Vienna, May 14, 2013
Media Usage: The vast majority enjoy Internet and TV
The latest Media Use Benchmark shows that 94% of all respondents watch TV and 85% listen to the radio every day. Reading online news attracts 75%.
The report summarizes the overall usage from different media activities between 2012 and 2013.
Data was collected from 10.000 U. S. consumers, analyzing their Internet usage (at home and at work),
reading of books and news (online and offline), TV watching, radio listening, and mobile activity.
The data snapshot breaks down the data by age, ethnicity, income, and geographic region.
The analysis shows equal rates for watching TV, listening to the radio, and surfing the Internet for work between 2012 and 2013.
Like last year, respondents spent almost 4 hours a day watching TV and a bit more than 2 hours a day listening to radio.
By comparison, there was only a minor increase in using an app or web browser on a mobile phone, and reading the news online.
Daily media consumption, average hours per day:
3.9 Watch TV
3.8 Go on the Internet with your computer, not for work
2.1 Listen to the radio
2.0 Go on the Internet with your computer, for work
1.4 Read a book on paper (not online)
1.4 Read the news online
1.4 Use an app or go on the Internet with a mobile phone
1.1 Read a newspaper on paper (not online)
0.9 Read a book online (including using devices like tablets)
Daily media consumption by hours in a "typical" day:
| Media | % Doing Daily | 7 or More Hours | 3-6 Hours | Less Than 2 Hours
|
|---|
| Go on the Internet with your computer, not for work | 96 | 16 | 44 | 36
|
| Watch TV | 94 | 17 | 47 | 30
|
| Listen to the radio | 85 | 8 | 16 | 61
|
| Read the news online | 75 | 4 | 8 | 64
|
| Read a book on paper (not online) | 70 | 4 | 10 | 56
|
| Read a newspaper on paper (not online) | 61 | 3 | 6 | 51
|
| Go on the Internet with your computer, for work | 54 | 10 | 20 | 24
|
| Use an app or go on the Internet with a mobile phone | 52 | 5 | 11 | 36
|
| Read a book online (including using devices like tablets) | 38 | 3 | 8 | 27
|
Some more interesting facts about media usage in the U. S.:
- The heaviest contingent of TV watchers is aged 55 to 74, watching 4.2 hours a day on average (compared to the very youngest and oldest, who watch an average of 3.6 hours per day).
- The respondents who use different media activities each day at the highest average rates are those under 35.
- Mobile use has the largest range. Most of the youngest respondents report using mobile browsers or apps at least once a day, but only eight percent of the oldest respondents, those aged 75 and up, report using them daily.
- 98% of consumers go online at home, 60% do it at least three hours per day.
- 57% of consumers use their mobile phone for going online or using an app, 16% do it at least three hours per day.
- 56 to 74-year-olds watch the most TV (4.2 hours per day), 18- to 24-year-olds watch the least (3.6 hours per day).
- African-Americans watch the most TV per day.
More information can be found in the complete study from The Temkin Group, available for purchase at
http://experiencematters.wordpress.com.
Source: The Temkin Group, April 2013