
Household Income
• Less than $25,000: 411.0 22.2 93.6 12.6 140.4
• $25,000 to $50,000: 330.0 23.4 97.2 19.2 150.0
• $50,000 to $75,000: 289.8 25.2 91.8 13.2 141.6
• More than $75,000: 240.6 27.6 76.8 14.4 180.0
• More than $100,000: 232.8 27.6 67.8 13.2 190.9
Education
• Non-graduate: 319.8 18.0 64.8 13.8 124.2
• High school graduate: 371.4 27.6 94.2 18.0 131.4
• Some college: 304.8 19.2 99.0 13.8 173.4
• College graduate: 246.0 32.4 92.4 15.0 190.2
Average, Ages 18+
• Total: 319.2 26.4 91.2 15.6 156.6
Children’s and Teens’ Use Of Media
According to a 2010 assessment by the Kaiser Family Foundation (KFF, www.kff.org), 8-to-18 year-olds devote an average of 7 hours and 38 minutes (7:38) to using entertainment media across a typical day (more than 53 hours a week). Through media multitasking, they pack a total of 10 hours and 45 minutes (10:45) worth of media content into those 7½ hours.
The following are the average amounts of time spent with various media by youth:
The following are other findings of the KFF study:
Gender Characteristics
• Girls spend more time than boys using social networking sites (:25 vs. :19), listening to music (2:33 vs. 2:06), and reading (:43 vs. :33). Boys spend more time than girls playing console video games (:56 vs.: 14), computer games (:25 vs. :08), and going to video websites like YouTube (:17 vs. :12).
Mobile Media Driving Increased Consumption
• The increase in media use is driven in large part by ready access to mobile devices like cellphones and iPods. Over the past five years, there has been a huge increase in ownership of such devices among 8-to-18 year-olds: from 39% to 66% for cellphones and from 18% to 76% for iPods and other MP3 players. During this period, cellphones and iPods have become true multi-media devices; in fact, young people now spend more time listening to music, playing games, and watching TV on their cellphones (a total of :49 daily) than they spend talking on them (:33).
Online Activities
• Top online activities include social networking (:22 a day), playing games (:17), and visiting video sites such as YouTube (:15). Three-quarters (74%) of all 7th -12th graders have a profile on a social networking site.
Reading
• Over the past five years, time spent reading books remained steady at about :25 a day, but time with magazines and newspapers dropped (from :14 to :09 for magazines and from :06 to :03 for newspapers). The proportion of young people who read a newspaper in a typical day dropped from 42% in 1999 to 23% in 2009. Young people now spend an average of :02 a day reading magazines or newspapers online.
Television Viewing
• For the first time over the course of the KFF study (from 2004 to 2009), the amount of time spent watching regularly scheduled TV declined, by 25 minutes a day. But the options to watch TV – on the Internet, cellphones, iPods – led to an increase in total TV consumption from 3:51 to 4:29 per day, including :24 of online viewing, :16 on iPods and other MP3 players, and :15 on cellphones. All told, 59% (2:39) of young people’s TV-viewing consists of live TV on a TV set, and 41% (1:50) is time-shifted,
DVDs, online, or mobile.
• About two-thirds (64%) of young people say the TV is usually on during meals, and just under half (45%) say the TV is left on “most of the time” in their home, even if no one is watching. Seven in ten (71%) have a TV in their bedroom, and half (50%) have a console video-game player in their room. Children in these TV-centric homes spend far more time watching: 1:30 more a day in homes where the TV is left on most of the time and an hour more among those with a TV in their room.
• There are substantial differences in children’s media use between members of various ethnic and racial groups. Black and Hispanic children consume nearly 4½ hours more media daily (13:00 of total media exposure for Hispanics, 12:59 for blacks, and 8:36 for whites). Some of the largest differences are in TV viewing: black children spend nearly six hours and Hispanics just under 5½ hours, compared to roughly 3½ hours a day for white youth. The only medium where there is no significant difference between these three groups is print.
Texting
• Youths from seventh-grade through high school report spending an average of 1:35 a day sending or receiving texts. (Time spent texting is not counted as media use in the KFF study.)
Tweens and Media
• Among youth, media use increases substantially at the 11-to-14 year-old age group, an increase of 1:22 with TV content, 1:14 with music, 1:00 using the computer, and :24 playing video games, for total media exposure of 11:53 per day (vs. 7:51 for 8-10 year-olds).
