Media Use Statistics  Resources on media habits of children, youth and adults;
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 Millennials Are On Instagram, Their Parents Play Words With Friends And Everyone Is On Facebook  (Source)
Comscore - Mobile App 18-24
Among the most popular apps for millenials are Instagram, Kik Messenger and Snapchat ComScore
Comscore mobile app 25-34
YouTube, Skype and Pinterest are popular among 25-34-year-olds

35-54 comscore
The older crowd prefers to play Candy Crush and use apps that earn them rewards for watching television
comscore 55+
Solitaire and Words With Friends were among the most popular apps for Baby Boomers

  2/3 US Teens prefer to Surf Web While Watching TV

  According to a new study by Nielsen charting the burgeoning influence of social media on TV viewing habits, a quarter of viewers reported that they were more aware of TV programs due to their social media interactions in a year-over-year comparison from 2012 to 2013.In 2013, 15% of viewers said they enjoyed watching television more when social media was involved. And when it comes to viewing content, 11% of viewers said they watched more live TV, and 12% said they recorded more programs in 2013 alone. In addition, data from Nielsen’s first-quarter 2014 Cross Platform Report shows that the average adult aged 18 and over now watches 5 hours and 10 minutes of live TV and 34 minutes of time-shifted TV per day


mobile-learning Source

   Millennials Spend 14.5 Hours Per Week on Smartphones

 New Study Tracks Americans News Habits
"Americans on average reported that, during the past week, they followed the news using four different devices or technologies," it said.


  Half of Americans Own An E-Reader (Pew research)



Nickelodeon Introduces "The Story of Me" Research Study, Providing Inside Look At Today's Emerging Generation Of Kids (November 2013)

  MEDIA AND TECHNOLOGY USE*: Kids today are being entertained on multiple devices, but TV still rules, and its importance is growing.

    --  Media consumption among kids has grown over the past four years to

        nearly 35 hours per week, presenting an increase of 2.2 hours since


    --  TV usage is up 12% versus nine years ago, according to Nielsen, despite

        the many alternative devices available to them including tablets,

        computers and games consoles.

    --  Computer and gaming consoles make 27% of kids' daily media consumption.

    --  While tablet adoption rates have increased, their adoption still

        represents a small slice of the pie, at 8%.

    --  Though computer and smartphone usage is up among kids, gaming is their

        number-one activity across devices. 96% of kids say they use their

        computer for gaming, compared to 88% on the tablet and 86% on the


    --  Three-quarters of kids say they watch short form video on their iDevice,

        and consuming long-form programming is growing: more than half of kids

        with an iDevice now watch long-form content, a 23% lift over last year.    (Source)

  Half of all babies use a computer or smartphone before age 2 (story, graphics from Common Sense Media)

(Common Sense Media)
(Common Sense Media)

  Smartphone Ownership Grows



Email Is Top Activity On Smartphones, Ahead Of Web Browsing & Facebook [Study]

a handy chart from Nielsen, breaking down the amount of time we spend in front of various screens each month:



TV Still Tops, But Multiscreen Viewing Commonplace
A majority of U.S. consumers -- 60% -- still want to watch their shows on TV, but these same consumers also want their smartphones and tablets by their side.

Drilling down to other data, KPMG International said in a new report that in the U.S., 42% of consumers say they watch TV and access the Internet via a laptop or PC, while 17% watch TV and access the Web via a smartphone. The study also found that 22% watch TV and use a social networking site at the same time. (Source)


Nielsen’s 2012 Social Media Report

The percentage of time Americans spent on social networking sites rose 37 percent to 121 billion minutes in the last year.

During June 2012, a third of active Twitter users tweeted about TV-related content.


The Hours We Spend On Facebook, Tumblr, Pinterest & Social Media

 Source for all above:

Social Media & American Politics (Pew Study)

Pew Research


Nobody Goes Online Anymore?



Pew: After email, getting news is the most popular activity on smartphones, tablets
(Source: CNET)

(Source: WaPost)


Social Nets Eat Up Americans Online Time

A new survey shows that Americans are increasingly transfixed with social networking sites, with Facebook grabbing more of our time than any other blog or social media.

Social networks and blogs are taking up more and more of Americans time online, now accounting for nearly a quarter of our time spent on the Internet, according Nielsen's social media report. Internet users in the U.S. spend more than twice as much time on social networks than they do in the second-most popular category: playing online games.

Facebook is the top destination of all social networks and blogs. Nielsen reported that 140 million people visited Facebook in May. That's 70% of all active U.S. Internet users. Google's Blogger came in second with a distant 50 million visitors that month, while Twitter was in the third spot with 23 million.

Source: Computer World

The New Multi-Screen World: Understanding Cross-platform Consumer Behavior


Ericsson study: TV viewing increasingly accompanied by use of social media

  • 62 percent use social media while watching TV - an 18 percent point increase in one year

  • 67 percent use tablets, smartphones or laptops for TV viewing

  • 60 percent use on-demand services on a weekly basis


 Teen Use of Social Media
Nine out of ten 13- to 17-year-olds have used some form of social media. Three out of four teenagers currently have a profile on a social networking site, and one in five has a current Twitter account. 68% of all teens say Facebook is their main social networking site, compared to 6% for Twitter, 1% for GooglePlus, and 1% for MySpace.

For the vast majority of teens, social and other digital com­munications media are a daily part of life. 68% of teens text every day, 51% visit social networking sites daily, and 11% send or receive tweets at least once every day. In fact, 34% of teens visit their main social networking site several times a day. 23% of teens is a “heavy” social media user, meaning they use at least two different types of social media each and every day

More here.

70% Of Consumers Now Watch TV On Non-TV Devices; PCs Reign Supreme

The researchers say that TV consumption on tablets has more than doubled in the last year in the 14 markets that it surveys, and 70 percent of consumers now say they watch video on devices other than TVs. The device leading the charge — or change, as the case may be? PCs; tablets still accounting for less than 15 percent of TV consumption. TV, meanwhile, still ranks as the single most-used device for watching television, accounting for the other 30 percent of TV viewing. (Source)

 Who Uses Mobile Devices?

According to the 2012 RJI Mobile Media News Consumption Survey, two-thirds of U.S. adults used at least one mobile media device in their daily lives during the first quarter of 2012. Smartphones and large media tablets are now the preferred mobile media devices. In the two years since Apple defined the large media tablet market with its iPad, nearly a third of all adult mobile device owners in the U.S. said they are using one. For news organizations and advertisers, users of these devices, especially those who own large media tablets, have appealing demographic profiles. They tend to be relatively affluent, well-educated and avid news consumers.

DEVICE CATEGORIES: Nearly 70 percent of mobile media device owners routinely used two or more mobile media devices. Sixty percent of all smartphone owners used at least one other mobile media device. More than half (51%) of all large media tablet owners also used an Apple iPhone. Among smartphone owners who used one or more additional mobile media devices, 44% owned an Apple iPhone, 37% owned a variety of Android-powered smartphone brands, 14% owned a Blackberry, and about 5% owned some other brand. The following table summarizes responses in each device category.  (Source)

 The Evolving Video Landscape
study released by the Consumer Electronics Association (CEA)®

 One-third of U.S. adults online (34 percent) say they watch more video content today than they did a year ago. Viewing of television video   programming is up 28 percent, with consumers citing convenience and the appeal/variety of programming as the top factors for increased viewing. Viewing of content on portable devices has also increased, with 40 percent watching more on those devices today than a year ago.

  Many consumers (66 percent) who are watching video content on television are simultaneously using other consumer electronics (CE) devices. This behavior is more prevalent among younger consumers, as 85 percent of 18- to 24-year-olds and 70 percent of 25- to 34-year-olds multitask with another device while watching video on a television. U.S. adults online report watching some type of video content an average of 3.2 hours a day, five days per week. (further details from the source)


Study: American Kids Exposed To Four Hours Of TV Per Day
A new study has discovered that children in the United States are being exposed to nearly four hours of background television each day...
While previous work has shown that children who are frequently exposed to background TV have shown a correlation with poor performance in cognitive and reading-related tasks, the new study by authors Matthew Lapierre, of the University of Pennsylvania’s Annenberg School for Communication, Jessica Piotrowski of the University of Amsterdam, and Deborah Linebarger of the University of Iowa, is the first to provide an accurate assessment of how much television exposure American kids receive, the International Communication Association (ICA) said in a prepared statement. (Source)

One-fifth of third-graders own cell phones
A new study finds that 20 percent of third grade students have cell phones and 90 percent of them are online, while 83 percent of children in middle school have one.


Texting is ultimate social tool for teens, study says

Pew found that 63% of all teens say they exchange text messages every day with people in their lives, including their parents. Also, nearly half of all teens send and receive text messages with friends daily.

In contrast, 28% teens say they never text their friends -- but then, 23% of teens don't have a cell phone at all.

For teens, cell phones appear to correlate with social privilege. Nearly 90% of older teens (aged 14-17) have a cell phone, while just under 60% of 12- to 13-year-olds have a cell phone. White teens are most likely to have a cell phone (81%), vs. 72% of black teens and 63% of Hispanic teens.

More than 90% of teens from households earning $75,000 or more annually have a cell phone, compared with 62% of teens from households earning less than $30,000 per year. Also, teens who live in the suburbs or whose parents graduated from college are most likely to have a cell phone.

Only about one in four U.S. teens currently uses a smartphone, says Pew, in contrast to about 46% of U.S. adults (Source)

Infographics from the State Of The News Media 2012 report



Amount of Time Spent With Social Media



Study: One-Third of U.S. Households Watch TV Video via Internet

Almost one-third of U.S. broadband Households use the Internet to watch video on their TV sets, according to research firm Park Associates. That number is growing, with 4% of U.S. households buying a video media receiver -- including Apple TV and Roku -- over the 2011 holiday season, showing "a strong consumer appetite for over-the-top video, said the research firm. (Source)

135 million Americans play video games an hour or more each month
Parks Associates reports that 135 million people in the U.S. now play video games for at least one hour each month, compared with 56 million players in 2008. The market research firm also found that 17% of players have downloaded games to their smartphones, compared with 7% in 2008, while 80% use free-to-play games online or on their PCs
(Source via ASCD EdTech Smartbrief newsletter)

TV Watching: Youth Are Doing it More on Mobile Devices

Television is America’s No. 1 pastime, with an average of four hours and 39 minutes consumed by every person every day. But more and more young people are tuning in elsewhere. Americans ages 12 to 34 are spending less time in front of TV sets, even as those 35 and older are spending more, according to research released February 9  by Nielsen. The divide along a demographic line reveals the effect of Internet videos, social networks, mobile phones and video games — in short, all the alternatives to the television set that are taking up growing slices of the American attention span. Young people are still watching the same shows, but they are streaming them on computers and phones to a greater degree than their parents or grandparents do.

But for three straight quarters, there have been declines in viewing among Americans under 35, even when DVR viewership is factored in, according to Nielsen data analyzed by The New York Times. Adults ages 25 to 34, for instance, watched about four and a half fewer hours of television in the third quarter of 2011 than at the same time in 2010 — the equivalent of about nine minutes a day. Viewers ages 12 to 17 also watched about nine fewer minutes a day. The demographic in between, those ages 18 to 24, watched about six fewer minutes a day. (Source)

Even in 2012, More Americans Own TVs than Cell Phones
Some 290 million Americans, in 114.7 million households, own at least one TV. Compare that with 234 million cellphone owners, 211 million Americans who are online, and the 116 million (ages 13 and up) who surf the mobile web. (Source)



Two screens A third of TV owning American households still have at least four television sets



See also
How we watch TV now: Viewers are going mobile and multi-tasking



Report: U.S. Consumers Watch 16 Minutes of Online Video Ads

With 183 million reported monthly U.S. Internet users, the figure breaks down to just under 16 minutes and 49 seconds worth of online advertising viewed per person. Of the 3.08 million minutes of online video advertising, Hulu accounted for 18.3 percent, or 565 million minutes. Tremor Video accounted for 594 million minutes (19.2 percent) and's ads represented 551 million minutes (17.9 percent).

U.S. adults watched 40.9 billion videos, an average of 20.5 hours per viewer. YouTube was the top online video property for the month, with 151.6 million unique viewers. The service garnered 20.5 billion video views in the month. The average viewer watched 7.4 hours on YouTube. Vevo was second, with 55.4 million viewers. Facebook (50.8 million viewers), Yahoo (50.4 million) and Viacom Digital (47.4 million) rounded out the top five. Hulu was second in engagement, with 3.3 hours watched per viewer.  (source)

Mobile Data Usage By Age:
Average teen girls sends/receives nearly 4k texts a month


Pass the Remote…and the Tablet: Media Study Detects Boost in TV, Mobile Use
According to an eMarketer study of U.S. adult media habits, Americans spent an average of four hours and 34 minutes per day in front of the tube, up 10 minutes from last year (2010).

America’s continued love for couch surfing combined with America’s new found love for their mobile devices–with usage exceeding an hour a day–brought the overall average time spent on major media to 693 minutes per day, report the study authors at research firm eMarketer. That’s over 11 hours of media time a day, folks. The figure is up from 660 minutes last year.

Internet usage was the second most popular media activity after TV watching. Americans spent an average of 167 minutes per day on the Internet in 2010, up from 155 minutes last year. 2011 was not kind to radio and print newspapers. No surprise here. Newspapers saw a four minute drop from the year previous, with a 2011 average of 26 minutes per day–half of the time Americans spend on their mobile devices. Magazines dropped from 20 minutes to 18 minutes. (Source)

Average Time Spent per Day with Major Media by US Adults, 2011 (hrs:mins)   Average Time Spent per Day with Major Media by US Adults, 2008-2011 (minutes)

First Ever Decline Seen in US TV Ownership


Survey reveals teens’ experiences on social networking sites
The findings are detailed in a new report called “Teens, Kindness and Cruelty on Social Network Sites: How American teens navigate the new world of ‘digital citizenship,’” from the Pew Research Center’s Internet & American Life Project.

Social media use is widespread among teens. Fully 95 percent of all teens ages 12-17 are now online, and 80 percent of online teens are users of social media sites. Teens of all ages and backgrounds are witnessing these mean behaviors online and are reacting in a variety of ways:
  • Ninety percent of teen social media users say they have ignored the mean behavior they have witnessed on a social network site.
  • Eighty percent say they have personally defended a victim of meanness and cruelty.
  • Seventy-nine percent say they have told someone to stop their mean behavior on a social network site.
  • Twenty-one percent say they have personally joined in on the harassment of others on a social network site.


Online Leisure Time Up, Still Trails TV

A new study finds that after being flat for five years, the amount of leisure time that Americans spent online grew 20% a year from 2008 to 2010. The report by Needham & Co. analyst Laura Martin, based on an analysis of a U.S. Labor Department survey of 112,000 people, attributes that increase mainly to growing adoption of tablets and other mobile devices.

But leisure time spent online still amounts to just 12 minutes a day, or 4% of the five hours total leisure time that people have per day. That’s because only 11% of all Americans report devoting any time to relaxing online, up from 9% in 2008. Within that subset, time spent pursuing online leisure activities was flat at 100 minutes per day between 2003 and 2010. (Source)

Zero to Eight: Children’s Media Use in America  (Common Sense Media)



Among all children up to age 8, an average of one hour and 40 minutes is spent watching television or DVDs in a typical day, compared to 29 minutes reading or being read to, 29 minutes listening to music, 17 minutes using a computer, 14 minutes using a console or handheld video game player, and 5 minutes using a cell phone, video iPod, iPad, or similar device.

In a typical day, zero- to 1-year-olds spend more than twice as much time watching television and DVDs (53 minutes) as they do reading or being read to (23 minutes). And some young children have already begun media multitasking—23 percent of 5- to 8-year-olds use more than one medium “most” or “some” of the time.

Among the survey’s key findings:

  • 42 percent of children under 8 years old have a TV in their bedroom.
  • Half (52 percent) of all zero- to 8-year-olds have access to a new mobile device such as a smart phone, video iPod, or iPad/tablet.
  • More than a third (38 percent) of children this age have used one of these devices, including 10 percent of zero-to 1-year-olds, 39 percent of 2- to 4-year-olds, and more than half (52 percent) of 5- to 8-year-olds.
  • In a typical day, one in 10 zero- to 8-year-olds uses a smart phone, video iPod, iPad, or similar device to play games, watch videos, or use other apps. Those who do such activities spend an average of 43 minutes a day doing so.  (Source)

Read the summary | Download the full report


New Orleans Watches Prime-Time the Most, and Other Regional Facts of Media Life
CORE test

The number of people watching time-shifted TV in the second quarter leapt 12.9% from a year earlier, even though the number of people watching TV overall only grew 0.6%, according to new research from Nielsen. (source)

Half Of Americans Watch Online Video: Nielsen

Internet video streaming is officially mainstream -- with 48% of U.S. consumers now watching some video online -- but TV remains the great American pastime, according to Nielsen's quarterly report on media consumption. Monthly time spent watching traditional TV in the second quarter of 2011 climbed 1.9%, to 146 hours and 20 minutes, a year-over-year increase of 2 hours and 43 minutes of monthly viewing, according to the Nielsen Cross-Platform Report for Q2 2011. By contrast, time spent watching video on the Internet was 4 hours and 26 minutes per month on average, up 15% from a year ago -- just 3% of the time parked in front of the TV. And Americans spend more than four times watching time-shifted TV -- on DVRs and video-on-demand -- than watching online video, according to the Nielsen study. (Source)

National Newspaper Week
(October 2-8, 2011)
Newspapers still have 50 million customers each weekend, and 400 million sets of eyeballs purchase a newspaper every week. Additional perspective:
10 million adults used Twitter in the last month; 164 million read a newspaper in print or online last week.




click image above to go to the full infographic  (source)

Americans Spend 23% of Online Time on Social Networks

Americans spend almost a quarter of their time online on social networking sites, says a Nielsen report released September 12. According to the report -- which combines data from Nielsen mobile and online meters, buzz data and a survey -- Internet users spend more than twice as much time on social networks (including blogs) as they do on online games, the next top web destination by time. The most popular social network as measured by Nielsen online meters is Facebook, followed by Blogger, Tumblr, Twitter and LinkedIn.

