(Nielsen) – A new study by the Nielsen group shows that adults spend nearly half their day connected to and interacting with media.
American adults spend over 11 hours per day listening to, watching, reading or generally interacting with media. Behind this surge are the growing use of new platforms, as well as the younger, multicultural generations who leverage them.
The number of people using traditional platforms held relatively steady when looking deeper into the data. Live + time-shifted TV viewing and radio have remained consistent over the measured quarters—a testament to the relative stability to these cornerstone media platforms. Radio alone reaches 92% of adults on a weekly basis; live and time-shifted TV has a weekly reach of 88%.
Digital platforms have become a major catalyst for this frequent content exposure. In first-quarter 2018, consumers spent three hours and 48 minutes a day on digital mediums. This is a 13-minute increase from the prior quarter, and 62% of that time is attributed to app/web usage on the ubiquitous smartphone.