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
"It's really increasing their overall consumption of TV," said Stu Schneiderman, senior director of Viacom Media Networks Digital Research. 