American Millennials Study

Millennials watch significantly less TV than Non-Millennials, says the report, watching 20-plus hours/week (26% versus 49%). When not watching live TV, Millennials are much more likely to watch shows mainly on their laptops (42% versus 18%), with DVR (40% versus 36%), or On-Demand (26% versus 18%) (Source)

TV & Video Consumer Trend Report 2011
ConsumerLab has released the results of its annual study TV & Video Consumer Trend Report 2011, which reveals that people are spending slightly less time watching scheduled broadcast TV, and that they are spending more time watching streamed on-demand TV online. More than 44 (38) percent of the respondents reported watching Internet-based on-demand TV more than once per week, while about 80 percent watch broadcast TV more than once per week. (Source)

Half of Tablet Owners Watching Both TV & Films
the research firm In-Stat has found that about half of all tablet owners are watching both feature length films and TV shows on their tablet devices.
Looking at the wider tablet/smartphone universe, In-Stat found that about 86% of tablet and smartphone owners are using them to watch video and
nearly 60% of smartphone/tablet owners are viewing over-the-top video at home. (Source)

Half of American adults use Facebook, other social networks: Pew Study
Social media sites continue to surge in popularity, and now half of all American adults using Facebook, MySpace and LinkedIn, according to a new survey released Friday by the Pew Research Center
.  The study reported that 65 percent of all online adults surveyed in May said they were using social networking sites, up from 61 percent a year ago. The social media users represent 50 percent of all American adults, Pew said. (Source)

Videogame Consoles: Top Internet Connected Device
Data from Leichtman Research Group (LRG) showed that as of February 2011, 30% of US households had at least one internet-enabled device connected to their TV, a percentage that has grown slowly but steadily over the past few years. More specifically, LGR found that while only 10% of US households had an internet-connected TV, almost a quarter (23%) had an internet-enabled game console they used to watch online video. (Source)

How Teens Interact With Media
Teens today are the most digitally connected generation we have ever seen. A study released in late June by Nielsen on teen media usage offers some interesting
insight into the connected people of the class of 2011. (Source)

Top Genres of Mobile Video Consumption by Reach – Mobile Video Users Ages 13-17

Mobile Media Usage by US Teens – 13-17 Mobile Users

Average Number of Monthly Texts vs. Phone Calls – US Mobile Teens Ages 13-17


Multitasking TV Viewers Profiled

Minority kids spend most of their waking hours plugged in

Minority children spend an average of 13 hours a day using mobile devices, computers, TVs and other media — about 4˝ hours more than white kids, says a report (Children, Media and Race: Media Use Among White, Black, Hispanic and Asian American Children ) released June 8. The findings, from Northwestern University, are being presented to childhood and telecommunications experts in Washington, D.C. (Source)


Seven Ways Teens Communicate 

The graphic below shows daily use of a variety of communication technologies – and suggests that while text messaging as a daily activity for teens has grown astronomically over the past three years, other communicative technologies have remained relatively stable or have declined slightly, suggesting that the increase in texting has layered on top of the other modes of communication that teens employ. (Source)

Activities over time

Kids increasingly spending time with multiple online channels

Time Spent per Week Using Select Media and Devices by US Children and Teens According to Their Parents, by Age of Child, Sep 2010 (% of respondents)

Online Activities of Children in Select Countries According to Their Moms, by Age of Child and Country, Spring 2011 (% of respondents)

TV Ownership Dropping

New research from the Nielsen Company found that 96.7 percent of American homes have at least one television, down from 98.9 percent the last time Nielsen took count. This is the first time in 20 years that TV ownership has declined. Nielsen partly blames the drop on poverty combined with broadcast television's switch from analog to digital.

Time Spent Watching TV

Television Bureau of Advertising's analysis: Traditionally, women in TV households have spent the most time viewing the tube, averaging more than 5 hours a day in recent years. Men are next, with more than 4.5 hours of daily viewing since 2005. Teens and children have been viewing at about the same levels, nearing the 3.5 hour mark. In 2009, men increased to 4:54. Women, still No. 1, increased to 5:31. Teens went down to 3:26, and children were up to 3:31.  (Source)


America’s Media Thirst Unquenchable, Claims Study
the report—The Infinite Dial 2011: Navigating Digital Platforms—Americans are spending an hour and 21 minutes more time per day with media than in 2001.
31 percent of Americans claim to own a smartphone, according to Arbitron/Edison’s report, up from just 14 percent a year ago.
it found that more than half of Americans 12 and older (51 percent) use Facebook, up from 8 percent just three years ago.
total weekly usage of online radio has doubled in the past five years, netting out at 9 hours 47 minutes per week. In fact, the audience for Web radio has
doubled every five years since 2001 and now exceeds 57 million teens and adults each week, or 22 percent of Americans 12 and older. (Source)


Ad Exposure

According to Roy H. Williams, whose Wizard of Ads books I have found inspiring and helpful, "A recent Yankelovich study tells us that Americans are confronted by more than 5,000 selling messages per day - radio and television and magazines and newspapers and billboards floating on an ocean of store signage, posters, point-of-purchase displays and product packaging - each one hoping to gain our eyes, ears and attention." (Source; also cited here)

Pew Research Report

Most People Spend More Than Half Their Day Consuming Media


Average Twitter User Older Than Expected
Flowtown found that Twitters users, on average, are 39 years old, while those who use LinkedIn are an average of five years older.

Nearly half (47 percent) of all internet users between 50 and 64 years of age also have at least one social media account.
Even 26 percent of those aged 60 and above use Facebook, Twitter or another social media website on a regular basis.

A full 61 percent of all adults surveyed by Flowtown indicated that they had used social networking websites in the past,
representing an impressive rise from the 47 percent measured a year ago, in August 2009. Thirty-eight percent of adults responded
that they use social media on a daily basis.

Most interesting of all the findings is the fact that nearly four-in-ten internet users between 30 and 49 years of age use social media every day.
This proportion is six out of ten in the 18 to 29 age cohort.  (Source)

Adults, Cell Phones and Texting (Pew)

Texting by adults has increased over the past nine months from 65% of adults sending and receiving texts in September 2009 to 72%
texting in May 2010. Still, adults do not send nearly the same number of texts per day as teens ages 12-17, who send and receive,
on average, five times more texts per day than adult texters.
  • Adults who text typically send and receive a median of 10 texts a day; teens who text send and receive a median of 50 texts per day.
  • 5% of all adult texters send more than 200 text messages a day or more than 6,000 texts a month. Fully 15% of teens ages
    12-17, and 18% of adults ages 18 to 24 text message more than 200 messages a day, while just 3% of adults ages 25 to 29 do the same.
  • Heavy adult texters -- those who send and receive more than 50 texts a day -- also tend to be heavy users of voice calling.
    Light texters, who exchange one to 10 texts a day, do not make up for less texting by calling more. Instead, they are light users of both calling and texting. 

number of text messages a month


Study Indicates Changes In TV Viewing Habits
The study, titled “Multi Screen Media Consumption 2010,” revealed that 50 percent of the 300 million consumers polled were
viewing Internet TV on a weekly basis
. The study also indicated that individuals are now spending up to 35 percent of their
leisure time in watching television.
The study also indicated that 93 percent of those surveyed are still watching “linear” broadcast
television, and 70 percent report that they are streaming, downloading, or watching recorded broadcast television offerings on a weekly basis.

Social Networking Dominates U.S. Web Use; Facebook Leads The Way

According to Nielsen, U.S. users currently spend 23 percent of their time on the Internet using social networking platforms.
And Nielsen puts the massive increase in social networking use squarely on the shoulders of Facebook, which just recently reached more than
500 million users to become the most widely used social networking platform globally.

While social networking gathers steam, Nielsen also found that 10 percent of U.S. Internet time is spent playing games,
which has now overtaken email as the second most popular online activity. Email dropped 28 percent from 2009 to 2010
and now represents 8.3 percent of online time, (Source)

Mobile Access 2010 report/study
the  Pew study discovered that 38 percent of U.S. adults who have a mobile device access the Internet with it in May 2010, up from 25 percent in April 2009,
82 percent of U.S. adults has a mobile device, which translates into just more than 31 percent of all U.S. adults use a mobile device to log onto the Internet this year.
11 percent of U.S. adults who have a mobile device — or 9 percent of the entire adult population — have made a purchase with their phones. That number jumps to
20 percent among those between the ages of 18 and 29. 
 23 percent of U.S. adults who own a mobile device — or 19 percent of the entire adult population — have accessed an online social network,
20 percent have viewed a video and 11 percent have contributed to charity, all via their mobile phones.  (Source)

Profile of the Average Gamer (June 2010)
Today's average gamer is 34 years old, according to a study of 1,200 households by the Entertainment Software Assn.
The most frequent game purchaser is 40. Nearly half of all gamers are between 18 and 49. More surprisingly, more than a
quarter of the gaming population is over 50.
The average adult gamer has been playing computer or videogames for 12 years.
The ESA reports that 48% of parents play videogames with their kids at least once per week. And 67% of American homes
either own a console, and/or use their PC to run entertainment software  (Source)

Blogosphere dominated by younger Americans
Bloggers age 21-35 accounted for 53.3% of over one million blog posts analyzed, followed by bloggers under age 20 (20.2%),
those age 36-50 (19.4%), and those age 51+ (7.1%). (Source)

Adults Spend Twice as Much Time on TV Than Web

People age 18-plus watched 319 minutes of television a day, according to the Media Comparisons Study 2010 commissioned
by the Television Bureau of Advertising (TVB). That figure more than doubles the time spent on the Internet (156.6 minutes),
and dwarfs daily time spent engaging with radio (91.2 minutes), newspapers (26.4 minutes) and mobile (19.2).

Other findings showed that television reaches nearly 90% of people 18-plus every day, better than the Internet's 67.5%,
radio's 60.6% and newspapers' 38.6%, and TV reaches over 80% of the general population.



Teens and Cell Phones (Pew Study, April 2010)
*   The typical American teen sends and receives 50 or more messages per day, or 1,500 per month.
And there are a sizeable number who do much more than that:  31% of teens send and receive more than 1
00 messages per day or more than 3,000 messages a month; 15% of teens who are texters send more
than 200 texts a day, or more than 6,000 texts a month.

· The report runs down a lot of details about the things that teens do with their phones besides texting and talking.
For example: 83% use their phones to take pictures; 60% play music on their phones; 46% play games on their phones;
32% exchange videos on their phones; 27% go online for general purposes on their phones; 23% access social networking
sites on their phones. (Source)

Cell phones and texting

  • Texting is the No. 2 use of cell phones after checking the time.
  • Sixty-five percent of high school students use cell phones in school.
  • One-quarter of text messages sent by teens are sent during class.
  • Text messages connect kids instantly and privately.
  • Images and messages can be spread virally or uploaded.
  • Teens with phones averaged nearly 2,900 texts a month — a 566 percent increase in two years.
    (Source: Common Sense Media, quoted here)

  • 18th Edison Research/Arbitron Internet and Multimedia Study

    One in four Americans 12 or older have listened to audio from an iPod or alternate MP3 player connected to a car stereo.
    52% of Americans have listened to online radio. In March 2010, 70 million Americans listened to Internet radio (27%).
    Three in ten who are 12 - 24 years old are "very interested" in online radio for car or mobile devices. The weekly online
    radio audience is 43 million people (the same as in 2009) or 17% of the total population, 12 years or older. (Source)

    Half of Americans Have Profiles on Social Networking Sites
    Social media seems to have come of age as a new national survey from Arbitron and Edison Research indicates that
    the percentage of Americans ages 12 and older who have a profile on one or more social networking Web sites
    has reached almost half (48 percent) of the population in 2010.

    More Americans Watching TV & Internet Together (Nielsen)
    Americans increased their overall media usage and media multitasking according to The Nielsen Company’s latest Three Screen Report,
    which tracks consumption across TV, Internet and mobile phones.  In the last quarter of 2009, simultaneous use of the Internet while
    watching TV reached three and a half hours a month, up 35% from the previous quarter. Nearly 60% of TV viewers now use the Internet
    once a month while also watching TV. (Source)


    State of The News Media 2010  (excerpts)
    Audiences for news declined on all platforms except digital and cable, the study reports, with the bulk of the online traffic for news attracted
    by the biggest operations: "Of the 4,600 (news and information) sites, the top 7 percent collect 80 percent of the traffic. And the top 20 sites
    attract the majority of that (most of them legacy media)."
    (Source) Two-thirds of the top news sites were either pure news aggregators
    (like Google and Yahoo news) or had a strong aggregation element (like MSNBC or AOL). The age group most likely to use a news aggregation
    service was 18-29 (68 percent), followed by 30-49 (57 percent), followed by 50 plus (45 percent).  (Source)

    Pew Report: 26% Read News on Mobile Devices
    A new report from the Pew Center's Project for Excellence in Journalism reveals that more than a quarter of Americans read news on mobile devices, and those who do are highly engaged participants as well as being voracious grazers of news and information.

    The report, "Understanding the Participatory News Consumer," examines the impact of digital media on news consumption and interaction behaviors. A section of the study focused specifically on the growth of mobile devices reveals that more than 80 percent of adults now own cell phones and 37 percent use their phones to access the Web.

    FCC: Cell phone use high; mobile web use low
    According to new research from the Federal Communications Commission: 86% of Americans own a cell phone; fewer than one third
    use their devices to access the mobile Web. In contrast, 66% have sent or received text messages. Among younger cell phone owners,
    48% of those ages 19-29 access the mobile web compared to only 5% of those over 65. (Source)

    FCC: One third of Americans don't use fast Internet
    The study found that 80 million adults and 13 million children either still use dial-up or don’t use the Internet at all at home

    Source for graphic

    Journalists' Use of Social Media Soars
    Nearly 70% of journalists surveyed are using social networking sites, a 28% increase since the results of the 2008 Survey of Media in the Wired
    World were released; --  48% are using Twitter or other microblogging sites and tools, a 25% increase since 2008 (Source)

    Cell phones and Texting
    A December 2009 study by the Pew Research Center showed that 68% of cellphone owners 18 and older send text messages.
    A deeper dive reveals the biggest texters to be 18- to 24-year-olds (95%). And while that stat shouldn't floor anyone, what may
    surprise is just how many people are texting within the older sets, including 25- to 34-year-olds (87%); 35-44 (74%);
    45-54 (69%); 55-64 (43%) and 65-plus (20%). (Source)

    Facebook Mobile Tops 100 Million Users
    More than 100 million people are actively using Facebook from their mobile devices every month,
    a 54% increase from the 65 million people who did so just six months ago, according to Facebook.

    Time Spent Social Networking Up 82%


    Kaiser Generation M2- Kids/Youth/Media Survey (January 2010)



    Source: CNET
    Source: ZNET
     Source: ZNET

    TV: Where Most Americans Will Get Their Political News

    A recent Rasmussen poll found that a clear majority of Americans – 59% -- plan on getting most of their political information from their
    television sets this year. That number represents the combined total for cable and broadcast sources.The breakdown of the 59% is
    37% cable, 22% broadcast. The internet is second with 21%. Newspaper and radio trailed, with neither able to break into double digits,
    pulling responses of 9% and 7% respectively. 18% now get political updates over a phone or other mobile device, with 18-29-year-olds
    twice more likely to do so than the 65+ crowd. (Source)

    Televisions In The Home

    As of November (2009), according to media researcher Nielsen, 29.9 percent of TV-owning households in the U.S. have four or more televisions--that's very
    close to one-third of the 115 million domestic domiciles that have at least one television set. Among the other, relatively impoverished TV households,
    25.1 percent have three sets, 28.3 percent have two, and 16.7 percent have a measly single TV. As you might expect, that many televisions translates to
    some lofty numbers in other TV-related sectors. Nielsen found that 103.6 million U.S. homes are cable- or satellite-ready.
    Approximately 51 million American homes have digital cable. (

    Game Console Data Released

    Microsoft's Xbox 360 is the most-used console when measured by its share of total usage minutes, capturing 23.1 percent of gaming time.
    It is followed by the PlayStation 2 with 20.4 percent of usage time and the Nintendo Wii with 19 percent. Surprisingly, the PlayStation 3 didn't make the list top-three list.
    But Nielsen didn't stop there. The company said that 54 percent of American homes own a game console or handheld system.
    And so far, 41 percent of homes have at least one current-gen console. (Source)

    State of the Media Democracy Report
    According to Deloitte's fourth annual report 34 per cent of Americans cite TV as
    their favorite medium, up from 27 per cent last year. Second through fourth, respectively, were
    Internet, music and books, all of which are perceived by the average consumer as being less
    expensive than a night out at the movies.  While 71 per cent of respondents say watching TV
    is one of their top media choices, only 22 per cent listed going to the movies among their top 3.

