mindshare media insights - time spent with media 2014

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2014 Time Spent with Media Media Insights September 5, 2014

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The average American adult spends over 5 hours/day watching traditional TV. Learn more about how people are spending their time with media here

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Page 1: Mindshare Media Insights - Time Spent with Media 2014

2014 Time Spent with Media

Media InsightsSeptember 5, 2014

Page 2: Mindshare Media Insights - Time Spent with Media 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!

Page 3: Mindshare Media Insights - Time Spent with Media 2014

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+

Page 4: Mindshare Media Insights - Time Spent with Media 2014

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

Page 5: Mindshare Media Insights - Time Spent with Media 2014

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

Page 6: Mindshare Media Insights - Time Spent with Media 2014

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

Page 7: Mindshare Media Insights - Time Spent with Media 2014

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

Page 8: Mindshare Media Insights - Time Spent with Media 2014

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