Nielsen Q3 2015 Comparable Metrics Report Analyzes Digital Media Use
January 6, 2016 at 10:29 AM (PT)
While the state-of-the art in digital technology is on full display at INTERNATIONAL CES, NIELSEN has released its Q3 2015 Comparable Metrics Report, which found that use of social media on digital toys continues to grow. Looking at social networking across many different platforms, screens and devices, the report found, among other things, that:
• During an average week, 156 million adult consumers -- 65% of the U.S. population -- engaged in social networking on a smartphone alone. That's a 13% increase in adult users from the comparable week a year ago.
• On tablets, social networking platforms reach about 58 million U.S. adults weekly— nearly a quarter of American adults.
• Differences exist in how multicultural consumers may be sharing their digital voices or reading the voices of others. For instance, social networking on a PC reached more than 27% of black adults in a typical week -- the highest of any multicultural group among PCs. The weekly reach of social networking on smartphones was highest among Hispanics (75%), while on tablets it’s highest among Asian-American adults (21%).
Overall, the report found that traditional media, such as television and radio, still have the biggest footprints in the U.S. in terms of reach. In fact, AM/FM radio reaches over 90% of all adults in a given week, and TV is a close second at 85%. And consumers are connecting to radio and TV frequently, as they typically tune in to TV and radio more than five days a week.
Read the entire report here.