     Source: Newsweek Magazine,  12/7/09, page 23


    Internet Use & The Elderly
    In the last five years, the number of Seniors 65+ actively using the Internet grew 55% from 17.5 million
    in November of 2009 up from 11.3 million in November of 2004 according to a recent survey by Nielsen.
    Among online visitors 65+, 88.6% say checking their personal email is their top online activity. (Source)

    Middle School Student Media Consumption Study Results
    According to the Ratheon study, 72 percent of U.S. middle school students spend more than three hours each day outside
    of school in front of a TV, mobile phone or computer screen rather than doing homework  or other academic-related activities.
    The study found that students spend a lot of time in front of a screen doing one or more of the following activities:
    watching TV, playing video games, sending text messages or using the computer (for non-school related tasks). (Source)

    Texting getting more popular with older generation
    Texting is becoming more and more popular with older people in the UK, reports Media Week
    citing research from mobile messaging technology provider Tekelec. The research found that
    60 percent of Brits aged over 45 are now as likely to text as make voice calls on their handsets.
    It found than 44 percent of those aged 35-44 and 14 percent of those aged 45 and over send
    more than 30 texts a week. It also showed that texting is more popular with women than men -
    with over 40 percent of women seeing themselves mainly as 'texters', versus 30 percent of men.

    How Much Information? Study
    An average American digests a whopping 34 gigabytes of information outside of work every day, according to
    a new study from the University of California, San Diego. The UCSD researchers estimate we each ingest
    about 100,500 words daily from various forms of media. In all, it's about 350 percent more data than we were
    swallowing down just three decades ago.
    -Contrary to some popular perceptions, adults are watching far more TV than teens. Americans age 60 to 65
    spend more than seven hours a day being idly entertained; teenagers, on average, spend about four.
    -This one may come as a surprise: Nineteen percent of our nonwork info-gathering time is taken up by radio-listening.
    The majority of that, the researchers find, is during our commutes.

    - Believe it or not, computer use accounts for only 24 percent of our info-ingesting hours, work excluded.
    That includes Web-surfing, game-playing, video-watching, and whatever else you may or may not be spending two hours a week doing online
    - E-mail's the most widely used Internet service, taking up more than a third of America's total online hours.
    Web browsing is a close second, at about 30 percent.


    (Source NYT, November 16, 2009)

    US TV Viewing at All Time High

    The Nielsen Company says (November 2009) that U.S. television viewing reached an all time high in the 2008-09 season, with Americans spending
    an average four hours and 49 minutes a day in front of the television. The figure, which includes Americans watching recorded TV within
    7 days of airing and cable viewing, was up four minutes from the previous TV season year and up 20 percent from 10 years ago. Nielsen said
    the average household watched eight hours and 21 minutes a day on average -- also an all-time high. Daily viewing during prime-time
    remained flat compared to a year ago but was still at its highest peak since 1991.  (Source)

    Media Reach, Audio and Radio
    According to a Nielsen analysis of a media study conducted by the Council for Research Excellence, 77% of adults are reached by
    broadcast radio on a daily basis, second only to television at 95%. The study found that Web/Internet (excluding email) reached 64%,
    newspaper 35%, and magazines 27%. And, in a deeper analysis of audio media titled "How U.S. Adults Use Radio and Other Forms of Audio,"
    Nielsen found that:

    • 90% of consumers listen to some form of audio media per day
    • The 77% who listen to broadcast radio surpass the 37% who listen to CDs and tapes and the 12% who listen to portable audio devices.
    • Almost 80% of those aged 18 to 34 listening to broadcast radio in an average day.  (Source)

    Nielsen: Kids watching TV at eight-year high

    According to Nielsen Media Research, children aged 2-11 spend more hours in front of the tube than they
    have since at least 2001. Kids aged 2-5 average more than 32 hours a week in front of a TV. Kids
    6-11 spend a little less, about 28 hours per week, presumably because they're spending more time in school.
    Both measures are the highest levels recorded by Nielsen during the study period.  (source)

    Traditional News Media Still the Source for Most on Major News, According to
    2009 State of the First Amendment Survey
    Television was the first source for major news stories for about half of all
    responding (49%), followed by the Internet at 15%, radio at 13% and newspapers
    at 10% -- which places traditional news media (TV, radio and newspapers) as
    the first source for 72% of Americans. Twitter, e-mails and social-networking
    sites each were named by 1% of those responding.

    Similarly, for 48% of Americans TV is the primary source for follow-up reports
    on those news stories, followed by the Internet at 29% and newspapers at 9%.
    (sources: Reuters; First Amendment Center)

    Digital Video Awareness Grows; YouTube Still Dominates
    More than two-thirds (67%) of online Americans now report that they have streamed or downloaded
    digital video content from the internet, and most feel it’s reasonable to watch embedded ads in
    online TV and movies if the desired video content remains free-of-charge, according to data from
    Ipsos MediaCT’s most recent MOTION study.

    Study: TV programming viewed online in 25% of U.S. households
    A new survey by the Conference Board reports that almost 25% of U.S. households watch TV shows
    online as opposed to 20% just one year ago. Of these viewers, 43% watch news shows, 35% sitcoms,
    comedies and dramas, around 20% watch reality programming and 18% sports.

    Nielsen said in a report that 57 percent of TV viewers in the U.S. who have Internet access use both mediums at the same time at least once a month. The Nielsen study found the average TV viewer who uses the Internet simultaneously does that for 2 hours and 40 minutes a month, and that 28 percent of the time they are on the Web at home, they are also watching television.
    (Source; AdWeek)

    Two-thirds of Americans now own a video-enabled mobile device, including iPods, cell phones, and
    laptop computers, up from less than half three years ago, according to new data being released
    September 2 by Knowledge Networks.  Of Americans age 13-54, 65.7% of them have at least one
    video-enabled mobile device, up from 44.9% in a 2006 KN study. The study indicates that laptop
    computer are the most prevalent technology, with 57.3% of Americans now owning one, up from 42.8% in 2006.

    Forrester's report ("The Broad Reach of Social Technologies" ) found that 51% of online U.S. adults utilize
    social networking sites such as Facebook or LinkedIn, a large increase from the 25% of users who reported
    using social networking sites in 2007.
    The survey classified a full 73% of online U.S. adults as spectators, a
    big increase from the 48% that it classified as such in 2007. Additionally, the number of users who consume
    no social media has fallen from 44% in 2007 to 18% this year.

    Almost all U.S. youths ages 18-24 participate in social media at least once a month. (Source)

    "Now more than half of adults aged 35 to 44 are in social networks. 70% of online adults, ages 55 and older,
    tell us they tap social tools at least once a month; 26 percent use social networks and 12 percent create
    social content. As a result, social applications geared toward older adults will now reach a healthy chunk of their audience."

    In 2004, less than half of U.S. teens aged 12 to 17 owned a cell phone, compared to 65 percent of adults.
    By 2008, teens owning cell phones had increased to 71 percent, versus 77 percent of adults......
    the cell phone wasn't the most prevalent electronic device teens owned, at least in 2008. The most
    popular gadget was a game console, owned by 78 percent of the respondents. Next was an iPod or
    other MP3 player, which just edged out the mobile phone with 74 percent. Only 60 percent of teens
    said they owned a PC, whether it be a desktop or notebook. (Source/ Pew Study)

    Teen social networking by the numbers

    51 Percentage of teens who check their sites more than once a day.

    22 Percentage who check their sites more than 10 times a day.

    39 Percentage who have posted something they later regretted.

    37 Percentage who have used the sites to make fun of other students.

    25 Percentage who have created a profile with a false identity.

    24 Percentage who have hacked into someone else's social networking account.

    13 Percentage who have posted nude or seminude pictures or videos of themselves or others online.

    40%of US households own a video game system, according to a August 2009 report from the
    Cable & Telecommunications Association for Marketing.But that number is flat from last year,
    said the study. The most notable growth area was in high-definition television adoption. HDTV ownership
    grew from 35 percent last year to 53 percent this year. (Source)

    In 2009, there were nearly 115 million TV homes in the US, each averaging 2.86 TV sets,
    according to a new Nielsen study. That computes to nearly 329 million TV sets -- more
    than the entire US population, estimated at 307 million by the US Census Bureau. (Huff Post; NY Post)

    What activities do Americans do during a typical day, and how much time do they spend on each activity?
    The five activities that take up the
    most time besides sleeping (6.1 hours) are:
    1. working (6.6 hours),
    2. watching television (3 hours),
    3. using the Internet on a home computer (2.4 hours),
    4. listening to the radio (1.7 hours) and
    5. reading books (1.5 hours).
    Which activity are Americans most likely to multitask on? Nine out of 10 online adults watched television
    in the last 24 hours, and 72 percent of them multitasked by using at least one of 12 other measured media.
    The three other activities they perform while watching television are surfing
    the Web (not emailing) (27 percent), using their cellular phone (26 percent) and emailing (23 percent).


    People 35 to 54 are now (July 09) the biggest age group on the Web site, accounting for 28.2 percent of all U.S. users as of July,
    according to iStrategyLabs, an online marketing firm. Following close behind are 24- to 34-year-olds, who represent
    25.2 percent of users. (Source)


    The NPD Group in the report “Gamer Segmentation 2009,” says that 28% of females
    are playing video games on gaming consoles. That number is up 5% from 23% in 2008.
    Of the 65% of American households who play video games or computer games, according to a 2008
    Entertainment Software Association (ESA) study, female gamers make up 40% of all players. And not
    all female gamers are young. The 2008 ESA study reported that 33% of women ages 18 and up play
    video games – surpassing the 18% of boys ages 17 and younger who play video games. (source)

    Level of Usage of Select Media According to US Teen Internet Users, May 2009 (% of respondents)

    (link to the report )
    The leading type of media use among teens is still television, with the average teenager watching 3 hours and
    20 minutes per day, countering the myth of YouTube as the lead medium. Actually, Nielsen says that teens
    watch more TV than ever, with usage up 6% over the past five years in the U.S.   In comparison, a typical teen
    only watches about 11 minutes of online video per day, Nielsen found, or an average of about 3 hours per month.
    That is much less than adults ages 18-24 who watch 5 hours and 35 minutes per month and even less than
    adults ages 35-44 who watch 3 hours and 30 minutes per month
    Other key findings of the study include:
    * Half of all teenagers use an audio-only mp3 player each day, while one in four watch video on an mp3 player.
    * On an average day, one in four teens reads the newspaper.
    * While teens multi-task in their media usage, this behavior may actually be lower than among adults.
    * South African, Venezuelan and Indonesian teens are the biggest couch potatoes.
    * 35% of U.S. teens may have DVRs, but they prefer live TV viewing.

    • In one study, teens were consuming one form of media 77% of the time while observed, making them
      less prolific multitaskers than adults when it comes to media.
    • "Television is still the dominant medium of choice for teenagers" and they're watching more of it than
      ever before.
    • Teens prefer live television to DVR time-shifted programming.
    • When it comes to going to the movies, teens lead the pack and prefer the big screen to DVDs, online
      rentals and on-demand offerings.
    • Teens consume less online video than adults.
    • With 11 hours and 32 minutes a month of web browsing, teens are surfing the net half as much as the
      average US internet user.
    • Teens generally visit the same categories of sites as adults do.
    • Despite the popularity of online music and portable music devices like the iPod, "Radio is the top source
      of music consumption for 16% of teens globally and the secondary source for another 21%
    • 29% of teens aged 18-20 claim to read the newspaper daily; 34% claim to read the newspaper on Sunday.
    • Teens are more receptive to advertising than adults once ads get their attention. (Source)

    the Pew Internet and American Life Project's latest study found that 63 percent of Americans now have
    high-speed access at home, compared to 55 percent in May 2008.

    the recent NPD Group survey also found that 37 percent of kids aged 4 to 14 who use a portable
    gaming console (such as the Nintendo DS or the Sony PSP) actually own them—or rather, their
    parents and/or generous family member/friend gave them one. (And in nine out of ten cases,
    it was brand new.) The figure for personal media players: 30 percent. (Source)

    64% of Americans 18 and older reported using the Internet in 2007, up from just 22% a decade earlier.
    62% of the nation's households report using the Internet at home in 2007, an 18% increase from 1997.
    Among households using the net in 2007, 82% reported using a high-speed connection,
    and 17% used a dial-up connection.
    (Source; see also Census PR)

    This study, which was sponsored by media research firm Nielsen, however, concludes that the average adult in the U.S.
    still watches an almost unbelievable 5 1/2 hours of live TV every day. 94% of adults watch TV on any given day, while
    most people only watch online videos for a few minutes a day.
    TV (including DVR playback) represents 99% of all the video
    watched by U.S. adults, and even for the youngest group in the sample, those 18-24, online video only represented
    2% of all screen time. Users 18-24 spend more time in front of their computer screens than any other group
    (143 min a day on average), but still watch 210 min of TV every day.The older a person, the more time they are likely
    to spend in front of their TV (421 min for those 65 and older).

    The average age of magazines' readers is catching up with the overall population. The
    media age of adults in the US increased 1.3 years to 45.2 since Spring 2004, according to the
    Spring 2009 Mediamark Research report. But adult readers at the nearly 200 publications
    and publishing groups tracked in both studies saw their median age rise 1.6  years to 44.
    About 56% of the titles tracked in both years posted age increases higher than the general
    adult populations.  (Source)


    Three Screen Reports indicates: the average American watches approximately
    153 hours of TV every month at home,
    a 1.2% increase from last year.
    In addition, the 131 million Americans who watch video on the Internet watch
    on average about 3 hours of video online each month at home and work.
    The 13.4 million Americans who watch video on mobile phones
    watch on average about 3 ˝ hours of mobile video each month. (Source)



    Nearly three times the number of people combine TV watching and Internet surfing on Thursdays
    than do so on Mondays, according to a new study. As reported by Adweek, the study by
    Integrated Media Measurement Inc. found that 5.8 percent of viewers watching broadcast
    television multitask with Internet use on Monday, rising to 15.9 percent by Thursday.


    More than half of U.S. adults used the Internet to participate in the 2008 election --
    the first time that threshold has been crossed
    Some 55 percent searched for political news online, researched candidate positions,
    debated issues or otherwise participated in the election over the Internet

    * 45 percent of Internet users watched online videos related to politics or the election;

    * 33 percent of Internet users shared political content with others;

    * 52 percent of those on a social network used it for political purposes.

    (Sources: Reuters;  link to Pew study)


    According to the Technology Gap Survey’s findings, new technologies have blurred the lines between personal and professional tasks –
    especially online technologies such as blogs and social networking sites. The survey found:

    • Gen Y workers spend an average of 10.6 hours a day accessing social networking sites, news Web sites, blogs, Internet forums,
      and multimedia sharing Web sites, versus 5.6 hours reported by Boomers.
    • Sixty-two percent of Gen Y professionals report accessing a social networking site from work, versus only fourteen percent of Boomers.
    • Thirty nine-percent of Gen Y workers report using gaming programs at work, versus fourteen percent of Boomers.
      Press release; link to survey

    Watching TV On The Internet

  • TV viewing on the Internet is increasing; 33 percent of broadband consumers under the age of 30
    watch a TV program on the Internet at least once per week.
  • Consumers over 30 who watch a TV program on the Internet weekly watch 20 percent less traditional,
    live TV broadcasts than their peers.  (Source: Connected Life Market Watch quoted

    Video Consumption in the US
    Ball State University’s Center for Media Design and Sequent Partners for the Nielsen-funded Council for Research Excellence)

    99% of video consumption on televisions, the Web and mobile is on traditional TVs
    Younger baby boomers in the 45- to 54-year-old age group average the most daily screen time, a little more than 9 ˝ hours.
    Other age groups average about 8˝ hours.
    -The study found that TV users were exposed to 72 minutes per day of TV ads and promos
    - The data shows that 18-to-24-year-olds — generally college students and new entrants into the work force —
    watch the smallest amount of live TV of any age group (three and a half hours a day), spend the most time
    text messaging (29 minutes a day) and watch the most online video (5.5 minutes a day).
    (Sources: New York Times; TV Week; link to press release)

    American Kids Study 2008/
    Mediamark Research & Intelligence (MRI) (excerpts)

    American kids age 6-11:
    71.1% accessed the Internet in the past 30 days
    -Of those:
    83.4% did their Web surfing at home; School (#2) 29.6%, bookstore/library(3rd) 6.82%
    - 81.2% reported accessing the web to play online games
    - 86.8% of youths played a video game; 29.1% played a video game on a cell phone
    - Of the nearly 50 Web sites measured by the study, three of the top five are TV sites
    (, and

    More than half (57.0%) accessed the web because advertising drove them there. (Source;Source)

    Using Cell Phones To Access News

    number of people getting news via cellphone doubled from 10.8 million in January, 2008 to 22.4 million in January, 2009,
    according to comScore.

    According to the New York Times, 17.5 million young people, aged 13-17, own cell phones

    News Sources & Habits: Pew
    Research Center for People and the Press

    When it comes to local news, more people say they get that news from local TV stations than
    any other source. 68% say they regularly get local news from TV reports or TV station websites,
    48% say they get news from local newspapers in print or online, 34% say they get it from radio
    and 31% say they get local news, more generally, from the internet.

    Newspapers have long struggled to attract younger readers. A recent analysis of newspaper
    readership by Pew Research found that just 27% of Generation Y - those born in 1977 or later -
    read a newspaper the previous day. That compares with 55% of those in the Silent or Greatest Generations,
    born prior to 1946. (Source)

    Social Nets Overtake Email
    Social networking has overtaken e-mail as the most popular Internet activity, according to a new study released by Nielsen.
    Active reach in what Nielsen defines as "member communities" now exceeds e-mail participation by 67 percent to 65 percent.
    What's more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of
    Internet use such as portals, e-mail and search. (Source)

    Alcohol & Influence on Teens
    an estimated 11 percent to 20 percent of U.S. teens have T-shirts, headwear, jewelry, key chains and other
    paraphernalia emblazoned with brands of alcoholic beverages  (Source)

    Global Mobile Phone & Internet Use
    - Six in ten people around the world now have cell phone subscriptions;  developing countries now
    account for about two-thirds of cell phones in use
    - Internet use more than doubled. An estimated 23 percent of people on the planet used the Internet
    last year, up from 11 percent in 2002.

