mindshare media insights - time spent with media 2014
DESCRIPTION
The average American adult spends over 5 hours/day watching traditional TV. Learn more about how people are spending their time with media hereTRANSCRIPT
2014 Time Spent with Media
Media InsightsSeptember 5, 2014
The average American spends 10.5 hours per day with media
Data is for the total population – it includes users and non-users of a medium See last page for information on sources
2
A18+ Average Daily Time Spent with Media (h:mm)
10 hours, 29 minutes
• Despite increases in time spent online, adults spend almost half of their media time watching traditional TV - that’s over 5 hours per day!
Age Differences
3
Average Daily Time Spent with Media (h:mm)
9:27
10:42
11:14
^
*
Data is for the total population – it includes users and non-users of a medium See last page for information on sources
*^
• The older one is, the more time they spend watching TV, and the less likely they are to be online
• A18-34 spend almost two hours less with media per day than older adults, but A18-34 spend 3x as much time on the mobile internet
^Newspaper time spent for is for A35-64*Newspaper time spent for is for A65+
Gender Differences
A18+ information shown in chart
4
10:25
10:34
Average Daily Time Spent with Media (h:mm)
• Women watch more traditional TV than men
• However, men view 2x the amount of online video women do, even though it only accounts for 33 minutes/day
• Overall, women spend slightly more time with media than men
Data is for the total population – it includes users and non-users of a medium See last page for information on sources
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Age hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm
12+ 5:00 35:07 1:48 12:33 0:49* 5:43* 0:25* 2:56*12-17 3:00 21:00 1:04 7:27 0:06^ 0:46^ 0:25* 2:59* 0:15* 1:49*12-24 3:07 21:50 1:19 9:12 0:36* 4:14* 0:23* 2:42*12-34 3:28 24:22 1:28 10:16 0:46* 5:25* 0:28* 3:19*12-49 3:57 27:43 1:40 11:42 0:51* 6:02* 0:27* 3:11*12-54 4:12 29:24 1:44 12:09 0:52* 6:09* 0:26* 3:06*12-64 4:35 32:05 1:48 12:37 0:52* 6:06* 0:25* 2:56*18+ 5:13 36:37 1:52 13:04 0:12 1:30 0:24 02:48 0:51 5:59 1:34 11:02 0:23 2:44
18-24 3:12 22:31 1:31 10:36 0:12 1:25 0:45 5:15 2:26 17:02 0:29 3:2518-34 3:38 25:32 1:36 11:14 0:11 1:23 0:13 01:36 0:53 6:16 2:24 16:50 0:32 3:5018-44 3:56 27:33 1:43 12:01 0:12 1:25 0:46 5:22 1:51 13:01 0:25 2:5618-49 4:09 29:04 1:47 12:30 0:12 1:26 0:14 01:40 0:56 6:36 2:10 15:11 0:29 3:2618-54 4:23 30:45 1:51 12:54 0:12 1:27 0:57 6:41 2:01 14:08 0:28 3:1918-64 4:48 33:36 1:54 13:17 0:13 1:31 0:55 6:29 1:51 13:02 0:26 3:0521+ 5:21 37:28 1:54 13:15 0:12 1:30 0:52 6:05 1:31 10:41 0:23 2:44
21-34 3:47 26:33 1:39 11:30 0:12 1:24 0:57 6:41 2:24 16:50 0:35 4:0521-49 4:16 29:54 1:49 12:46 0:12 1:26 0:58 6:51 2:08 14:59 0:30 3:3121-54 4:32 31:45 1:53 13:10 0:12 1:28 0:59 6:54 1:58 13:52 0:28 3:2221-64 4:55 34:26 1:56 13:31 0:13 1:31 0:57 6:39 1:49 12:45 0:26 3:0625+ 5:31 38:38 1:55 13:27 0:12 1:30 0:50 5:51 1:23 9:44 0:21 2:32
