April 27, 2012
From 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%|
|*Tablet users aged 13+|