    International Telecommunication Union report; AP News story)

    Mobile, DVR Video Show Fastest Growth
    The Nielsen Company reported (February 23) that viewing of video on television, Internet and mobile devices -- the Three Screens --
    continues to increase and has reached new heights. In its fourth quarter "A2/M2 Three Screen Report," Nielsen reported
    that the average American watches more than 151 hours of TV per month, an all-time high. Meanwhile, Americans who
    watch video over the Internet consume another 3 hours of online video per month and those who use mobile video
    watch nearly 4 hours per month on mobile phones and other devices. (Source, Nielsen PR)

    Who's Twittering?
    Over one in ten (11%) online adults in the US say they have used Twitter — or a similar service
     –- to share updates about themselves or view updates about others.

    Nearly one in five (19%) online adults ages 18-24 used Twitter and similar services,
    as have 20% of online adults age 25-34.
    Use of these services drops steadily after age 35,
    with 10% of 35- to 44-year-olds, and 5% of 45- to 54-year-olds, using Twitter.  The decline is starker
    among older internet users; 4% of 55-64-year-olds and 2% of those 65 and older use Twitter.
    14% of users who access the internet wirelessly via a laptop, handheld or cell phone
    have used Twitter or the like, compared with 6% of users who go online but do not do so wirelessly.
    (source-Pew Internet & American Life Project)

    Handheld devices and youth study
    - nearly nine in ten (86%) of 15 to 17 year-old Internet users have a handheld device, whether it is a cell phone (69%), an iPod or
    other MP3 player (66%), a PSP (31%) or a Smartphone (12%). According to the study, one quarter (26%)
    of 15 to 17 year-old Internet users pay for Internet access on their cell phone, compared to 11% of 35 to
    49 year-old Internet users. Similarly, one quarter (24%) of 15 to 17 year-old Internet users watch video
    on their handheld devices on a monthly basis.
     (Source The Broadband Content and Services 2008(TM) Report study )


    Mass Media, Magazine Influence Continue Declines
    Only 18% of U.S. consumers cite magazines as a source of information they have consulted in the last month,
    down from 23% in 2006, according to recent research from Ketchum Public Relations. Trade magazines and
    newsletters showed only a slight decline, from 13% to 12% over the past two years. The periodical world
    is not alone in this steady erosion of mass media authority. In its study of traditional media usage, Ketchum
    also found that national TV declined as an information source, from 71% in 2006 to 65% in late 2008, local TV
    news fell from 74% to 63% and local newspapers went from 69% usage to 63%. The only old-school mass medium
    that enjoyed a gain was cable network news, which climbed from 47% of use in 2006 to 49% last year.

    Peer-to-peer authority is replacing mass media on all fronts. As information sources, family and friends’ advice
    rose from 44% to 47% as an information source, while coworker advice went from 23% to 30%.

    The flight from top-down authority in the information value chain is clearest in online usage. Virtually every
    P2P category of interactivity, most notably blogs and social networks, exploded in their use and influence,
    the 1,000 U.S. respondents in this survey showed. (source)


    Consumer Usage of Online Media (% of U.S. Consumers Using)
    Online Media 2006 2008
    Search Engines 61% 59%
    Email Newsletters 40% 42%
    Cable TV News Sites 38% 31%
    Social Networking Sites 17% 26%
    Company Website 22% 26%
    Blogs 13% 24%
    Shopping Sites 17% 35%
    Videocasts 6% 11%
    Podcasts 5% 7%
    Company Emal Blasts 7% 9%
    Business News Sites 8% 8%
    RSS News Feeds 5% 7%
    Mobile Media 5% 6%
    Source: Ketchum Global Media Network and Global Research Network partnered with the University of Southern California Annenberg Strategic Public Relations Center on this study.

    What we do with our mobile phones?

    According to comScore Mobile, a higher percentage of users in the 13- to 24-year-old group
    compared with the older group use their phones for services like texting. (Source: NYT 1/21/09)

    Service                              13-24         25-52
    Sent text message                57%           28%
    Sent email                           11               9
    Took photos                         14               5
    Used I.M. service                   9                4
    Used photo/video network       9                4
    Sent photo to a phone            8                3
    Sent photo to a pc                 6                2
    Sent photo via email               5                3
    Captured video                      5                2
    Uploaded photo to Web           4                2

    Older adults among newer members on social networking sites (Pew Study)

    the study found that 35% of adult Internet users now have a profile on at least one social networking site.
    And among online adults ages 35-44, 30% have a profile.

    Although the share of online adults with a profile quadrupled from 8% in 2005, Pew found that the
    young are still more likely to use these sites. Among 18-24-year-olds, 75% of those who go online have a profile.

    • 75% of online adults 18-24 have a profile on a social network site
    • 57% of online adults 25-34 have a profile on a social network
    • 30% of online adults 35-44 have one
    • 19% of online 45 to 54 year olds have a profile
    • 10% of online 55 to 64 year olds have a profile
    • 7% of online adults 65 and older have a profile

    (Sources: USA Today; Social Computing Magazine, link to study)

    State of Media Democracy 2009 Survey
    Reveals millennials view their computer as more of an entertainment device rather than their TV


    The study found that millennials, or Generation Y, watched the fewest hours of television per week. They averaged only 10.5 hours per week.


    In comparison, Generation X watched 15.1 hours, baby boomers watched 19.2 hours and seniors watched 21.5 hours. 


    While the numbers may seem odd for a generation that is notorious for its technological savvy,
    the study found that millennials spent the most amount of time watching DVDs on the computer and also the most time playing video games,
    listening to music and surfing the Internet.  (Source: News story Deloitte PR)


    The State of The Media Democracy study: Young people watch less TV

    "millennials," the generation of ages 14-25, watch just 10.5 hours of TV a week
    - Generation X (ages 26-42) watches 15.1 hours,
    - Baby boomers  (43-61) watch 19.2 hours

    - and 21.5 hours for matures (62-75).
    - 33% of respondents owned a DVR

    - millenials spend less time watching DVDs of movies and TV shows on television sets, 4.8 hours a week, than do Gen Xers.
    They are, though, spending more time watching DVDs on a computer -- 1.9 hours a week -- than any other age group.

    - Millennials spend an average of 1.8 hours a week at the movies, while it's just one hour for Gen Xers,
    0.9 hours for Boomers and 0.7 hours for Matures.

    (Sources: Reuters/New Tee Vee/Hollywood Reporter/Adweek; details of the new study; link to 2007 study)

    CISCO's Worldwide Media Survey Released

    • U.S. consumers watch the most TV: an average of 3.8 hours per day.
      Germans watched 2.9 hours on average; Swedes, 2.1 hours; and urban Chinese, 1.8 hours.
    • Urban China has the largest percent of users who watch online video via their PCs, at 97 percent,
      with the U.S. following at 81 percent.
    • The U.S. has the largest percentage of users watching video on a mobile phone, at 23 percent.
    • U.S. respondents who watch video on their mobile phone spend an average of 36 minutes per day doing so.
    • Eighty-five percent of the German respondents are interested in viewing Internet video on their TV sets,
      compared with 55 percent of Swedes, 54 percent of Americans, and 35 percent of urban Chinese.
    • U.S. respondents watch 2.5 times as much professional video content (TV programs and movies)
      as they do user-generated video content on their PC or laptop. German respondents watch twice
      as much user-generated video on their PC or laptop as they do professional video content.
    • On average, American respondents who use a PC or laptop to view video spend 1.5 hours per day doing so.
      They are well ahead of the Swedes (who spend 0.7 hours per day),
      equal to the Germans (1.5 hours per day) and slightly below the Chinese (1.9 hours per day).
      (Source: CISCO PR; see also World Internet Project International Report)

    Social Networking's Growth

    Activity on social networking sites favored in the U.S. such as MySpace and Facebook increased
    93% between 2006 and 2008, the Web research firm noted in its new report,
    “Social Networkers U.S.: Who They Are and What They Mean for Next-Generation Online Advertising.”

    The two networks now draw regular users about evenly, with 63% of U.S. social networkers
    using MySpace, 60% using Facebook and—perhaps obviously—34% using both. Facebook has
    posted strong expansion numbers in the last two years.

    They’re not all just lurkers, either. Approximately 105 million U.S. broadband users, or 76% of
    the total U.S. broadband population, have actively contributed something to a social networking site:
    anything from publishing a blog or Web site to posting to a wiki or uploading video content.
    About 40 million, or 29% of that population, make those contributions regularly—
    outnumbering the 33 million who don’t contribute to social networks.  (Source)

    Youth and Online Gaming Virtual Worlds

    • 34 percent of American children and teens who use the Internet visited a virtual world at least once a month in 2008.
    That’s expected to rise to 42 percent in 2009.

    • 71 percent of digital kids feel their virtual worlds are very important to them.

    • 13 percent of adults say their children are spending less time with real friends and more with virtual ones

    • 75 percent of youngsters said in a survey that they use the Internet to participate in communities tied to social causes.

    • Virtual worlds like Elf Island, World of Warcraft, Ultima Online, Second Life, Webkinz and scores of others allow
    players to interact with others worldwide. They are known as “massively multiplayer online games.”

    • About 10 million people worldwide visit at least one virtual world often.

    • A new three-year study funded by the MacArthur Foundation concludes that youngsters who play online are acquiring
    technical skills and “learning to be competent citizens in the digital age.”

    • A survey found that digital kids have a hankering to “make a difference” and help the planet

    Sources: University of California-Irvine, Center for the Digital Future of University of Southern California,
    Media Research Lab of Iowa State University, Just Kid Inc.   (found in AJC story, Jan 2009)

    What do we know about blogs/bloggers?

  • U.S. bloggers = 57 percent male (parity is near);
  • One in four bloggers spends 10 hours or more blogging each week
  • 77 percent of the bloggers surveyed comment on other blogs
  •     (Source December 1 post)

    Who is playing videogames?  Adults

    The Pew Internet & American Life Project - which in September 2008 revealed that 97% of kids play videogames
    - has now (December 2008) found that more than half of American adults (53%) play computer games, with one in five (21%)
    playing every day. In particular, men and "urbanites" are more likely to play than women and "rural-dwellers."
    (Source/link to Study)

    Nielsen Study: Media Use Grows On All Fronts

    the average person in the U.S. watched 142 hours of TV a month, up 4% from last year.
    People who used the Internet were online 27 hours a month, up 6%, and those who
    watched video on mobile phones watched three hours a month, unchanged compared with a year ago.
    -- DVR use is significant: Americans spend more than six hours a month watching DVR-timeshifted TV,
    more than double the amount of time they watch video online.
    -- Men are more likely than women to watch video on mobile phones, but women are more likely than
    men to watch video on the Internet.
    -- Online video use grew steadily through the quarter when there were major events including
    the Olympics, Major League Baseball games, the political conventions and debates, and the financial crisis.

    (Source; Full Report: Americans Can’t Get Enough Of Their Screen Time)

    Only 88% of US Youth Have Internet Access

    While some 88 percent of young Americans have access to the Internet, that figure is
    far behind Internet access for youngsters and teens in other countries. For instance,
    95 percent of Canadian youth have Internet access; the Czech Republic and Macao
    come in at 96 percent, Israel at 98 percent. And the winner? Apparently 100 percent
    of young Britons have access to the Internet. The U.S. also trails Sweden, New Zealand,
    and Canada in Internet usage by citizens over 18 years old. (Source)

    Internet Popularity
    In 1995, when The Harris Poll(R) began measuring online activity, less than 18 million adults
    used the Internet in their homes, offices, schools, libraries or other locations. Now, thirteen
    years, later, fully 184 million adults are online. While most people (75%), and almost all those
    use the Internet, use it at home, more than two out of five adults (43%) go online at work
    and a third (32%) do so at other locations (schools, cybercafes, libraries, etc.) (Source)


    Even though digital video recorders are installed in the homes of only 28 percent of the country,
    twice the number of people are using them for time-shifted viewing than used VCRs when they
    were present in 90 percent of U.S. homes, according to a study by Interpublic Group's (IPG)
    Magna Global. The study also discovered that DVR viewing accounts for 11 percent of all household
    viewing -- rising to 16 percent among the 18-49 age group.

    Nielsen finds strong TV-Internet usage overlap

    Average TV viewership still dwarfs online activity in the home -- 127 hours vs. 26 hours per month
    among those who use the Internet, with video "streaming" on the Web accounting for just two hours
    and 19 minutes. As a group, teen girls are the most likely to engage in streaming, 82 percent. While
    31 percent of in-home online activity occurs at the same time the user is watching TV, the lion's share
    of all household TV viewership -- almost 96 percent -- takes place apart from the Internet,
    the Nielsen study found. Not surprisingly, perhaps, a higher percentage of teenage TV viewing
    coincides with Internet use, 5.4 percent compared with 3.8 percent for the general population,
    Nielsen found.  (Source: Yahoo News: 10/31/08)

    Popularity of Online Video

    a study by Ipsos Media found that about 54% of female Internet users ages 12 and up have streamed
    a video online in the past 30 days, up from 45% a year ago. That’s an all-time high and nearly equal
    to the 58% of men who have streamed online video in the past month. Ipsos also reported that 60%
    of adults 35 to 54 have recently streamed online video, up from 49% in late 2007 (Source)

    Price of a 30 second ad in network TV
    the average cost for a 30-second commercial in prime time was $130,089 during the 2007-2008 season
    (source: Adage)

    Popularity of Video Games
    Among the survey's findings:
    Ninety-seven percent of young respondents play video games. That's 99 percent of boys and 94 percent of girls,
    with little difference in the percentages among various racial and ethnic groups and incomes. In fact, 7 percent of
    those surveyed said they didn't have a computer at home, but did have a game console, such as Sony Corp.'s
    PlayStation, Microsoft Corp.'s Xbox or Nintendo Co.'s Wii.
    (Source: Pew Internet & American Life Project )

    Podcast Popularity
    The latest Pew Internet and American Life Project found that 19% of Internet users had downloaded podcasts to
    listen or view at a later date. A similar study in August 2006 found that just 12% of Internet users had done this.
    An earlier study of downloading habits, in February and April 2006, found that just 7% of users had downloaded a
    podcast in this manner, the UK's Guardian reports.
    (Source; Source)

    Preferring the Web to Watching TV
    For children ages 10 to 14 who use the Internet, the computer is a bigger draw than the TV set,
    according to a study recently released by DoubleClick Performics
    - 83 percent of Internet users in that age bracket spent an hour or more online a day,
    but only 68 percent devoted that much time to television.

    While 72 percent of the children online belonged to a social networking site (usually MySpace),
    60 percent of them said they rarely or never read blogs. (Source)

    Up To Age 11, Most Kids Aren't Heavy Internet Users
    -While the "vast majority" of 6- to-11-year-olds use the Net, 55% of 9- to-11-year-old boys and
    46% of girls in the same age group report using the Internet for less than an hour, or not at all, during the past week.

    While TV's attraction for kids is certainly being diluted by other media, more than 40% of 9- to-11-year-olds watch
    two or more hours of television on school days. Furthermore, half of the 10 Web sites most popular among 6- to-11-year-olds
    are sites directly related to television networks.
    About 80% of younger kids and 90% of older kids use computers at school, and 75% of younger kids and 85% of older kids
    use computers at home. One in four girls and one in five boys in the 9- to-11-year-old age group have a computer in their room.
    Kids are most likely to spend their time on computers playing games.

    Pew Study: TV Remains Top Source of News (August 2008)

    Pew found that the largest group of news consumers — 46 percent of those polled — have a "heavy reliance"
    on television for their news at all times of the day. This group is the oldest, with a median age of 52, and least
    affluent, with 43 percent unemployed. They are unlikely to own a computer or go online for news.

    Overall, among those who get some of their news from TV, fewer are watching the 6:30 broadcast network newscasts,
    and instead opting for cable news sources such as CNN or Fox News Channel. CNN's audience is now majority Democratic,
    while 39 percent of Fox News viewers are Republicans, 33 percent Democrats, with the remainder independent or didn't specify.

    The group that relies most on the Internet for news is the youngest at a median age of 35. It is also the smallest,
    at 13 percent of those polled. Fewer than half of them watch television news on a regular basis. Eighty percent of this
    group has a college education and they are twice as likely to read an online newspaper than a printed version.

    The emergence of this group and the shift among integrators online led to an overall decline in the percentage of people
    who said they read a newspaper the day before, to 34 percent from 40 percent two years ago, the researchers found.
    That is also reflected in a shift in the industry that has seen circulation figures slip in recent quarters.
    (Source: News Story/Link to full Pew Study)

    Since 2006, the proportion of Americans who say they get news online at least three days a week has increased
    from 31% to 37%. About as many people now say they go online for news regularly (at least three days a week)
    as say they regularly watch cable news (39%); substantially more people regularly get news online than regularly
    watch one of the nightly network news broadcasts (37% vs. 29%). Since 2006, daily online news use has i
    ncreased by about a third, from 18% to 25%. Television is still the chief source of news for 46% of the American
    public. This TV-dependent group was the oldest in the study with a median age of 52 and it was less affluent than
    groups like the "integrators."  The Pew data was less promising for newspapers. Only 34% told Pew they had read
    a newspaper the day before. That was down more than 15% from the 40% who read a newspaper just two years
    before. And Pew had one frightening fact for those who pay close attention to the news business: one-third of
    people under the age of 25 said they consumed no news on a typical day.
    (Source: newsletter

    Web Searching Rises

    The percentage of Internet users who use search engines on a typical day has soared from about one-third of all users in 2002,
    to a new high of just under one half (49%), according to the latest study from the Pew Internet & American Life Project.

    Underscoring the dramatic increase over time, the percentage of internet users who search on a typical day grew 69% from
    January 2002 to May 2008. During the same six-year time period, the use of email on a typical day rose from 52% to 60%, for a growth rate of just 15%.

