Report: U.S. Media Trends by Demographic
April 27, 2012From Millenials to Boomers, males to females, and a variety of racial/ethnic groups, part two of Nielsen's State of the Media: Advertising & Audiences Report presents an in-depth look at usage by demographic. According to Nielsen, white TV viewers use their DVR twice as much as any other group on a daily basis, yet Asians watch the most timeshifted content as a share of overall TV time. Among popular online destinations for TV content – Hulu, Netflix and YouTube – Hispanics were most likely to watch video on Netflix, while Asians were most likely to watch on Hulu and black viewers on YouTube.
Other findings include:
- Teens used a game console for eight minutes a night, on average, during primetime – more than twice as much as the general TV population.
- When watching TV and using their tablet simultaneously, male tablet users were more likely to look up information related to a TV program while females were more likely to up look info related to a TV ad.
- Females spend 61.2 percent of their timeshifted viewing during primetime watching Dramas.
- Online adults aged 25-54 are 23 percent more likely than the average U.S. Internet user to follow a brand via social networking and 29 percent more likely to purchase a product online that was featured on TV.
| Activities while watching TV | General Population* | P13-17 | P18-34 | P35-54 | P55+ | Males | Females |
|---|---|---|---|---|---|---|---|
| Checked email site during the program | 61% | 52% | 58% | 65% | 65% | 58% | 64% |
| Checking sport score | 34% | 34% | 36% | 34% | 32% | 44% | 24% |
| Looked up coupons or deals related to an advertisement I saw on TV | 22% | 22% | 29% | 21% | 14% | 21% | 24% |
| Looked up information related to the TV program I was watching | 37% | 37% | 36% | 38% | 34% | 39% | 34% |
| Looked up product information for an advertisement I saw on TV | 27% | 29% | 28% | 27% | 22% | 25% | 28% |
| Visited a Social Networking site during the program | 47% | 62% | 50% | 47% | 33% | 44% | 50% |
| Visited a Social Networking site during a commercial break | 45% | 52% | 52% | 44% | 32% | 43% | 48% |
| Source: Nielsen | |||||||
| *Tablet users aged 13+ | |||||||
Download Nielsen's State of the Media: Advertising & Audiences Part 2: By Demographic.
Download State of the Media: Advertising & Audiences Part 1: Primetime by Genre.
Primetime is defined as Monday–Saturday 8pm to 11pm and Sunday 7pm to 11pm.
Miguel H. Gonzalez is MHz