25-34 3:57 27:43 1:40 11:43 0:11 1:19 1:00 7:01 2:23 16:41 0:35 4:0925-44 4:13 29:34 1:48 12:34 0:12 1:25 1:00 7:06 2:13 15:34 0:31 3:4025-49 4:24 30:55 1:52 13:04 0:12 1:26 0:15 01:49 1:00 7:01 2:05 14:37 0:29 3:2625-54 4:40 32:46 1:56 13:29 0:12 1:27 0:18 02:06 0:56 6:35 1:47 12:32 0:26 3:0425-64 5:05 35:37 1:58 13:47 0:13 1:31 0:57 6:44 1:45 12:16 0:25 3:0135+ 5:52 41:10 1:59 13:52 0:13 1:32 0:56 6:38 1:22 9:39 0:21 2:33
35-44 4:29 31:25 1:55 13:26 0:12 1:25 1:01 7:10 2:03 14:24 0:27 3:1035-49 4:43 33:06 2:00 13:59 0:12 1:28 1:00 7:01 1:53 13:14 0:25 2:5835-54 5:00 35:07 2:03 14:21 0:12 1:29 1:00 7:03 1:41 11:47 0:24 2:5135-64 5:26 38:08 2:04 14:29 0:13 1:32 0:22 02:39 0:56 6:38 1:32 10:48 0:22 2:3845+ 6:20 44:21 2:00 14:00 0:12 1:29 0:46 5:28 0:57 6:41 0:16 1:58
45-49 5:11 36:17 2:09 15:01 0:13 1:34 0:57 6:44 1:34 11:03 0:22 2:3545-54 5:31 38:38 2:10 15:12 0:13 1:31 0:59 6:56 1:20 9:24 0:22 2:3445-64 5:54 41:20 2:09 15:00 0:13 1:34 0:54 6:23 1:17 9:05 0:20 2:2350+ 6:33 45:52 1:58 13:48 0:12 1:30 0:44 5:12 0:49 5:48 0:15 1:51
50-54 5:49 40:49 2:12 15:23 0:13 1:31 1:01 7:08 1:06 7:48 0:22 2:3450-64 6:10 43:11 2:09 15:00 0:13 1:32 0:53 6:15 1:12 8:24 0:19 2:1955+ 6:44 47:12 1:55 13:23 0:12 1:28 0:40 4:42 0:45 5:17 0:14 1:40
55-64 6:20 44:21 2:07 14:46 0:13 1:34 0:49 5:46 1:15 8:45 0:18 2:11
65+ 7:07 49:54 1:44 12:10 0:11 1:21 0:44 05:10 0:32 3:43 0:18 2:08 0:10 1:11
SourceNielsen NAD-D J uly 2013-
J une 2014
Nielsen Audio (formerly Arbitron) RADAR 121;
Data from March 28, 2013 - March 26, 2014
Mindshare estimates based on data from GfK
MRI Spring 2014
TVB.org Media Comparisons Study 2012
comScore Apr 2014-J un 2014 Video Metrix
(includes content & ads) based on Average
M inutes per Visitor (Any day, regardless of usage);Does not include Mobile
Internet Online Video viewing
comScore Apr 2014-J un 2014 based on Average M inutes per Visitor (Any
day, regardless of usage); Does not include Mobile Internet or Online Video
viewing
comScore Apr 2014-J un 2014 Mobile Metrix based on Average M inutes per
Visitor (Any day, regardless of usage); Includes smartphones
and iP ad;Includes browser and app
access;Does not include Online
Video viewing
Mobile Internet Online Video
All People - 2014 Average Time Spent
TV Radio Magazines Newspapers Internet
Average Time Spent with Media
^Data is for P13-17*Respondent age range begins at 13 (Nielsen UEs based on age 12+)
5
Data shown is for users and non-users of a mediumDue to rounding, multiplying daily time figures by 7 will not always equal the weekly time figures
Men - 2014 Average Time Spent
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Age hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm
12+ 4:40 32:46 1:54 13:20 0:50* 5:54* 0:31* 3:43*12-17 2:54 20:20 0:58 6:47 0:06^ 0:42^ 0:25* 2:59* 0:18* 2:08*12-24 2:58 20:50 1:16 8:54 0:36* 4:17* 0:29* 3:28*12-34 3:15 22:51 1:29 10:26 0:48* 5:37* 0:38* 4:28*12-49 3:41 25:52 1:45 12:12 0:53* 6:15* 0:37* 4:20*12-54 3:56 27:33 1:49 12:46 0:54* 6:18* 0:36* 4:13*12-64 4:17 30:04 1:55 13:23 0:53* 6:12* 0:34* 4:03*18+ 4:52 34:06 2:00 14:03 0:11 1:19 0:25 2:56 0:53 6:14 1:31 10:39 0:33 3:53
18-24 3:00 21:00 1:31 10:34 0:12 1:24 0:46 5:22 2:14 15:38 0:39 4:3418-34 3:23 23:41 1:40 11:42 0:10 1:16 0:16 1:57 :56 6:33 2:16 15:53 0:45 5:1818-44 3:38 25:32 1:49 12:41 0:11 1:18 0:59 6:56 2:10 15:11 0:43 5:0118-49 3:51 27:03 1:53 13:14 0:11 1:19 0:15 1:49 0:59 6:53 2:04 14:33 0:40 4:4618-54 4:06 28:44 1:58 13:45 0:11 1:19 0:59 6:52 1:55 13:31 0:39 4:3418-64 4:29 31:25 2:02 14:15 0:11 1:21 0:56 6:38 1:45 12:19 0:37 4:1821+ 4:59 34:57 2:03 14:19 0:11 1:19 0:54 6:21 1:28 10:19 0:33 3:55
21-34 3:30 24:32 1:44 12:07 0:10 1:16 1:00 7:05 2:16 15:53 0:49 5:4621-49 3:59 27:53 1:57 13:37 0:11 1:19 1:01 7:11 2:03 14:23 0:42 4:5521-54 4:13 29:34 2:01 14:08 0:11 1:20 1:01 7:07 1:53 13:17 0:40 4:4121-64 4:36 32:15 2:05 14:36 0:11 1:22 0:58 6:49 1:43 12:02 0:37 4:2325+ 5:09 36:07 2:05 14:37 0:11 1:20 0:54 6:22 1:24 9:52 0:32 3:47
25-34 3:40 25:42 1:48 12:34 0:09 1:09 1:04 7:28 2:17 16:04 0:50 5:5225-44 3:54 27:23 1:56 13:31 0:10 1:15 1:04 7:32 2:08 15:00 0:44 5:1225-49 4:07 28:54 2:01 14:04 0:11 1:17 0:16 1:53 1:03 7:22 2:01 14:12 0:41 4:4925-54 4:22 30:35 2:05 14:34 0:10 1:16 0:19 2:14 1:02 7:15 1:51 12:59 0:39 4:3425-64 4:46 33:26 2:08 14:59 0:11 1:19 0:59 6:53 1:40 11:40 0:36 4:1535+ 5:31 38:38 2:10 15:09 0:11 1:21 1:09 8:04 1:33 10:56 0:36 4:17
35-44 4:09 29:04 2:04 14:31 0:11 1:21 1:05 7:39 1:59 13:54 0:38 4:2935-49 4:24 30:55 2:09 15:06 0:11 1:23 1:02 7:17 1:51 12:57 0:35 4:0735-54 4:43 33:06 2:14 15:35 0:11 1:22 1:01 7:11 1:38 11:27 0:33 3:5535-64 5:08 35:57 2:16 15:50 0:12 1:24 0:24 2:52 0:57 6:42 1:27 10:10 0:31 3:4245+ 5:58 41:50 2:12 15:22 0:11 1:21 0:47 5:34 0:55 6:25 0:24 2:50
45-49 4:56 34:36 2:19 16:13 0:12 1:25 0:56 6:37 1:35 11:09 0:29 3:2445-54 5:15 36:48 2:22 16:35 0:11 1:21 0:57 6:41 1:18 9:11 0:29 3:2345-64 5:36 39:19 2:21 16:29 0:12 1:24 0:53 6:14 1:11 8:21 0:28 3:1950+ 6:11 43:21 2:10 15:11 0:11 1:17 0:46 5:22 0:46 5:25 0:23 2:42
50-54 5:34 38:59 2:25 16:57 0:11 1:18 0:57 6:45 1:02 7:17 0:28 3:2150-64 5:51 41:00 2:22 16:34 0:11 1:23 0:52 6:05 1:03 7:22 1:25 9:5655+ 6:21 44:31 2:06 14:41 0:11 1:19 0:42 4:58 0:42 4:54 0:21 2:31
55-64 6:01 42:10 2:20 16:21 0:11 1:22 0:49 5:44 1:03 7:27 0:28 3:1665+ 6:41 46:52 1:52 13:03 0:10 1:12 0:45 5:15 0:36 4:13 0:20 2:22 0:15 1:47
SourceNielsen NAD-D J uly 2013-
J une 2014
Nielsen Audio (formerly Arbitron) RADAR 121;
Data from March 28, 2013 - March 26, 2014
Mindshare estimates based on data from GfK
MRI Spring 2014
TVB.org Media Comparisons Study 2012
TV Radio Magazines New spapers Mobile Internet Online Video
comScore Apr 2014-J un 2014 based on Average Minutes per Visitor (Any
day, regardless of usage); Does not include Mobile Internet or Online Video
viewing
comScore Apr 2014-J un 2014 Mobile Metrix based on Average Minutes per