Multitasking
In an October 2011 survey by The Nielsen Company, 42% of tablet owners and 40% of smartphone owners said they use their devices daily while watching TV; 15% of e-reader owners report doing so every day. Among table and smartphone owners, only 12% and 13%, respectively, say they never use their devices while watching TV.
Activities engaged in while watching TV among female and male tablet and smartphone users are as follows:
Female Male Total
• Check email during programs: 60% 59% 60%
• Check email during commercials: 60% 59% 59%
• Surf for unrelated info during programs: 46% 46% 46%
• Surf for unrelated info during commercials: 44% 46% 45%
• Visit social network site during programs: 48% 35% 42%
• Visit social network site during commercials: 47% 36% 42%
• Check sports scores: 17% 44% 30%
• Look up info related to TV program: 28% 30% 29%
• Look up info related to an ad: 17% 21% 19%
• Look up coupons/deals related to an ad: 15% 12% 13%
While multitasking is generally viewed as a distraction of consumers’ attention away from ads, there is a potential reach for marketers: connected consumers can text or email friends when they find an ad or brand of interest.
__________________________________________________________
“Consumers often turn to their PCs while watching TV to ... share their thoughts with friends, a practice that has become especially important for marketers looking to encourage word-of-mouth.”
eMarketer, 3/23/10
______________________________________________________________
* THE 2012 ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK 12th Edition Copyright © 2011 by Richard K. Miller & Associates
eMarketer assesses time spent by U.S. adults with media* in 2010 as follows (change from a year prior in parenthesis):
• TV and video: 4:24, or 264 minutes (-1.1%)
• Internet: 2:35, or 155 minutes (6.2%)
• Radio: 1:36, or 96 minutes (-2.0%)
• Mobile: 0:50 (28.2%)
• Newspapers: 0:30 (-9.1%)
• Magazines: 0:20 (-9.1%)
• Other: 0:46 (no change)
* includes multitasking or simultaneous use of media
According to The Nielsen Company (www.nielsen.com), the average time per day, in minutes, consumers spend using various media is as follows:
Age TV Newspapers Radio Magazines Internet
• 13-to-17: 226.8 7.8 66.6 12.6 152.4
• 18-to-34: 232.8 13.8 73.2 13.2 192.6
• 18-to-49: 267.6 19.2 90.6 13.8 181.2
• 25-to-49: 273.6 20.4 100.8 13.8 168.0
• 25-to-54: 283.8 21.6 106.2 15.0 160.2
• 35-to-64: 348.6 32.4 106.8 16.2 147.0
• 65 or older: 431.4 34.2 59.4 19.2 93.0
Household Income
• Less than $25,000: 411.0 22.2 93.6 12.6 140.4
• $25,000 to $50,000: 330.0 23.4 97.2 19.2 150.0
• $50,000 to $75,000: 289.8 25.2 91.8 13.2 141.6
• More than $75,000: 240.6 27.6 76.8 14.4 180.0
• More than $100,000: 232.8 27.6 67.8 13.2 190.9
Education
• Non-graduate: 319.8 18.0 64.8 13.8 124.2
• High school graduate: 371.4 27.6 94.2 18.0 131.4
• Some college: 304.8 19.2 99.0 13.8 173.4
• College graduate: 246.0 32.4 92.4 15.0 190.2
Average, Ages 18+
• Total: 319.2 26.4 91.2 15.6 156.6
Children’s and Teens’ Use Of Media
According to a 2010 assessment by the Kaiser Family Foundation (KFF, www.kff.org), 8-to-18 year-olds devote an average of 7 hours and 38 minutes (7:38) to using entertainment media across a typical day (more than 53 hours a week). Through media multitasking, they pack a total of 10 hours and 45 minutes (10:45) worth of media content into those 7½ hours.
The following are the average amounts of time spent with various media by youth:
- Television: 4:29
- Music/audio: 2:31
- Computer: 1:29
- Video games: 1:13
- Print: 0:38
- Movies: 0:25
- Total media exposure: 10:45
- Multitasking proportion: 29%
- Total media use: 7:38
The following are other findings of the KFF study:
Gender Characteristics
• Girls spend more time than boys using social networking sites (:25 vs. :19), listening to music (2:33 vs. 2:06), and reading (:43 vs. :33). Boys spend more time than girls playing console video games (:56 vs.: 14), computer games (:25 vs. :08), and going to video websites like YouTube (:17 vs. :12).
