Television the most used medium
Posted by Simon Day on March 27, 2009 at 6:42 AM
A $3.5 million study, released by the Council for Research Excellence on Thursday, found TV to be the most dominant medium in terms of advertising and consumption, with the average American being exposed to five hours and nine minutes of TV everyday, The New York Times reported. The study found computer usage has surpassed radio as the second most used media, with print sitting in fourth. On total the survey revealed adults as exposed to screens for around 8.5 hours a day.
During the eight and a half hours of daily television, Internet and mobile video, the average American is subject to 61 minutes of advertising and promotions.
During the eight and a half hours of daily television, Internet and mobile video, the average American is subject to 61 minutes of advertising and promotions.
Researchers at Ball State University's Center for Media Design, who administered the study for the Council, paid for by the Nielsen Company, analysed real life actions of the participants, shadowing 350 subjects, all over 18 years old, recording each member's behaviour every 10 seconds. Ultimately the researchers registered a total of 952 days of behaviour, The New York Times reported.
The researchers discovered that media variation was almost the same across every age group. Jack Wakshlag, chief research officer at Turner Broadcasting, labelled the results as "amazingly consistent across the age groups."
However, 45-to-54-year-olds, spend on average an additional hour in front of a screen each day, according to the study.
"It flies in the face of conventional wisdom, of course, which tells us that the younger cohorts apparently spend more time with screen-based media," said Michael Bloxham, a director of the center at Ball State, according to The Times.
The study also found age group parity in the use of multiple device and medium use. Those in their 20s, 30s, 40s and early 50s use a similar variety of media and machine for similar amounts of time. The bracket over 55 are substantially less prone to multitasking.
The study confirmed television as the most preferred format for video.
The Internet is having the most marked affect on media use in the younger bracket. Those aged 18 to 24, who were at college or had just joined the work force, watched the least TV at three and a half hours a day, spent the most time text messaging at 29 minutes a day and watched the most online video with 5.5 minutes, The Times reported.
The 25 to 34-year-old age bracket watch the most DVD or VCR videos. Those aged 35 to 44 spend more time on the Web with 74 minutes a day on average. Those in the 45 to 54-year-old demographic use e-mail the most. People over the age of 65 watch the most live TV, the study stated.
The researchers discovered that media variation was almost the same across every age group. Jack Wakshlag, chief research officer at Turner Broadcasting, labelled the results as "amazingly consistent across the age groups."
However, 45-to-54-year-olds, spend on average an additional hour in front of a screen each day, according to the study.
"It flies in the face of conventional wisdom, of course, which tells us that the younger cohorts apparently spend more time with screen-based media," said Michael Bloxham, a director of the center at Ball State, according to The Times.
The study also found age group parity in the use of multiple device and medium use. Those in their 20s, 30s, 40s and early 50s use a similar variety of media and machine for similar amounts of time. The bracket over 55 are substantially less prone to multitasking.
The study confirmed television as the most preferred format for video.
The Internet is having the most marked affect on media use in the younger bracket. Those aged 18 to 24, who were at college or had just joined the work force, watched the least TV at three and a half hours a day, spent the most time text messaging at 29 minutes a day and watched the most online video with 5.5 minutes, The Times reported.
The 25 to 34-year-old age bracket watch the most DVD or VCR videos. Those aged 35 to 44 spend more time on the Web with 74 minutes a day on average. Those in the 45 to 54-year-old demographic use e-mail the most. People over the age of 65 watch the most live TV, the study stated.
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