Visitor (Any day, regardless of usage); Includes smartphones
and iP ad;Includes browser and app
access;Does not include Online
Video viewing
comScore Apr 2014-J un 2014 Video Metrix
(includes content & ads) based on Average
Minutes per Visitor (Any day, regardless of usage);Does not include Mobile
Internet Online Video viewing
Internet
Average Time Spent with Media - Men
6 ^Data is for P13-17*Respondent age range begins at 13 (Nielsen UEs based on age 12+)
Data shown is for users and non-users of a mediumDue to rounding, multiplying daily time figures by 7 will not always equal the weekly time figures
Women - 2014 Average Time Spent
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Hrs per Day
Hrs Per Week
Age hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm hh:mm
12+ 5:19 37:18 1:41 11:47 0:47* 5:31* 0:14* 1:39*12-17 3:05 21:40 1:10 8:09 0:06^ 0:46^ 0:25* 3:00* 0:12* 1:28*12-24 3:17 23:01 1:22 9:32 0:35* 4:11* 0:16* 1:54*12-34 3:41 25:52 1:27 10:06 0:44* 5:13* 0:18* 2:08*12-49 4:13 29:34 1:36 11:11 0:49* 5:49* 0:17* 2:02*12-54 4:27 31:15 1:39 11:31 0:51* 6:01* 0:17* 2:00*12-64 4:52 34:06 1:42 11:51 0:51 5:59* 0:15* 1:51*18+ 5:34 38:59 1:44 12:09 0:14 1:41 0:22 2:39 0:49 5:45 1:37 11:23 0:14 1:40
18-24 3:27 24:12 1:31 10:38 0:12 1:26 0:44 5:08 2:38 18:28 0:19 2:1418-34 3:54 27:23 1:32 10:46 0:12 1:30 0:10 1:15 0:51 5:58 2:32 17:48 0:20 2:2218-44 4:13 29:34 1:37 11:20 0:13 1:33 0:53 6:13 2:23 16:44 0:18 2:1218-49 4:26 31:05 1:41 11:45 0:13 1:35 0:13 1:32 0:54 6:20 2:15 15:48 0:18 2:0818-54 4:40 32:46 1:43 12:03 0:13 1:37 0:55 6:30 2:06 14:43 0:17 2:0518-64 5:05 35:37 1:46 12:19 0:14 1:42 0:54 6:21 1:57 13:43 0:16 1:5421+ 5:41 39:49 1:45 12:15 0:14 1:41 0:49 5:49 1:34 11:01 0:14 1:38
21-34 4:04 28:34 1:33 10:52 0:13 1:31 0:53 6:17 2:32 17:47 0:20 2:2421-49 4:33 31:55 1:42 11:54 0:14 1:39 0:55 6:31 2:13 15:34 0:18 2:0821-54 4:49 33:46 1:45 12:13 0:14 1:41 0:57 6:41 2:03 14:26 0:17 2:0521-64 5:13 36:37 1:47 12:27 0:14 1:42 0:55 6:29 1:55 13:25 0:16 1:5325+ 5:51 41:00 1:46 12:21 0:14 1:42 0:50 5:50 1:29 10:23 0:13 1:35
25-34 4:14 29:44 1:33 10:52 0:13 1:34 0:56 6:35 2:28 17:18 0:21 2:2725-44 4:32 31:45 1:39 11:36 0:13 1:33 0:58 6:47 2:18 16:06 0:18 2:1025-49 4:43 33:06 1:43 12:04 0:14 1:39 0:15 1:49 0:57 6:41 2:08 15:01 0:18 2:0625-54 4:58 34:47 1:46 12:24 0:14 1:41 0:17 2:01 0:58 6:50 1:58 13:49 0:17 2:0325-64 5:22 37:38 1:48 12:37 0:14 1:42 0:56 6:34 1:50 12:51 0:15 1:5035+ 6:12 43:31 1:49 12:42 0:14 1:44 0:48 5:40 1:15 8:46 0:11 1:23
35-44 4:48 33:36 1:46 12:21 0:13 1:34 0:57 6:42 2:07 14:53 0:16 1:5435-49 5:00 35:07 1:50 12:53 0:14 1:42 0:57 6:45 1:55 13:30 0:16 1:5235-54 5:18 37:08 1:53 13:09 0:14 1:43 0:59 6:57 1:43 12:07 0:15 1:5135-64 5:44 40:09 1:53 13:12 0:15 1:45 0:21 2:31 0:56 6:34 1:37 11:24 0:14 1:3845+ 6:38 46:32 1:50 12:48 0:14 1:43 0:46 5:22 0:59 6:56 0:10 1:13
