Report: U.S. Media Trends by Demographic

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.

prime-time-device

Simultaneous TV and Tablet Usage (Q4 2011)
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+

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