Phones, tablets, streaming boxes, smart televisions, desktops, laptops and more provide consumers a wealth of opportunities to go online, resulting in increasingly complex and individualized habits for content consumption.
There is no better company to illustrate the trends than Nielsen, a global enterprise specializing in measuring and tracking consumer media trends. In December of last year, the company took a deep dive into how audiences are making use of the growing media world to create its Nielsen Total Audience Report.
Adults in the United States spent more than 10 hours daily with some form of media: live or time-shifted TV, nearly five hours; radio, nearly two hours; and digital devices, nearly three and a half hours. They often combine the tools they use. For example, someone might watch television while also surfing the web on an iPad.
Forty-five percent of those responding to a survey of Nielsen’s Media Enthusiast Community watched TV while using digital devices “very often” or “always.” Nearly a third reported using both platforms “sometimes,” while only 12 percent never use both at the same time.
The report concluded that new digital platforms such as smartphones and tablets have changed how consumers interact with and consume media, often using multiple devices at once to create a better overall experience.
How often, for example, have you been watching a TV program, wondered what other shows an actor has appeared in and used a smartphone or tablet to find the answer? Well, you’re not alone. More than 71 percent of respondents to the survey had looked up information about TV content they were viewing, and 51 percent reported the same habit for audio.
While some trends are changing as the technology landscape expands, others do not: Prime time still rules. Adult media usage still peaks from 9-10 p.m., with nearly 38 out of a possible 60 minutes spent consuming media. The study reached a clear conclusion: Today’s media landscape keeps consumers engaged.