    The Pew Internet & American Life Project concluded that these new figures propel search further out of the pack, well ahead of other popular
    internet activities, such as checking the news (39%) or checking the weather (30%) on a typical day. (Source/link to Pew study)

    Half of Adults Text, Blog, Use Other Social Media

    • 22% of all American adults say they rely on instant messaging, up from 9% in 2007.
    • 21% of adults age 18-34 rely on instant messaging, up from 14% in 2007.

      Only 41% of US adults say they've never sent a text message, down 8% from a year ago.
      Among 18- to 34-year-olds, the proportion of those who have never sent a text message has fallen to 22%, a decline of 16% from last year.

    • 10% of US adults now publish blogs. That number was only 5% last year.
    • Younger Americans publish blogs at twice that rate: Some 20% of US adults age 18-34 publish a blog, up from 10% last year.
      (Source: Universal McCann's Media in Mind study)

    US TV viewers' average age hits 50

    According to a study released by Magna Global's Steve Sternberg, the five broadcast nets' average live
    median age (in other words, not including delayed DVR viewing) was 50 last season. For the just-completed
    2007-08 TV season, CBS was oldest in live viewing with a median age of 54. ABC clocked in at 50, followed
    by NBC (49), Fox (44), CW (34) and Univision (34). (Source: Variety)

    US Broadband Study
    According to Pew’s most recent study, (July 2008) over half (55%) of all Americans now have a high-speed Internet connection at home, up from 47% a year ago.

    Media Habits of African Americans
    An estimated 68% of black Americans are online, compared to 71% of all Americans, according to a survey
    from Radio One and research firm Yankelovich. Looking at blacks' media usage, 84% of housholds have cable
    and 87% listen to the radio in a given week. On TV, 64% watch news or newsmagazines, 50% watch court
    shows, 46% watch entertainment shows, and 41% watch sports. Eighty-one percent watch black TV channels,
    but about 50% of those surveyed said they do not relate to the way black people are portrayed on black-focused TV shows.

    Youth Risk Behavior Survey 2007 details media uses

    35% of students watched television 3 or more hours per day on an average school day (see table). 
    This is down from 43% in 1999.

    25% of students used a computer for something that was not school work for 3 or more hours per
    day on an average school day (see table).  This is up slightly from 22% in 2003. (Source)

    Americans Consuming More Video Content
    The (Multiplatform Video Report released by Solutions Research Group) study found that an average
    American consumer aged 12 and older with Internet access now spends 6.1 hours daily with video-based
    entertainment, up from 4.6 in 1996. Of this 6.1 hours, 63.9% (nearly 4 hours per day) currently comes from
    traditional Television, including live, DVR and video-on-demand viewing. Video games, web and PC video,
    DVDs and video on mobile devices account for the balance. (Source; other details here)

    Who Uses YouTube?
    According to a new study from Nielsen Online, the largest number of tykes and preteens go to YouTube
    for video (or 4.1 million viewers aged 2 to 11), followed by the at a distant second,
    with 1.3 million viewers in that age bracket for the month of April., NickJr, and
    Google Video also showed up on that list.  (Source

    Gen Y Media Habits  (June 2008)
    Event Marketing Institute study found:

    -- 80% of Gen-Yers own three or more personal media devices;
    -- 96% of Millennials go online daily;
    -- For 78% of them, cell phones are the most popular methods of remote communication.

    Still Glued to the Tube
    Focusing on the 25- to 54-year-old demographic, the Television Bureau of Advertising (TVB) survey
    found that 53% of their total daily media hours are spent with TV, more than all other mediums combined,
    and that more of them are reached by TV than other mediums: As much as 90% reported watching TV in
    the previous 24 hours, as opposed to 80% for radio, 72.1% for the internet, 58.9% for newspapers and
    48.3% for magazines. The time spent with TV in the same 24-hour time frame was also significantly higher
    (222.7 minutes) when compared with radio (106.5), the internet (99.7), newspapers (22.1) and magazines (15.1).

    Teens Survey of Online/TV Viewing Habits

    When 512 teens were asked what content they watched most on "any device," 76% said user-generated clips,
    with comedy skits or stand-up routines coming in second and music videos third.  Less than one-half (44%)
    said they watched sitcoms, and only 36% said they watched dramas. If the kids are to be believed, they
    watch more news and political clips (42%) than celebrities and gossip (25%). The good news for TV is that
    83% reported still watching some traditional television, while 44% said they also watched content on a
    desktop computer and 24% on a laptop. The teens surveyed were not watching clips on mobile devices in
    large numbers, with only 15% saying they watched on portable media players and only 8% on cell phones,
    although the media-player figure increased to 28% among those identifying themselves as early adopters.
    The telephone survey was conducted Feb. 6-10 of kids 12-17.  (Source; CTAM Study)

    In -Home Video Game Growth

    Nielsen released a new study (May 08) that claims that there is at least one video game console in
    41 percent of all U.S. households. This is an 18.5 percent increase from the fourth quarter of 2004.
    The Nielsen study concluded that about 46 million U.S. homes have a console game device in them
    by the last quarter of 2006. That averages about 150 million people that have access to a video
    game console. The study further found that two-thirds of men who are between 18 and 34 years
    of age in television households also have access to game consoles.
    (Source: “The State of the Console” from Nielsen Wireless and Interactive Services, cited here)

    Kids Multitask While Watching TV
    Excerpts from Grunwald Associates study:

  • 50 percent of 9-to-17-year-olds visit web sites they see on TV even as they continue to watch;
  • 45 percent of teens have sent instant messages or e-mail to others they knew were watching the same TV show
  • One-third (33 percent) of 9-to-17-year-olds say they have participated in online polls, entered contests,
    played online games or other online activities that television programs have directed them to while they are watching.
  • ( Blog story; press release; blog post)

    Watching TV, without the TV
    A study in October (2007) by Nielsen Media Research found that one in four Internet users had streamed full-length television
    episodes online in the last three months, including 39 percent of people ages 18 to 34 and, more surprisingly, 23 percent of those 35 to 54.


    Internet Outpacing TV For Time Spent
    A new study  by IDC found that Internet users spent 32.7 hours per week online and about half as much time watching television (16.4 hours).
    Time spent reading newspapers or magazines accounted for 3.9 hours per week, while overall time spent using all media was 70.6 hours.

    The most frequent online activities include using search engines (84% of respondents), followed by using navigation services (83%),
    personal research (77%), and using email (76%). (Source)


    Four in Five of All U.S. Adults – An Estimated 178 million – Go Online (Nov. 2007)
    In research among 2,062 U.S. adults surveyed by telephone in July and October, 2007, Harris Interactive® found
    that 79 percent of adults are now online. This is a steady rise over the past few years, from 77 percent in
    February/April 2006, 74 percent in February/April 2005, 66 percent in the spring of 2002, 64 percent in 2001
    and 57 percent in Spring of 2000. When Harris Interactive first began to track Internet use in 1995, only nine
    percent of adults reported they went online.

    The amount of time that people are spending online has also risen. The average number of hours per week that
    people are spending online is now at 11 hours, up from 9 hours last year and 8 hours in 2005.  (Source)

    New Study By Ball State University Examines Daily Media Consumption By Teens (Sept. 2007)

    The report is available in PDF at

    Some highlights:

    • Classroom has an impact – Type and amount of media use is influenced by classroom environment and workload more significantly than for adults in the workplace. Consequently, future studies should include weekends and vacation time as well as school days.
    • Concurrent Media Exposure (CME) a factor? – In their free time, teens were frequently found to be using more than one medium. However, constraints in the classroom lowered the overall incidence of concurrent media exposure to levels below those recorded for adults in previous studies.
    • Less media time than adults? – Due to lower levels of media consumption in school compared to adults' media use in the workplace, overall time spent with media for teens in the study was less than previously recorded for adults.
    • However, when time out of school is looked at in isolation, teen media consumption achieved and may have exceeded total time spent with media for adults in previous studies.
    • It's all about screens – The dominance of screen-based media, as compared to types among this group when out of school, stands in stark contrast to both overall levels of media use and the presence of print during the school day. Screen-based prime time starts immediately after school and carries on until bedtime. The study also found that levels of activity were observed before the start of the typical school day.  (Source: Muncie Free Press)

    Time Spent With Media
    The average American consumer spent 3,530 hours with media in 2006--down 0.5% from 2005, according
    to the just-released estimates from the 21st edition of Veronis Suhler Stevenson's Communications Industry Forecast.
    (Aug. 2007: Source)


    Social Media Participation Study

     in the first survey by the Interpublic Group (2006), a little over half of respondents said they read blogs.
    Their latest survey (2008) found that over 70% did.

    - Their first survey found that 30% watched video online, while this year over 80% had
    - In 2006, less than 30% said they set up a social network profile, while this year over 60% had.

    A little over 60% of Internet users in the U.S. said they read blogs, whereas 26% had created one. Over 70% of Internet users blog in South Korea and China,
    and about 90% of South Koreans read blogs and 88% read blogs in China.   (Source)

    Podcasting Explosion

    eMarketer estimates that there was a 285% increase in size of the US podcast audience in 2007, a growth to 18.5 million.

    Global Online Commerce

    More than 85 percent of the world's online population has used the Internet to make a purchase -
    increasing the market for online shopping by 40 percent in the past two years..the most popular
    and purchased items over the Internet are:
    - Books (41% purchased in the past three months),
    - Clothing/Accessories/Shoes (36%),
    - Videos / DVDs / Games (24%),
    - Airline Tickets (24%)
    -and Electronic Equipment (23%).

    Nielsen Global Online Survey

    Kids & Digital Media

    According to the Kids & Digital Content study, kids are downloading online video clips onto a device 7.1
    times per month, followed by music videos at 5.7 times per month, music at 4.2 times per month, games
    at 3.1 times per month, and ring tones/ring tunes at 2.8 times per month. Playing games is the most
    prevalent activity on the four key devices – 84 percent are gaming on a computer, video game system,
    portable digital music player (PDMP) or cell phone – while more than half are listening to music and
    one-third are communicating with images or interacting with various video formats  (Source NPD Group)


    "State of the Media Democracy" Deloitte & Touche new media study

    About 62 percent of "millenials" (consumers 13-to-24-years-old) are using their cell phones as entertainment devices,
    up from 46 percent in the previous study. And among Generation X consumers (25-to-41-year-olds), the number grew
    to 47 percent from 29 percent in the earlier survey. About 20 percent of consumers said they are viewing video content
    on their cell phones daily or almost daily.

    The percentage of consumers watching TV online jumped from the 23 percent figure reported in the previous study.
    Roughly 54 percent of those surveyed said they are making their own entertainment content through editing photos,
    videos or music, 45 percent said they are producing that content for others to see, and 32 percent said they consider
    themselves to be "broadcasters" of their own media. 
    (Source: Reuters News Story ; reported in Hollywood Reporter)

    Pew "Teens & Social Media" Study
    some of the highlights:
    Nearly two-thirds of teens - 63 percent - have a cell phone
    35 percent of all online teen girls blog, compared with 20 percent of online teen boys.
    32 percent of girls ages 12 to 14 blog, compared to 18 percent of boys age 15 to 17.
    YouTube and other video sharing sites tend to be the domain of boys. Online teen boys are
    "twice as likely" as girls to post video files online, by a 19 percent to 10 percent margin.

    Fully 41 percent of teens who use MySpace, Facebook or similar sites say they send messages to friends
    via those sites every day. More than half of teens - 55 percent - reported having a profile on sites like
    MySpace or Facebook, and 42 percent of those teens said they also blog, while 70 percent said they read the blogs
    (Source: link to study)


    Nokia Study of Future of Entertainment Options
    The study, entitled 'A Glimpse of the Next Episode', carried out by The Future Laboratory, interviewed 9000
    trend-setting consumers from 17 countries about their digital behaviors and lifestyles signposting emerging entertainment trends.
    Among the results:

    - 23% buy movies in digital format
    - 35% buy music on MP3 files
    - 25% buy music on mobile devices
    - 39% watch TV on the internet
    - 23% watch TV on mobile devices
    - 46% regularly use IM, 37% on a mobile device
    - 29% regularly blog
    - 28% regularly access social networking sites
    - 22% connect using technologies such as Skype
    - 17% take part in Multiplayer Online Role Playing Games
    - 17% upload to the internet from a mobile device 

    Tweens & Mobile Phone Use

    Some 35% of U.S. "tweens," defined as kids aged 8-12, own a mobile phone, and 5% access the Internet over their phones each month,
    according to a new study (Dec. 2007) from The Nielsen Company. The study also found that 20% of tweens have used text messaging, while 21%
    have used ringtones or ringback tones. Of the 5% of tweens who use their phones to access the Internet, 41% said they did so while
    commuting or traveling, while 56% did so at home. At home was also where the majority of tweens said they downloaded or watched
    TV on their phones (58%) or downloaded or played music on their phones (64%).

    AOL Latino Study of Hispanic Media Habits

    Already, 58 percent of Latino consumers own a desktop computer, and there are more than 16 million Latinos online,
    according to AOL Latino's latest Hispanic Cyberstudy. The AOL study indicates that Latinos are wired in many ways:
    68 percent use instant messaging; 63 percent share photos online; 52 percent read or post blogs;
    43 percent visit social networking sites; and 40 percent talk on a phone using the Internet.

    Videogames: Not Just for Males

    38% of game players are women.

    7.4 hours a week is what the average woman plays (7.6 hours for men).

    33 is the average age of game players.

    24-35 is the age of women who prefer online games played with other people.

    12 is the average number of years a person has been playing video games.

    35% of parents play video games with their children; 47% are women.

    61% of parents feel that video games are a positive force in their children's lives.

    89% of parents are present for a video-game purchase or rental.

    50% of women who register their Wii systems say they're regular players.

    Sources: Consumer Electronics Association, Entertainment Software Association, Nintendo of America
    (as published in Star Telegram story)

     Radio and New Media Habits Survey

    The Paragon Media Strategies online poll of 14- to 24-year-olds found that 73% listen to music on sources other than radio (CDs, mp3s, iPods, streaming, satellite radio, etc.). Even so, radio maintains a 41% share of the younger demo in time listening to recorded music.  Other poll findings: females ages 19-24 indicate their use of radio is significantly more than the other three age/gender groups. Listening to music on sources other than radio is more pronounced among younger and male respondents. 44% are listening more, while 40% are listening less to radio than before.  iPods and personal mix CD's were found as the major threats to radio time spent listening (TSL). 78% have iPods, and half of them (49%) are now listening less to radio (18% are listening more). 68% of iPod owners have personalized playlists and are creating their own content. Over three-quarters said they listen to personalized music CDs (mix CDs), and a third of them (32%) are now listening less to radio (19% are listening more).
    October 2007 Source

    Parents Watch More TV Than Their Teenagers

    In 2007, female parents age 45-54 will spend 47.6 days watching television. Those who are 35-44 will watch television for 38.3 days.

    -As for fathers, those 45-54 will spend 40.2 days watching television, and those 35-44 will spend 33.9 days sitting before the screen.

    -Their teenage children from 13-17 will spend 33.35 days watching television.

    Source: Integrated Media Measurement, Inc (IMMI))

    Latest KFF Study

    Key results from the Kaiser Family Foundation survey
    Parents, Children & Media: A Kaiser Family Foundation Survey,
    (as reported by San Fran Chronicle 6/20/07)

    Impact of violent and sexual content

    -- 43 percent of parents think violent content contributes a lot to violent behavior in children.
    -- 55 percent think sexual content contributes a lot to inappropriate sexual behaviors.

    Concerns about media exposure

    -- 51 percent of parents are very concerned that their children are exposed to too much sex.
    -- 46 percent are very concerned that their children are exposed to too much violence.
    -- 20 percent say their children are exposed to a lot of inappropriate content.

    Concerns about media exposure, by race

    -- 67 percent of black parents, 57 percent of Hispanic parents and 45 percent of white parents are very concerned about their children's exposure to sex.
    -- 64 percent of black parents, 55 percent of Hispanic parents, and 39 percent of white parents are very concerned about their children's exposure to violence.

    Monitoring children's media exposure

    -- 65 percent of parents said they closely monitor their children's media use.
    -- 18 percent said they should be doing more to monitor their children's media use.

    Concerns about the Internet

    -- 73 percent of parents said they know "a lot" about what their children do online.
    -- 7 percent said they know little or nothing about what their children do online.
    -- 59 percent said the Internet is mostly a positive influence on their children.