45-49 5:25 37:58 1:59 13:51 0:16 1:52 0:58 6:50 1:33 10:57 0:15 1:4945-54 5:45 40:19 1:59 13:52 0:15 1:48 1:01 7:11 1:22 9:36 0:15 1:4845-64 6:11 43:21 1:57 13:36 0:15 1:48 0:55 6:31 1:23 9:46 0:13 1:3150+ 6:53 48:13 1:48 12:37 0:14 1:40 0:43 5:04 0:52 6:09 0:09 1:06
50-54 6:05 42:40 1:59 13:53 0:14 1:43 1:04 7:30 1:11 8:18 0:15 1:4850-64 6:27 45:12 1:56 13:30 0:15 1:45 0:54 6:23 1:20 9:22 0:12 1:2555+ 7:04 49:34 1:45 12:18 0:13 1:37 0:38 4:28 0:48 5:37 0:08 0:56
55-64 6:38 46:32 1:54 13:18 0:15 1:48 0:49 5:48 1:25 9:56 0:10 1:1265+ 7:27 52:15 1:38 11:29 0:13 1:31 0:44 5:10 0:28 3:20 0:16 1:57 0:06 0:43
Source
comScore Apr 2014-J un 2014 Video Metrix
(includes content & ads) based on Average
Minutes per Visitor (Any day, regardless of usage);Does not include Mobile
Internet Online Video viewing
Nielsen NAD-D J uly 2013- J une 2014
Nielsen Audio (formerly Arbitron) RADAR 121;
Data from March 28, 2013 - March 26, 2014
Mindshare estimates based on data from GfK
MRI Spring 2014
TVB.org Media Comparisons Study 2012
comScore Apr 2014-J un 2014 based on Average Minutes per Visitor (Any
day, regardless of usage); Does not include Mobile Internet or Online Video
viewing
comScore Apr 2014-J un 2014 Mobile Metrix based on Average Minutes per
Visitor (Any day, regardless of usage); Includes smartphones
and iP ad;Includes browser and app
access;Does not include Online
Video viewing
TV Online VideoMobile InternetInternetNew spapersMagazinesRadio
Average Time Spent with Media - Women
7 ^Data is for P13-17*Respondent age range begins at 13 (Nielsen UEs based on age 12+)
Data shown is for users and non-users of a mediumDue to rounding, multiplying daily time figures by 7 will not always equal the weekly time figures
Sources Information
8
TV Radio Magazines Newspapers InternetMobile Internet
Online Video
Source Nielsen NAD-D Nielsen Audio
(formerly Arbitron)
Mindshare estimates based on data from GfK
MRI
TVB.org Media Comparisons
StudycomScore comScore comScore
Time Period
July 2013- June 2014
March 28, 2013 - March 26, 2014 (RADAR 121)
Spring 2014 Adult study
2012 study (most current)
April 2014- June 2014
April 2014- June 2014
April 2014- June 2014
Data Include
Live and time-shifted viewing
AM/FM radio stations, HD
‐multicast stations,
and the Internet streams of those stations. Satellite
radio is also included in geographies
measured by diaries.
Printed issues Printed issuesNon-mobile
Internet
Browser and app access for Smartphones
and iPads
Non-mobile Internet;
content & ads
Data Do Not
IncludeThings like Pandora Digital issues Digital issues
Mobile Internet or Online Video viewing (with the
exception that videos may be
credited for up to 2 minutes)
Online VideoMobile Internet Online Video
Data Collection
Metered, with local markets
having diary data
Metered, with local markets having diary
dataSelf-reported Self-reported
Metered, with server-centric census data from tagging web entities
Metered, with server-centric census data from tagging web entities
Metered, with server-centric census data from tagging web entities