Mobile Media Driving Increased Consumption
• The increase in media use is driven in large part by ready access to mobile devices like cellphones and iPods. Over the past five years, there has been a huge increase in ownership of such devices among 8-to-18 year-olds: from 39% to 66% for cellphones and from 18% to 76% for iPods and other MP3 players. During this period, cellphones and iPods have become true multi-media devices; in fact, young people now spend more time listening to music, playing games, and watching TV on their cellphones (a total of :49 daily) than they spend talking on them (:33).
Online Activities
• Top online activities include social networking (:22 a day), playing games (:17), and visiting video sites such as YouTube (:15). Three-quarters (74%) of all 7th -12th graders have a profile on a social networking site.
Reading
• Over the past five years, time spent reading books remained steady at about :25 a day, but time with magazines and newspapers dropped (from :14 to :09 for magazines and from :06 to :03 for newspapers). The proportion of young people who read a newspaper in a typical day dropped from 42% in 1999 to 23% in 2009. Young people now spend an average of :02 a day reading magazines or newspapers online.
Television Viewing
• For the first time over the course of the KFF study (from 2004 to 2009), the amount of time spent watching regularly scheduled TV declined, by 25 minutes a day. But the options to watch TV – on the Internet, cellphones, iPods – led to an increase in total TV consumption from 3:51 to 4:29 per day, including :24 of online viewing, :16 on iPods and other MP3 players, and :15 on cellphones. All told, 59% (2:39) of young people’s TV-viewing consists of live TV on a TV set, and 41% (1:50) is time-shifted,
DVDs, online, or mobile.
• About two-thirds (64%) of young people say the TV is usually on during meals, and just under half (45%) say the TV is left on “most of the time” in their home, even if no one is watching. Seven in ten (71%) have a TV in their bedroom, and half (50%) have a console video-game player in their room. Children in these TV-centric homes spend far more time watching: 1:30 more a day in homes where the TV is left on most of the time and an hour more among those with a TV in their room.
• There are substantial differences in children’s media use between members of various ethnic and racial groups. Black and Hispanic children consume nearly 4½ hours more media daily (13:00 of total media exposure for Hispanics, 12:59 for blacks, and 8:36 for whites). Some of the largest differences are in TV viewing: black children spend nearly six hours and Hispanics just under 5½ hours, compared to roughly 3½ hours a day for white youth. The only medium where there is no significant difference between these three groups is print.
Texting
• Youths from seventh-grade through high school report spending an average of 1:35 a day sending or receiving texts. (Time spent texting is not counted as media use in the KFF study.)
Tweens and Media
• Among youth, media use increases substantially at the 11-to-14 year-old age group, an increase of 1:22 with TV content, 1:14 with music, 1:00 using the computer, and :24 playing video games, for total media exposure of 11:53 per day (vs. 7:51 for 8-10 year-olds).
Multitasking
In an October 2011 survey by The Nielsen Company, 42% of tablet owners and 40% of smartphone owners said they use their devices daily while watching TV; 15% of e-reader owners report doing so every day. Among table and smartphone owners, only 12% and 13%, respectively, say they never use their devices while watching TV.
Activities engaged in while watching TV among female and male tablet and smartphone users are as follows:
Female Male Total
• Check email during programs: 60% 59% 60%
• Check email during commercials: 60% 59% 59%
• Surf for unrelated info during programs: 46% 46% 46%
• Surf for unrelated info during commercials: 44% 46% 45%
• Visit social network site during programs: 48% 35% 42%
• Visit social network site during commercials: 47% 36% 42%
• Check sports scores: 17% 44% 30%
• Look up info related to TV program: 28% 30% 29%
• Look up info related to an ad: 17% 21% 19%
• Look up coupons/deals related to an ad: 15% 12% 13%
While multitasking is generally viewed as a distraction of consumers’ attention away from ads, there is a potential reach for marketers: connected consumers can text or email friends when they find an ad or brand of interest.
__________________________________________________________
“Consumers often turn to their PCs while watching TV to ... share their thoughts with friends, a practice that has become especially important for marketers looking to encourage word-of-mouth.”
eMarketer, 3/23/10
______________________________________________________________
* THE 2012 ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK 12th Edition Copyright © 2011 by Richard K. Miller & Associates