    Cell phone usage: nearly 16% of US homes have no land lines
    One in four people aged 18 to 24 had only cell phones, as did 29 percent of those aged 25 to 29,
    the study showed. The percentages declined with age after that, with 2 percent of those 65 or over having only cell phones.
    Other findings:

    -15 percent of Hispanic adults, 13 percent of black adults, 12 percent of Asians and 11 percent of whites had only cell phones;

    -22 percent of the poorest adults had only cell phones, double the rate for those who are not poor;

    -13 percent of males and 11 percent of females had cell phones only;

    -Nearly 2 percent of adults had no phone at all.
    (Source: CDC's National Health Interview Survey, quoted in AP
    news story)

    Media use by toddlers
    One-fifth of infants and toddlers under age 3 have a television in their bedrooms, according
    to a new study
    :in the journal Pediatrics: Digital Childhood: Electronic Media and Technology
    Use Among Infants, Toddlers, and Preschoolers
    In addition to the youngest group, 43 percent
    of 3- to 4-year-olds have TVs in their rooms, potentially setting up an unhealthy habit, the authors wrote.
    (Chicago Tribune)

    Explosion in Social Networking: study reveals
    More than 70% of Americans 15-34 are actively using social networks online
    The research found that brands such as adidas and Electronic Arts attributed more than 70% of
    their marketing return on investment to the Momentum Effect.
    Of those polled, 69% said they
    utilize social networks to connect with existing friends and 41% said they use the sites connect
    with family members.
    In addition, the "Never Ending Friending" study revealed that current social
    networkers spend on average more than seven hours per week on social networking sites, and that
    those hours are driving the growth of overall time spent online. More than 31% of online social networkers
    claim they spend more time on the Web in general after starting to use a social network.  (Source)

    More evidence of teen and pre-teen multi-tasking

    Kids between the ages of 2 and 12 years old spend more than a quarter of their leisure time doing
    two or more activities at the same time. Favorite pastimes among the sample group included reading,
    using the computer, spending time with friends, listening to music and watching TV. Kids today have
    plenty of leisure time, with 2-to-11-year-olds averaging roughly 68 hours a week, and 5-to-12-year-olds
    averaging 58 hours. Toddling 2-to-4-year-olds are true layabouts, averaging 94 hours of leisure time every week.
    NPD Group's "Kids' Leisure Time II" report, cited in Emarketer news story)

    1 in 3 Americans watch TV away from home: study
    One-third of U.S. television viewers watch broadcasts outside their home, a Arbitron
    study released April 4 shows, suggesting that a larger audience than thought is tuning into TV at bars, work,
    at a friend's house or the gym. The Internet, portable music players and other types of new media have
    widened the entertainment choices for Americans, creating competition for the $70 billion in advertising
    money the TV industry attracts a year. By age group, 64 percent of 12-17 year olds watched TV away
    from home at least once per week; 49 percent of 18-24 year olds watched away from home; and about
    23 percent of those aged 55 and older watched away from home. Of all respondents, more watched TV in
    someone else's home than anywhere else, at 25 percent. By comparison, 11 percent watched at a
    restaurant or bar and 7 percent at work. (Source: Reuters)

    Kids 8-12-years old see an average of 21 food ads a day--more than 7,600 a year--
    most of which are for candy and snacks (34%), cereal (28%), and fast food (10%).
    (Source BC News;  March 2007-Kaiser Family Foundation study)

    According to a new study from Park Associates, a technology market research company in Dallas,
    29 percent of U.S. households have no internet service provider and no plans to get one. (Source)

    There are an average of 111.4 million TV homes in the United States for the 2006-07 TV season.
    The average U.S. TV home has 2.5 people and 2.8 television sets.

    28% of U.S. TV homes have digital cable.
    64% of homes have wired cable hook-ups (down from 68% in 2000) and 23% have satellite or specialized antenna systems to receive television signals.
    82% of U.S homes have more than one television set at home.
    84% of U.S. homes have a DVD player.  (Source)

    More than one in three U.S. adults who go online, or 37 percent, own a video game
    console and 16 percent own a portable gaming device  (Source Nielsen//NetRatings)

        * Forty percent of MP3/Digital Media Player owners reported owning Apple's iPod
        * 975,000 have visited/used in the last month
        * 2,376,000 have downloaded music online in the last month
        * 1,367,000 have written or read an online journal/blog in the last month
        * Fifty-four (54) percent (or 13,078,000) have a television in their room
        * Twenty-six (26) percent (or 6,263,000) have a stereo in their room
        * Nineteen (19) percent (or 4,658,000) have a computer in their room

                                                    (Source: Fall 2006 National Kids Study; additional details)

    An annual survey by Solutions Research Group for YTV, showed that tweens - kids ages 7 to 12 - spend 45% of their media time watching TV, 14% on the Internet, 12% on video games, 11% on music, 11% on radio, 6% on DVDs and 1% on cell phones. Kids watch about 17 hours per week of television, according to BBM Nielsen Research. Although tweens are spending 14% of their media time on the Internet, teens ages 12 to 19 spend 25% of their media time on the Internet. (Source)

    50 percent of broadband users in the U.S. say a recent purchase was influenced by the Internet, 36 percent were influenced by shopping sites and 15 percent by search engines. This was more than TV commercials (11 percent) and magazine advertisements (6 percent), showing the growing impact of online sources on purchasing decisions, as revealed in Netpop | Shop, a recent study by Media-Screen, a market research firm that focuses on online consumer trends. (Source)

    The Internet still trails television and newspapers as the leading sources for political news, but it gained significantly in usage since the midterm elections of 2002, the Pew Internet and American Life Project found. The study, released 1/17/07, revealed that 69 percent of Americans cited television and 34 percent considered newspapers their leading choices for news; survey respondents could specify their top two. Radio and the Internet each got about 15 percent, while magazines had 2 percent. Even among online users, the Internet was a leading source for only 22 percent. It rises to 35 percent for high-speed Internet users under age 36. (Source: AP)

    In the ever-growing field of MySpace-Facebook-teenager data analysis, the Pew Internet & American Life Project released a survey January 7, 2007 that finds 55 percent of all teenagers online use social networking sites. The Pew survey found that 70 percent of teen girls, ages 15 to 17, had profiles on social networking sites, compared with 57 percent of boys in that age bracket.

    81% of households now own a DVD player, while just over 79% have a VCR, according to Nielsen Media Research’s third-quarter (2006) home technology report.  Nielsen’s survey also showed that 73%of homes currently have a computer, while nearly 27 % of homes rent or own an MP3 player and more than 16% of homes own a PDA. Households with children or teens are more likely to own a computer, and those homes with children ages 12 to 17 are two and a half times likely to own or rent an MP3 player. (Source AP; link to report)

    It turns out that in 2007, American adults and teens will spend an estimated 3,518 hours - or nearly five months each - plus $936.75 per person consuming media. 

    • 65 days in front of the TV;
    • 41 days listening to the radio;
    • A little over a week on the Internet;
    • A week reading a daily newspaper; and
    • Another week listening to recorded music.

    Those numbers are provided in a communications industry forecast that is included in the U.S. Census Bureau's Statistical Abstract of the United States: 2007: "Media Usage and Consumer Spending: 2000 to 2009." (Source)


    A new (Dec. 2006) study from the Kaiser Family Foundation says that teens and kids do there fair share of media multitasking. One area that sees the least multitasking is TV. 55 percent of the time teens are not multitasking while watching TV. The same goes for video games. The activity that has the most multitasking involved is e-mail. When using e-mail they are multitasking nearly 80 percent of the time. (Source)


    More than three-quarters of residential Web users got on the Internet using a high-speed broadband connection in November 2006, according to a study released December 11. The 78 percent broadband penetration rate for U.S. homes represents a jump from 65 percent a year earlier, Nielsen/NetRatings found. The research company said broadband users spent 33 percent more time online than dial-up users _ nearly 35 hours for the month, compared with 26 hours and some change for dial-up. Broadband users also viewed twice as many Web pages. Games, instant messaging, e-mail and social networking were among the leading activities among high-speed users. (Source)

    In a Forrester Research study of North American households' media habit, Gen Xers (age 27-40) reported
    spending more time per week watching TV than using the Internet, 11.2 hours vs. 9.5. Among Gen Yers
    (age 18-26), Internet time exceeded TV time, but by a relatively modest margin (12.2. hours vs. 10.6).

    Twelve percent of Web users surveyed in August said they have downloaded a podcast--up from 7% who said the same in a survey conducted between February and April. Those numbers appear higher than what was reported in July by media measurement company Nielsen//NetRatings, which found that 6.6% of U.S. adult Web users had downloaded a podcast in the last 30 days. (Source: Pew Internet & American Life Project )

    One out of every 10 online consumers is watching television shows on a computer, according to
    a report released October 25.
    The Consumer Internet Barometer, produced by The Conference Board )



    66 percent of high school students get their news and information from the news pages of Internet portals such as Google and Yahoo!,
    45 percent from national TV news web sites,
    34 percent from local TV or newspaper web sites,
    32 percent from blogs and
    21 percent from national newspaper sites.

    45 percent of high school students say TV provides the most accurate news;
    23 percent say newspapers,
    and 10 percent say blogs

    46 percent of students get news and information at least once a week from entertainment shows such as The Daily Show, The Colbert Report and South Park.

    31 percent of high school students post comments on blogs or online columns at least once a week.

    Only 10 percent of teens say they are not at all interested in the news, mostly because they feel it isn’t presented in an interesting way.

    Nine of 10 teens are wired to the Internet through school and eight in 10 through the home.

    US Has More TVs Than People ( AP, Sept, 22, 2006 )

    NEW YORK (AP) - Televisions have taken over the average American home. Nielsen Media Research says the average home in the U-S now has more television sets than people to sit down and watch them. The researchers say there are now two-point-73 T-V sets in the typical home, compared to just two-point-55 people. Nielsen says half of American homes now have three or more T-Vs, while only 19 percent have just one. In 1975, 57 percent of homes had only a single set.  Nielsen also says more people are watching more television, as sets are turned on for more than eight hours a day in the average home. The average person watches for four hours and 35 minutes of television each day. (Source: AP; Nielsen)

    More than 50% of homes have at least three
    working televisions. USA average: 2.8.
    (Frank N. Magid Associates/By Tracey Wong Briggs
    and Gia Kereselidze, USA TODAY)

    TV Viewing Continues to Rise
    The total average time a household watched television during the 2005-2006 television year was 8 hours and 14 minutes per day, a 3-minute increase from the 2004-2005 season and a record high. The average amount of television watched by an individual viewer increased 3 minutes per day to 4 hours and 35 minutes, also a record. Meanwhile, during primetime, households tuned to an average of 1 hour and 54 minutes of primetime television per night, up 1 minute, and the average viewer watched 1 hour and 11 minutes, which was the same as last year.

    Although teenagers typically drive the consumption and development of new media platforms, teens age 12-17 viewed 3% more traditional television during the full day than in the 2004-2005 television year. This increase was driven primarily by teenage girls, who increased their Total Day viewing by 6%. Increases among teenage girls were particularly high during early morning (6:00 a.m. to 9:00 a.m.) and late night (11:30 p.m. to 2:00 a.m.) viewing, which were up 12% and 6%, respectively.

    Younger children age 2-11 also watched more television during 2005-2006, increasing their total day viewing levels by 4%. Viewing by children increased 3% during primetime, 5% during early morning and 6% during late night.

    During 2005-2006, African American and Hispanic Total Day persons’ viewing levels increased 4% and 3%, respectively, with significant increases among children and teenage girls. African American viewing among children age 2-11 and teen girls age 12-17 increased 10% and 9%, respectively, while viewing among Hispanic children and teenage girls increased 14% and 6%, respectively. (Source; Nielsen)

    # of Commercials in Prime Time (September 2006)
    The average hour of prime-time broadcast network programming contained two minutes and 51 seconds
    of in-show brand appearances in the second quarter, according to TNS Media Intelligence. On top of that
    were 18 minutes and 12 second of commercial messages. That means to about 35 percent of each
    prime-time hour contains marketing content. Source

    Nielsen Revises TV Market Sizes Based on Homes With Television (August 2006)
    The total number of television households within the U.S. (including Alaska and Hawaii) is now
    estimated at 111.4 million, an increase of 1.1 percent since last year, according to Nielsen
    Media Research. These estimates, which are projected to January 1, 2007, will be used for
    the entire 2006-2007 television season. Nielsen today also reported many shifts in local market
    rankings, in large part because of more people migrating to the Southern and Western regions
    of the U.S., as well as a significant shift in New Orleans.
    (Full report including list of TV markets can be found here)

    Major Study of Online Users

    Gen Yers spend 12.2 hours online every week -- 28 percent longer than 27- to
    40-year-old Gen Xers and almost twice as long as 51- to 61-year-old Older Boomers.
    Gen Yers are also much more likely to engage in Social Computing activities while online.
    For example, they are 50 percent more likely than Gen Xers to send instant messages,
    twice as likely to read blogs, and three times as likely to use social networking sites like MySpace.

    Other results:

    -- Forty-one percent of North American households now have broadband Internet
    access at home -- up from 29 percent at the end of 2004.

    -- Seventy-five percent of North American households have mobile phones, and almost half
    of them make the bulk of their long-distance phone calls on these mobile phones.

    -- Forty-five percent of Gen Yers, 27 percent of Gen Xers, and 17 percent of 41- to 50-year-
    old Younger Boomers who have a mobile phone use it for data services, led by text messaging,
    ring tones, and games.

    -- Cross-channel shopping continues to grow. Gen Yers, for example, are 73 percent more likely
    to research online and shop offline today than they were in 2004.

    -- Ninety-one percent of online households use a search engine once a week or more. For
    online Gen Yers and Gen Xers, Google attracts 62 percent of searchers, and 25 percent limit
    their searches to only Google.

    -- Seventy-eight percent of online Gen Yers and 61 percent of online Seniors aged 62 and
    up book or research travel online.

    (Source: July 2006 North American Consumer Technology Adoption Study 2006 Benchmark Survey)

    Podcasting Popularity

    6.6% of the U.S. adult online population, or 9.2 million Web users,
    have recently downloaded an audio podcast; 4.0 %, or 5.6 million Web
    users, have recently downloaded a video podcast. These figures put the podcasting 
    population on a par with those who publish blogs, 4.8 %, and online daters, 3.9 %. 
    However, podcasting is not yet nearly as popular as viewing and paying bills online, 51.6 %,
    or online job hunting, 24.6 %. (July 2006, Nielsen/Net Ratings Source)

    Spending Habits of Teens
    Teenagers spent over $158 billion in 2005 and are predicted to spend $205 billion in 2008.

    Conference addresses problems of children and unmonitored media (June 2006)
    (Story; New America Foundation; Family Media Safety Guide; UPI )

    Common Sense Media Poll on Parents, Kids & Internet Use (June 2006)
    • 85% of Parents say the Internet is the most risky for kids compared to 13% for TV
    • 91% of Parents say that the Internet helps their kids explore things they’re passionate about
    • 77% of Parents say they see the Internet as an important tool to help their kids learn
    • 80% of Parents worry about predators in their kids’ Internet use
    • 76% of Parents say they would like to make the Internet a safer place for kids
    • 83% of Parents say There is no excuse for not knowing enough about the Internet to protect your kids or teens
    • 88% of parents think it’s more important to know what their kids are doing online than to respect their kids’ privacy
    • 87% of parents seek out information about their kids’ Internet use a few times a month

    Study: More and More Children Using Consumer Electronics


    According to a TVB study of 1,183 people in January, which was released at TVB's annual marketing conference in New York, adults spent an average of 264.5 minutes per 24 hours watching TV, compared to 125.5 minutes for radio, 85 for the Internet, 20 for newspapers and 16.3 with magazines. The study found that TV advertising is the most influential, with 81.8% naming TV. Newspapers were next at 62.2%, but the Internet was also strong, just behind print at 59.8%, ahead of magazines at 51%. On the news front, broadcast TV won out again, cited as the primary source by 43% or respondents, compared to 23.8% for cable news networks. Broadcast TV also scored points for public service, named as the most involved in their community by 54.3%. Newspapers were second at 25.9%. Cable news networks were named by 6.3%, and only 2.7% named public TV stations. (Source: Broadcasting & Cable)


    A study being released April 3, 2006 by the Newspaper Association of America, a trade group, found that one in three Internet users — 55 million — visit a newspaper website every month. Also, unique visitors to newspaper websites jumped 21% from January 2005 to December 2005, while the number of page views soared by 43% over the same period. (AP, via USA Today)

    24% of Internet users access video at least once a week, while 46% watch video at least once a month. News leads the way in frequency of viewing, with 27% of online video viewers watching at least once a week, followed closely by funny videos (26% watch at least once a week). Online video viewing is very common at home (39% of those with home Internet access watch at least once a week) compared to 19% of those who watch at least once a week at work, according to Online Publishers Association.

    The average person now (2006) spends 30.5 hours per month using their home computer; 
    two years ago (2004) the average person spent only 25.5 hours at their PC each month.
    (Study by Nielsen/NetRatings:

    A new survey (by the market research business Outsell Inc.) finds that 
    61% of consumers look to their newspapers as an essential source for 
    local news, events and sports, followed by television (58%) and radio (35%). 
    Seventy-one percent of respondents say they rely on network, cable and 
    satellite TV for national news.

    Source: News Story   Link to full study

    NEWSPAPER ADULT READERSHIP UP? (If you count online...)



    According to a recent FCC report, Americans spend close to 30 percent of their day 
    engaged in some activity involving media, with television viewing being the dominant media activity.


    From September 2004 to September 2005, the average household tuned into TV for 
    eight hours, 11 minutes per day.


    But the report also said that while TV consumption is growing, cable subscribership has 
    declined slightly in the past year. Cable’s share of the video market is approximately 69.4 percent, 
    but that is down from almost 71.6 percent a year earlier.  (Source)


    According to a new study from Ball State University's Center for Media Design, 
    consumers paid significant attention to magazines when used in conjunction with radio, 
    TV, and the internet. Newspapers ranked second.
    Nearly half of all magazine consumption 
    takes place with the TV on, as well, while more than half - 51.6 percent - of all newspaper 
    time takes place with the TV on.
    Magazines also show heavier readership on Mondays and 
    Fridays, while newspaper readership is highest on Sundays. TV, radio, and internet exposure 
    is lowest on weekends.
    Source:  MediaBuyerPlanner 2/06/06; Link to study:here

    Other findings from the study:

    Age      Pct of Americans In Age Group Online
    12-17   87%
    18-24   82%
    25-29   85%
    30-34   83%
    40-44   76%
    45-49   73%
    50-54   68%
    55-59   68%
    60-64   55%
    65-69   57%
    70-75   26%
    76+      17%
    (Source: Wash Post 2/6/06 quoting Pew Internet & American
    Life Project surveys conducted Oct.-Nov. 2004 (teens) and
    Jan.-June 2005 (adults)

    According to a new report entitled: "U.S. Entertainment and Media Consumer Survey, 2005," 
    authored by JupiterResearch Analyst Barry Parr, the average online consumer spends 14 hours 
    a week online, which is the same amount of time they watch TV. 

    New study reveals more multitasking
    The new white paper "Engaging the Ad-Supported Media" reveals:
    • Television dominates in the home, radio is the main medium in the car and computer usage 
    is common both at work and home.
    • Magazines are the medium with the largest proportion of time used at "other" locations, 
    which is due, in part, to print publications found in public places where people wait for service.
    • Most people read newspapers in the morning.
    • Television dominates as a news source in the early morning; up to 70 percent of participants 
    watch television in the evenings.
    • Magazines show heavier readership on Mondays (29.1 percent) and Fridays (34.7 percent), 
    newspaper readership peaks on Sundays and television exposure is lowest on the weekends.
    • Participants were observed using all five ad-supported media while involved in everyday 
    life activities. For example, for time spent with television, the top three non-media activities — 
    eating, housework, and work — were relatively equal, together occupying about 19 percent 
    of TV viewing minutes.
    • Radio maintained its reputation as a classic background medium, with participants listening 
    as an exclusive activity only 24 percent of the time.
    • Almost half of all magazine exposure is experienced with television in the background, while 
    television is the highest-ranked partner for newspapers by average minutes 
    (51.6 percent of all newspaper time).
    Source: and

    Video game users statistics
    New survey by Entertainment Software Association and conducted by Peter D. Hart Research Associates, showed that the typical "gamer parent" is 37 years old, has been playing video and computer games for an average of 13 years, and spends 19 hours each month on the activity.
    The  survey showed that 35 percent of U.S. parents play video and computer games. Of those, 80 percent play video and computer games with their children, and 66 percent believe playing the games has brought their families closer together.
    (Source: News story)

    Popularity of Blogs
    A study by the Pew Internet and American Life Project (
    that by the end of 2004, about 8 million people had created a blog.
    Source: news story

    Internet Use 2005

    The year 2005 showed the most Internet use to date with 78.6 percent of Americans going online with the average weekly usage rising to 13.3 hours. In 2000, 46.9 percent of users reported that they use home Internet access. This number increased to 66.2 percent in 2005, according to the study.
    Once the main portal to the Internet, the telephone modem is no longer the most common type of Internet connection. Only 45.6 percent of users reported that they access the Internet via a telephone modem, down from 61.5 percent in the previous study. Users accessing the Internet via a Broadband connection are currently at 48.3 percent and continue to increase.

    Source: Fifth USC Study of the Internet by the Digital Future Project.
    quoted in

    AVERAGE Time spent watching TV (Fall 2005 vs Fall 2004)
    4:39 (Four hours 39 minutes) the average time a person spent watching TV each day this Fall
    4:35 (last fall)
    (Source: NY Times, 1/9/06)

    Music Listening Preferences

    85 percent of the 2,000 teen-to-twenty-somethings interviewed claimed they would choose to listen to music from their MP3 players rather than traditional radio. 54 percent said they’d prefer to listen to music over the Internet as compared to the 30 percent who chose AM/FM. And 31 percent were exposed to new music over the radio versus 72 percent who found that new music on the Internet.
    (Source: 12/8/05  “How to Make Music Radio Appealing To The Next Generation" USC MediaLab)

    10th Annual Videogame Report Card

    American Kids Study 2005

    Gaming is the top online activity.
    CD players outnumber MP3 players for music listening
    70% want to make a lot of money when they are older.
    When asked what they do when TV commercials come on, 
    nearly 60% of respondents say they watch them.

    More from this study: more than half said they listen to music on CD players more than MP3 players, and that most (74%) listened to music most often on car radios. Surprising to me, only 4.1% said they listen on an MP3 player, though I’m sure this number is going up as MP3 players get cheaper and cheaper.  Source:

    Video game users

    According to a soon to be released study of 4,000 adults and 1,000 teens conducted online for Jack Myers Media Business Report, 62 percent of all males and 47 percent of all females played video games either on consoles or online in the past week. Males spent an average of one hour and six minutes daily and females 42 minutes daily. Eighty percent of males 18-24 played video games in the past week as did 55 percent of females 18-24.

    Among teens, 71.5 percent of all males and 47.7 percent of all females played video games either on consoles or online in the past week. Males spent an average of one hour and 54 minutes daily and females an average of 36 minutes daily.

    African Americans & TV 
    According to Nielsen Media Research, the television is on in the typical African-American 
    home 11 hours, 10 minutes a day, compared with 7 hours, 34 minutes in white homes. 
    Nielsen translates that to about 79 hours a week of TV in black homes compared with 
    about 52 hours in white homes. On average, black children watch nearly two hours more 
    television a day than white students, which translates to 14 hours a week that black 
    students could be reading or doing homework.
    (Source: Boston Globe Op Ed by Derrick Z. Jackson, November 6, 2005)

    Youth media use
    Sixty nine percent of kids 6-14 have TVs in their bedrooms, according to Nickelodeon’s 
    "U.S. Multicultural Kids Study 2005." That’s compared to 49% who have videogame 
    systems in their bedrooms, 46% who have VCRs, 37% who have DVD players, 
    35% who have cable or satellite TV service, 24% who have PCs and 18% who have 
    Internet access.......The high percentage of TVs in kids bedrooms comes at a time 
    when Nielsen is reporting the highest levels of TV viewing among kids in more than 
    20 years. Through Oct. 9, 2005, kids aged 6-11 watched 23 hours and 3 minutes a week, 
    according to Nielsen. That’s compared to 21 hours and 18 minutes in 1992.

    Teen blog users revealing personal info
    About half of all the blogs on the Internet are authored by teenagers, according to a 2003 study by the Perseus Development Corp. (a web survey software provider); and a majority of the top 15 sites visited by teens 17 and under in January of 2005 were either blogs or social networking sites, according to comScore Media Metrix (an Internet audience profiler).

    A study of teenage blogs published by the Children's Digital Media Center at Georgetown University revealed that two-thirds of teenage bloggers provide their age and first name; 60 percent offer their location and contact information; and one in five divulge their full name on their sites.

    Average American Family TV Viewing
    (Nielsen Survey, Sept. 2005)

    8 hours 11 minutes September 2004 to September 2005 
    8 hours  1 minute September 2003 to September 2004
    7 hours 15 minutes September 1994 to September 1995

    See also:  Nielsen Reports Americans Watch TV at Record Levels

    Ball State University Middletown Media Studies 2 (Sept.26. 2005)

    Here are the overall amounts of media minutes spent per user per day 
    according to the 5,000 hours of observations recorded by the project researchers:

    Young Children's TV Viewing
    Nielsen Media Research estimates that there are 15.9 million children 
    aged 2 to 5, and Nielsen figures show that the children watched an 
    average of 3 hours and 40 minutes of television a day during the 
    2004-5 TV season - 13 minutes more than the 2000-1 season.

    Internet consumption twice as high as magazines and newspapers

    During a typical week, the Forrester Research respondents were found to spend around 
    10 hours per week on a PC, with 6 hours actively spent browsing the Internet 
    compared to 13 hours watching TV, 7 hours listening to the radio, 3.4 hours 
    reading newspapers and 2.4 hours reading magazines.

    Internet Use by Kids & Teens (September 2005)
    eMarketer's new report, "Kids & Teens: Blurring the Line between Online and Offline," says kids and teens make up 19% of all US Internet users. That's some 18.8 million teens and another 14.1 million children. About 73% of teens ages 12-17 and 39% of children ages 3-11 are online regularly.

    Paragon Media Strategies has released a study that says radio is still 
    the primary music-listening source for 51% of its respondents, age 18 to 64. 
    Purchased CDs are second, at 30%. Forty-eight percent said radio is their 
    primary source for hearing new music.

    Gamers' TV time going down the tube

    If video killed the radio star in the 1980s, then it seems video games are trying to do 
    the same thing to TV in this decade, according to the Digital Gaming in America survey 
    released Aug.9 by Ziff Davis Media. The study noted that 24% of gamers reduced their 
    TV watching over the past year and 18% expect to cut small-screen viewership next year. 
    Video gamers watched 11.1% less TV than last year, dropping their weekly TV viewership 
    to 16 hours, compared with 18 hours in 2004. The gaming population showed an 11.4% 
    increase to 76.2 million video gamers this year, compared with 67.5 million a year ago.

    There are 76.2 million game-playing households in the U.S. in 2005 -- up 11.4% from 
    67.5 million in 2004.   Source:


    The percentage of U.S. Internet users, ages 12-17, who do the following online:

    89% - Send or read e-mail
    84% - Go to Web sites about movies, TV shows, music groups, sports
    81% - Play online games
    76% - Go online to get news or information about current events
    75% - Send or receive instant messages
    57% - Go online to get information about college
    43% - Buy online merchandise
    22% - Look for information about a health topic that's hard to talk about

    SOURCE: Pew Internet & American Life Project (July 27,2005)

    Multi-Tasking While Consuming Media
    by Jack Loechner, 
    Tuesday, Jul 5, 2005 3:00 AM EST
    MULTI-TASKING WHILE CONSUMING MEDIA The latest Simultaneous Media Survey from BIGresearch details a new hurdle for advertisers, multitasking, the engagement in other non-media activities while consuming media, and the numbers are large. According to Joe Pilotta, VP of Research, BIGresearch, "The complexities of everyday life seem to be increasing, and as a result consumers are multitasking as a way of coping."

    The 25-34 year olds are most likely to engage in multi-tasking, says the report, when using electronic media (TV, Radio, Internet) with almost 70% saying they do so regularly or occasionally. The 55+ age group multitasks the least but like the 25-34 year olds are most likely to do so when using electronic media, 60% say they multitask regularly or occasionally using TV.

    The percent of people 18+ who say they multitask while using various media's















    Source: BIGresearch, June 2005

    "It's apparent that multitasking and simultaneous media consumption creates competition for the same time and space. Media may be relegated to the background when consumers multitask e.g. talking on the phone. When they simultaneously consume media, one of the media can morph into the background and back to the foreground intermittently. That is why understanding which media have the greatest influence on purchasing various merchandise categories becomes a key determinant for marketing ROI in today's complex media environment," said Pilotta.

    Find out more here.

    Center for Media Research

    According to Road and Marketing Fact Book 2003, more than 75 percent of the 
    U.S. population age 12 and older listens to radio daily and 94 percent tune in 
    on a weekly basis.


    Youngest audiences
    Cable Net   Median Age
    Nick at Nite 15.4
    Fuse 19.7
    MTV2 20.2
    MTV 21.5
    BET 26.2
    VH1 28.1
    Comedy 30.1
    ABC Family 35.2
    TBS 37.1
    FX 37.4

    Source: USA Today

    Oldest audiences
    Cable Net    Media Age
    Fox News 61.8
    CNN 61.2
    Hallmark 58.5
    MSNBC 57.5
    Biography 57.2
    Game Show 56.6
    Headline 56.1
    BBC America 53.9
    TV Land 53.7
    HGTV 53.4

    Demographic estimates within U.S. TV households include:

    Demographic 2000-2001 2001-2002 2002-2003
    Households 102,200,000 105,500,000 106,700,000
    Persons 2+ 261,780,000 269,880,000 272,040,000
    Women 18+ 103,780,000 107,070,000 108,190,000
    Men 18+ 95,490,000 98,560,000 99,020,000
    Teens 12-17 22,660,000 23,520,000 24,840,000
    Children 2-11 39,850,000 40,730,000 39,990,000


    Read NY Times story accompanying this graphic

    Less Time for Movies

    Media Report to Women- Industry Statistics

    May 23, 2005--A new survey commissioned by the National Center for Missing & Exploited Children(R) (NCMEC) and Cox Communications reveals that, while nearly half of the parents surveyed monitor their children's online activity daily or weekly, the other half admit they don't even know that such monitoring tools are available. The results are a compelling backdrop for Internet Safety Month in June.

          Other key findings:

          -- Over half (51%) of parents either do not have or do not know if they have software on their computer(s) that monitors where their teenager(s) go online and with whom they interact.

          -- 42% of parents do not review the content of what their teenager(s) read and/or type in chat rooms or via instant messaging.

          -- Teenagers who Instant Message use chat lingo to communicate and parents don't know the meanings of some of the most commonly used phrases. 57% don't know LOL (Laughing Out Loud), 68% don't know BRB (Be Right Back), and 92% don't know A/S/L (Age/Sex/Location).

          -- 95% of parents couldn't identify common chat room lingo that teenagers use to warn people they're chatting with that their parents are watching. Those phrases are POS (Parent Over Shoulder) and P911 (Parent Alert).

          -- Nearly three out of 10 (28%) of parents don't know or are not sure if their teens talk to strangers online.

          -- 30% of parents allow their teenagers to use the computer in private areas of the house such as a bedroom or a home office. Parents say they are more vigilant about where their teen(s) go online if the computer is in a public area of the household.

          -- 58% of parents surveyed say they review the content of what their teenager(s) read and/or type in chat rooms or via Instant Messaging; 42% do not.

    Complete survey results at:


    from WSJ story, 5/23/05

    ...actual hours in front of the tube vary considerably. College-educated workers spend 1.4 hours a day -- 6% of their 24 hours -- watching TV. Consumers with a high-school diploma but no job spend four hours a day -- 17% of their existence -- watching the small screen.
    The study, based on 2003 data, found that Americans spend 11% of their life in front of a TV screen. (excerpt from Bureau of Labor Statistics report on how Americans spend their time... reported on Advertising Age web site:

    About 70 percent of males age 18 to 34 play video games and spend less time consuming other media. According to Nielsen Interactive Entertainment, people who see ads in games recall them better. In 2003, Nielsen said that males in this age group played 30 billion hours of games, as much time as they spent watching TV. And much of the playing occurred during prime time TV hours. Source:

    MEDIA HABITS: KIDS AGE 8-18      Kids media habits
    Kaiser Family Foundation (March 9) releases "
    Generation M: Media in the Lives of 8-18 Year-olds"

    Teens spend 90 minutes a day online:

     LOS ANGELES, March 2 : Some teenagers spend more than 90 minutes every day instant messaging and e-mailing 
    their friends and downloading music online, researchers said Wednesday. The most frequently cited reasons for instant 
    messaging are to "hang out" with friends and relieve boredom, Children's Digital Media researchers said. The most common 
    topics are friends and gossip. "The Internet appears to serve social functions similar to the telephone's," researcher Elisheva Gross said.

    The study examined the online habits of 200 12- to 15-year-old suburban California students. It found students spend an 
    average 40 minutes a day instant messaging friends, 31.4 minutes downloading music and 22 minutes sending and reading e-mail.
    The study, reported in a special issue of the Journal of Applied Developmental Psychology, was funded by the National Science Foundation,

    - -- Copyright 2005 by United Press International.

    Electronic Media & The Family  
    This paper examines media messages and media experiences in the context of the family.

    Video Game Demographics

    The Entertainment Software Association released the latest stats on the video gaming industry. Some key findings:

    TV's Still The 'Greatest,' But Digital Technology Is Altering Media Preferences

    By Joe Mandese
    Editor, MediaPost

    Monday, November 08, 2004

    For all the incursions of new digital media, television remains the "greatest" overall 
    media experience among consumers by a margin of nearly two-to-one over the next 
    most dominant medium, the Internet. But asked, which medium they "prefer" the most, 
    more consumers would choose the Internet. These are among the key findings of a 
    new study of consumer preferences for media conducted recently by InsightExpress.

    The research also found that while TV still is the first medium Americans "turn to" and 
    the one they consider "easiest to use," they consider the Internet to be the one that is 
    most "informative," and perhaps more importantly, the one that offers the "greatest control."

    Preferred Over All Others

    TV              39% 
    Magazines      2% 
    Newspapers    8%   
    Internet        40% 
    Radio            4% 
    All Are Equal   12% 
    Source: InsightExpress. Base = 500 people surveyed online on Sept. 17, 2004.

    The findings show that all other media - including magazines, newspapers and radio - pale in comparison 
    with TV and the Internet. They also reveal that the next generation of digital media technologies may be 
    tipping the hand in favor of the Internet.

    Among households with digital video recorders - a technology that ostensibly would seem to give consumers 
    more control over and satisfaction with television - respondents were even more disposed toward the Internet.

    While 42 percent of non-DVR owners cited TV as the first medium they "turn to," only 33 percent of DVR owners 
    cited it. Conversely, a greater number (40 percent) of DVR owners said they turn to the Internet first than non-DVR 
    owners (33 percent).

    While the study did not break out how other new media technologies are impacting consumer media preferences 
    per se, Lee Smith, president-COO of InsightExpress, said some might also be tilting preferences in favor of the Internet.

    "My but as a researcher is that broadband households would be slightly more favorable about the Internet," he said.

    "What this is telling us is that people value control. They value the information content on the Internet and I think 
    it's only a matter of time before the broadband capacity of the Internet catches up and drives the entertainment value 
    of the Internet making it more competitive with television."

    Consumer Preferences By Media Attribute

                  Provides       Is The    Gives Me    Is The    Is the 
                  Greatest         Most   Greatest     First I     Easiest 
                Experience  Informative    Control   Turn On   To Use 
    TV                  46%          20%        22%       40%       42% 
    Magazines         3%           5%           3%        1%        3% 
    Newspapers       3%          23%         9%       12%        7% 
    Internet           27%          37%        49%       34%       24% 
    Radio                3%           4%          2%         9%        7% 
    All Are Equal      18%          11%        15%        5%       17% 

    Source: InsightExpress. Base = 500 people surveyed online on Sept. 17, 2004.

    Read Gallup Poll (Oct.2004) on Teen Leisure Habits: TV Still On Top


    A new brief by the Kaiser Family Foundation finds that while more students from 
    incomes and backgrounds are using computers and the Internet, disparities continue 
    to exist in the quality of access (broadband versus dial-up, for example) and in the 
    nature of the activities and work students are engaged in online. 
    The thought-provoking report "Children, the Digital Divide, and Federal Policy" 
    is available online at

    These days teenagers (33 million of them in 2003, according to the U.S. Census Bureau) 
    and technology are a powerful mix. According to a 2003 study from the Consumer 
    Electronics Association, 84 percent of teens ages 13-17 strongly agree that new 
    technology gives them access to information that improves their life, 75 percent enjoy 
    the challenge of figuring out high-tech gadgets and 55 percent says electronic gadgets
    allow them to make a statement about who they are.
    Quoted in:  AdWeek (July 2004)

    Both charts above from:

    Three Out of Four Americans Have Access to the Internet
    (March 2004)

    U.S. Sen. Fritz Hollings, D-S.C., spoke at length last week (Feb.2004) about protecting 
    children from violent and indecent programming. Here are some numbers he presented 
    to back up his case:
     8,000 Number of TV murders the average child will witness before completing elementary school 
    100,000 Number of acts of violence on TV the average child will witness before completing elementary school 
    300 Number of studies demonstrating a link between media violence and violent, aggressive, anti-social behavior in children 
    9% Portion of parents of children aged 2-17 who own a TV with a V-chip 
    39% Portion of parents of children aged 2-17 that have never heard of the V-chip 
    79% Portion of TV shows containing violence that did not receive the appropriate “V” rating 
    SOURCES: Congressional Research Service, Kaiser Family Foundation surveys


    Children's Bedrooms Are Media Havens - 
    Almost Two-Thirds Have a TV, 17% a PC; Significant Effects Seen on Media Habits

    Knowledge Networks/SRI study shows that kids with own-room technologies 
    combine media more often, have less supervision

    Menlo Park, CA; October 6, 2003: According to a just-released Knowledge Networks/SRI study, 
    almost two-thirds (61%) of children now have a television set in their bedrooms, 17% have their 
    own PC - and own-room access to such media technologies is linked to substantial changes in how kids use media.

    The new report, "How Children Use™ Media Technology," is part of the ongoing service 
    "The Home Technology Monitor™," which combines semi-annual nationwide surveys of media technology 
    ownership with special reports on key devices and services. These special reports are usually based 
    on Knowledge Networks/SRI's exclusive "How People Use®" media methodology, a proven 
    technique for studying the quality of media exposures.

    Based on interviews with 245 children ages 8 to 17, the new study also shows that 35% of kids 
    have videogame systems in their rooms, 14% have their own DVD player, and 9% have Internet 
    access via a PC in their bedrooms. And the presence of these technologies correlates with 
    significant changes in media behavior; for example, among children with an own-room television:

    • 46% do at least half of their TV viewing on that set;

    • 75% report multitasking while watching TV (vs. 65% of kids without their own sets);

    • 43% have visited a Web site as the result of a TV ad within the past week 
      (vs. 24% of kids without their own TVs); and

    • 50% say they have parental rules for their TV use (vs. 61% of kids without their own sets).

    The relatively few kids with own-room Internet access also report substantial effects on their media use:

    • 57% say all of their Internet use takes place in their rooms; and

    • 61% report having parental rules restricting their Web use, compared to 69% of 
      Internet-using kids who do not have own-room Web connections.

    Study: Baby boomers are still fond of traditional methods in high tech age

    Internet Use Annual Report ( UCLA Center for Communication Policy)


    Media Multi-Tasking 

    Americans have become well known for their ability to multi-task. A new study, by BIGresearch, 
    has found that Americans have begun multi-tasking in a new arena - media. The study, which measures 
    simultaneous media usage (when consumers use a primary media source while a secondary source is in use),
     may change how marketers reach their target audiences. According to the Simultaneous Media Usage Study, 
    roughly half of consumers engage in simultaneous media usage.

    Study results included information such as:

    • 69% of males and 76% of females have the TV on while online
    • 51% of males and 52% of females read magazines when they have the radio on
    • 53% of males and 59% of females watch TV when they read the newspaper
    • 50% of males and 60% of females watch TV when they read magazines
    • 67% of males and 74% of females read the newspaper while they have the TV on


    Recent Industry Research: Simultaneous Media Usage (provided by PBS)

    In today's world, consumers live in a networked, interactive, and multi-media environment. 
    Simultaneous media usage is a reality for approximately 50% of the population. 
    What is simultaneous media? People using various types of media - - such as the TV 
    and computer -- simultaneously.

    The Simultaneous Media Usage Study (SIMM) Survey, published twice annually by 
    BIGresearch, quantifies how the public consumes multiple media. The latest survey, 
    conducted from March 25 to April 22, 2003, included data from 12,230 respondents.

    Some of the findings show that:

    • 33% of males and 36% of females regularly watch TV while they are online
      · 24% of males and 29% of females regularly go online when they are watching TV
      ·17% of males and 22% of females regularly watch TV when they read the mail

    When asked what they do when a television commercial come on:

    • 15% of the population regularly leave the room
      ·30% mentally tune out
      ·30% regularly watch, but not with full attention
      ·31% regularly channel surf
      ·32% regularly talk with others in the room or on the phone

    US youngsters hooked on to Net, TV say researchers Team

    (16 August 2003 )

    NEW YORK: Most teenagers and young adults in the US prefer surfing the Internet or 
    watching television over reading for recreation, the US-based Centre for Media Research 
    quoted from an eMarketer report recently.

    The report stated that Harris Interactive and Teenage Research Unlimited surveyed 
    2,618 people in the age group of 13 to 24 in June, and found that respondents spend 
    twice as much time per week watching TV as reading books or magazines for pleasure.

    The survey, done for Yahoo! and Carat, gave the following figures:


    Hours per week

    Internet surfing


    Watching TV




    Talking on phone


    Reading books/magazines


    The survey said that the main reason cited among respondents for spending so much time 
    online was the quality of "control" the Internet affords users. Users can personalize and 
    manage their experience online more so than with any other form of media.

    As for the type of website most in demand, teens between the ages of 12 and 17 spend 
    an average of 26.6 minutes each day with instant messaging (IM) applications, 
    24.4 minutes per day with game sites and a whopping 41.5 minutes per day on sites 
    with some sort of corporate presence, comScore Media Metrix determined at the end of 2002.

    eMarketer stated that by the end of 2003, roughly 17 per cent of US Internet users 
    will be in nine to 17 age group and about 29 per cent in the 18 and 34 age group.

    Born to Be Wired: Understanding the First Wired Generation
    36 page report  (July 2003)

    from the September 2002 issue of Better Homes & Gardens magazine, page 250

    When it comes to their daily does of media, boys and girls have slightly different appetites, 
    reports the Kaiser Family Foundation.


    Source for this graphic:

    Bar graph showing Activities  that kids engage in online at least weekly

    Information presented in the above exhibit was found in two sources:

    Corporation for Public Broadcasting. (2003). Connected to the future: A report on children's Internet use. Retrieved April 7, 2003, from

    Grunwald Associates. (2000). Children, families, and the Internet. Burlingame, CA: Author.
    Television viewing:

    Children aged 2-5 average 25 hours per week watching TV.
    Source: AC Nielsen Co., 1990

    Children aged 6-11 average more than 22 hours per week watching TV.
    Source: AC Nielsen Co., 1990

    Children aged 12-17 average 23 hours per week watching TV.
    Source: AC Nielsen Co., 1990

    30% of middle-aged men (median age in the study was 39.5) watch TV 3 or more 
    hours per day, while another 61% watch TV 1-2 hours per day.
    Source: 1989 study by Larry Tucker at Brigham Young University
    "By the time most Americans are 18 years old, they have spent more time in front 
    of the television set than they have spent in school, and far more than they have 
    spent talking with their teachers, their friends or even their parents."
    Quote from Abandoned in the Wasteland: Children, Television and the First Amendment, 
    by Newton Minnow, former Chairman of the FCC, and Craig LaMay, 1995

    "By first grade, most children have spent the equivalent of three school years in front of the TV set."
    Quote from Abandoned in the Wasteland: Children, Television and the First Amendment, by 
    Newton Minnow, former Chairman of the FCC, and Craig LaMay, 1995

    62% of fourth graders say they spend more than three hours per day watching TV.
    Source: Educational Testing Service study, 1990

    64% of eighth graders report watching more than three hours of TV per day.
    Source: Educational Testing Service study, 1990
    By the time today's child reaches age 70, he or she will have spent approximately seven years watching TV.
    Source: American Academy of Pediatrics study, 1990


    More sources for detailed information on media usage:

    Media Use Among Online Users

    Children, Adolescents, and Television  This American Academy of Pediatrics policy 
    statement explores children's TV viewing habits and the potential health hazards of too much TV time.

    Children Now    Diversity, Gender studies

    Children's Programming Survey by the Annenberg Public Policy Center

    Commercial Alert

    Internet and the Family by the Annenberg Public Policy Center

    Kaiser Family Foundation     Kids & Media at the New Millenium   
    Children & Video Games
         Survey on Teens, Sex & TV         2003 Sex on TV Story

    Media In The Home National Survey
    by the Annenberg Public Policy Center

    Mediascope- raising awareness about media and society

    National Institute on Media & The Family- helping families and educators maximize 
    the benefits and minimize the harm of mass media on children through research, education and advocacy

    Quick Facts: Media Awareness Network

    TV Turnoff Network-facts and figures

    Recommended Texts

    Publisher: Sage Publications; 
    ISBN: 0761921257; 
    (March 2002)

    The Penguin Atlas of Media & Information
    Format: Paperback, 128pp.
    ISBN: 0142000175
    Publisher: Penguin USA

    Sage Publications; ISBN: 0761919554; (July 2002)



    Many Kids Have Multi-Media Bedrooms, TV on During Dinner, and No Rules

    Time Spent With Computers Lags Far Behind TV and Music

    New York, NY - The typical American child spends an average of more than 38 hours a week - nearly five and a half hours a day (5:29) - consuming media outside of school, according to a major national study released today by the Kaiser Family Foundation.  That amount is even higher - nearly six and three-quarter hours a day (6:43) - for kids eight and older. The study - Kids & Media @ The New Millennium - examined media use among a nationally representative sample of more than 3,000 children ages 2-18, including more than 600 who completed detailed media use diaries. The study included children's use of  television, computers, video games, movies, music and print media.

    "Watching TV, playing video games, listening to music and surfing the Internet have become a full-time job for the typical American child," said Drew Altman, Ph.D., president of the Kaiser Family Foundation.  "This study really underscores the importance of paying attention to the messages and the information kids are getting from the media, both good and bad."

    The study also found that many parents are not exercising much control over their children's media use:  among kids eight and older, two-thirds (65%) have a TV in their bedroom and say the TV is usually on during meals in their home, and nearly that many (61%) say their parents have set no rules about TV watching.   Parents watch TV with their kids in this age range just 5% of the time.  Nearly one out of every four kids in this age group (24%) spends more than five hours a day watching TV.

    Even the youngest kids are dedicating a big chunk of their day to media use.  According to their parents, kids in the 2-7 year-old age range spend an average of three and a half hours a day using media.  Even among these younger kids, one in three (32%) has a TV in their bedroom.  More than a third (35%) of parents of 2-7 year-olds say the TV is on in their homes "most of the time" and almost half (47%) say it is usually on during meals.  Parents watch TV with their young kids just 19% of the time.

    Computers.  Nearly seven in ten kids (69%) have a computer at home and nearly half (45%) have Internet access from home.  Among kids eight and older, one in five (21%) has a computer in their bedroom.  But despite this widespread access to computers, kids still spend a comparatively small amount of time with computers, averaging less than half an hour a day (:21) using a computer for fun, compared to two and three quarters hours a day (2:46) watching TV. "Computers may be the wave of the future, but TV still dominates kids' time and attention today," said Vicky Rideout, director of the Foundation's Program on the Entertainment Media and Public Health.   

    There are significant disparities in computer use among children from different economic circumstances:  in a typical day, half (50%) of all kids who live in or go to school in higher income communities use a computer, while only 29% of those from lower income areas do.   Schools are helping bridge that gap:  students are equally likely to use a computer in class whether they go to school in a low (32%) or a higher income (30%) community.

    Contrary to popular perception, the study did not find evidence of large numbers of children spending hours a day playing computer games or surfing the Internet.  Less than one in ten kids (9%) spends more than an hour a day using a computer for fun, including 3% who spend more than an hour online and 2% who spend more than an hour playing computer games.  By contrast, nearly two-thirds of kids (64%) spend more than an hour a day -- and 17% spend more than five hours a day -- watching TV.

    "Heavy" media users.  The study identified a subset of children in the 8-18 year-old range who are classified as "heavy" media users - those who spend more than ten and a half hours a day using media.  About one in six kids (16%) falls into this category.

    Most kids in this age group report that they have lots of friends, are happy at school, get along well with their parents, don't get into trouble a lot, and are not often bored, sad or unhappy.  On a "contentedness index" summarizing self-reports on these issues, most children appear well-adjusted.  However, those children identified by the study as "heavy" media users score lower on the index than those children who use less media.  The study cannot determine whether heavy use of media causes kids to be less content, whether discontent contributes to children spending more time with media, or whether some other factors cause both effects.  However, even when controlling for factors such as race, age, family composition and income of the community in which the child attends school, indicators of discontent are associated with high media use.

    Other media.  According to the study, music is a dominant force in kids' lives.  Young people spend an average of almost an hour and a half a day (1:27) listening to CDs, tapes or the radio.  "After TV, music is the medium of choice for most kids, especially older teens," said Donald F. Roberts, Jr., Ph.D., professor of communication at Stanford University and an author of the study.

    While the study confirms that electronic media dominate young people's time, it also indicates that reading for pleasure is still a staple in most kids' lives.  More than eight in 10 kids (82%) will read for fun each day, averaging nearly three quarters of an hour (:44) a day (excluding time spent reading in school or for homework). But kids still spend more than five times as much time in front of a TV, computer or video game screen each day than they do reading (4:06 v. :44).  

    Methodology:  The study is based on a nationally representative sample of 3,155 children ages 2-18, including more than 2,000 written questionnaires completed by children 8 and older, more than 1,000 in-home interviews with parents of 2-7 year-olds, and more than 600 week-long media use diaries maintained by parents (for 2-7 year olds) or kids (for 8-18 year-olds).  The surveys and diaries were completed between November 10, 1998 and April 20, 1999.  The study was designed by Kaiser Family Foundation staff in consultation with Stanford University Professor Donald F. Roberts, Jr. and Harris Interactive, Inc. (formerly Louis Harris & Associates).  The data were collected by Harris Interactive, and the results were analyzed by Foundation staff and Professor Roberts.  The margin of error for the combined sample of children 2-18 is +/- 3%; for children 8 and older it is +/- 3%; and for children 2-7 it is +/- 5%.  The study e xamines children's non-school use of television, videos, movies, video games, CDs and tapes, radio, books, magazines, newspapers and computers.  Children or parents completed detailed questionnaires regarding the child's use of these media the previous day.  

    The Kaiser Family Foundation, based in Menlo Park, California, is an independent national health care philanthropy, and is not affiliated with Kaiser Permanente or Kaiser Industries.  This study is a project of the Foundation's Program on the Entertainment Media & Public Health, which was established to examine the impact of entertainment media on society, and to work with the entertainment industry on important public health issues.  

    To order a copy of the full study (publication #1536), executive summary (#1535), or appendices (#1537) on which this release is based, call the Kaiser Family Foundation's publication request line at 800-656-4533, or review them online at

    # # #

    Kids & Media @ the New Millennium:
    A Kaiser Family Foundation Report
    Key Data

    Amount of time children spend using media each day, on average:

    All kids 2-18   5:29
    2-7 year-olds   3:34
    8 and older     6:43

    Amount of time kids spend each day, on average:

    Watching TV              2:46
    Listening to music       1:27
    Reading for fun           :44
    Watching videos           :39
    Using a computer for fun  :21
    Playing video games       :20
    Online                    :08

    Percent of kids who spend more than an hour a day:

    Watching TV                  64%
    Reading for pleasure         20%
    Listening to CDs or tapes    19%
    Listening to the radio       17%
    Using a computer for fun      9%
    Playing video games           8%
    Online                        3%
    Playing computer games        2%

    Amount of time kids spend each week, on average:

    Watching TV             19:19
    Listening to music      10:04
    Reading                  5:15
    Using a computer for fun 2:29
    Playing video games      2:17

    Percent of kids who have a TV in their bedroom:

    All kids 2-18           53%
    2-7 year-olds           32%
    8 and older             65%

    Percent of kids who use a computer in a day:

    All kids 2-18           42%
    2-7 year-olds           26%
    8 and older             51%

    Percent of kids who have a computer in the home:

    All kids 2-18       69%
    2-7 year-olds       62%
    8 and older         73%
    Lower income
    4        49%
    Upper income        81%

    Percent of kids who have a computer in their bedroom:

    All kids 2-18       16%
    2-7 year-olds        6%
    8 and older         21%

    Percent of school-aged children who use a computer in a typical day, by income:

    In school:
    Lower income        32%
    Upper income        30%

    Out of school:
    Lower income        23%
    Upper income        48%

    Parental oversight:

    Percent of kids…

    With no rules about TV:   49%

    In homes where TV is
    usually on during meals:   58%

    Percent of time parents watch TV with their kids:

    2-7 year-olds:      19%
    8-18 year-olds:      5%

    Time is presented in hours:minutes.

    Times cannot be summed, due to use of more than one medium at a time.
    Week-long averages are based on mean times with each medium, separating out weekday and weekend reports. Times cannot be summed due use of more than one medium at a time.
    Income categories are based on the median income of the zip code in which the child lives (for 2-7 year-olds) or goes to school (for 8-18 year-olds), and represents the following ranges: "low income" is less than $25,000, and "high income" is $40,000 or more.
    Based on media-use diaries.